Core Viewpoint - The article discusses the rise of "emotional consumption" as a significant trend in the capital market, particularly among younger consumers who prioritize emotional value alongside practicality and cost-effectiveness [1][4]. Group 1: Emotional Consumption Overview - Emotional consumption, also known as emotional spending, emphasizes the importance of emotional satisfaction in purchasing behavior, particularly among young people and singles [6]. - The trend of emotional consumption is linked to societal changes, such as Japan's aging population and declining marriage and birth rates, leading to a more individualized approach to consumption [6]. Group 2: Economic Context and Trends - Economic slowdowns often lead to a shift in consumer demand from functional to emotional value, as seen in historical contexts in both Japan and the U.S. [9]. - In Japan, post-bubble economic adjustments led to the growth of various sectors, including discount stores, pet economy, and virtual idol markets, highlighting the resilience of emotional consumption [9][10]. Group 3: Long-term Emotional Needs - Core emotional needs persist over time, but the forms of products and services evolve, requiring businesses to transform fleeting emotional sparks into lasting customer loyalty [13]. - Factors influencing the lifecycle of emotional consumption products include addictive design, social currency attributes, and cultural symbolism [14]. Group 4: Avoiding Homogenization - Emotional consumption products risk homogenization due to the ease of replicating emotional experiences through existing cultural symbols and marketing strategies [16]. - To maintain competitive advantage, companies must build an unreplicable emotional value chain and develop barriers through emotional technology, cultural integration, and dynamic social ecosystems [16].

这是新消费智库第 2 6 7 8 期文章 新消费导读 钓鱼用的浮子，有人习惯叫它鱼漂、也有人管它叫浮漂、鱼浮、浮标等 等，当然不管它叫什么名字，它在钓鱼过程中的重要性都是无法替代的， 它被称 为是 "钓鱼人的眼睛"。它的作用主要是向钓鱼人传递鱼吞食钓 饵的信息、表明钓饵的位置、使耳钩处于不同水层、显示水的深浅、显示 咬钩鱼的种类等，归根结底，就是要告诉钓鱼人，鱼上钩了没。这里，我 们姑且用更显专业的名称叫它浮标。 作者 ：l y y 编辑：竺天 审核： Single 来源：户外新消费 制作浮标的材料，从比较原始的芦苇秆到现在的纳米、碳纤等，钓鱼人手中的浮标早已经发生了天翻地覆的变化，一个好的浮标能够极大提升 上鱼率。它的重要性，更是已经让它成为一项热门生意，甚至支撑起一地经济的产业，把一个县城变成区域品牌的代表。在很多人还不知道怎 么选浮标的时候，这个小县城已经拿下了全国 80%的浮标市场。这一切的背后，除了产业自身的迭代升级，还藏着钓鱼人那些说不清道不明 的情绪消费密码。在钓鱼经济火爆的今天，这更是一个典型的商业案例。一根小小的浮标，到底是如何做到的？ 图片来源：视频截图 从无名小城到百亿钓坛圣地， 用一根 ...

Core Viewpoint - The recent launch of the "Guizhou Moutai (70th Anniversary of the Five-Star Trademark)" has seen a significant surge in secondary market prices, indicating strong consumer demand and potential speculative risks in the market [1][3][4]. Group 1: Product Launch and Market Response - Guizhou Moutai released a limited edition product priced at 7000 yuan per bottle, with a total of 25,568 bottles available [3]. - The product sold out within 2 minutes, generating approximately 179 million yuan in direct sales revenue for Guizhou Moutai [3]. - Following the launch, secondary market prices quickly rose, with listings on platforms like JD.com reaching around 15,000 yuan per bottle, and some sellers even pricing it at 34,999 yuan [1][4][7]. Group 2: Unique Product Features - The product features a unique "one bottle, one code" concept, with each bottle having a distinct identity code corresponding to the 70 years of the brand's history [9]. - This personalized aspect, referred to as "birthday Moutai," appeals to consumers looking for emotional connections with the product [9][11]. Group 3: Emotional Consumption Trend - The launch aligns with the growing trend of emotional consumption, where consumers seek products that provide emotional value and connection rather than just utility [12][13]. - Guizhou Moutai's strategy emphasizes the importance of emotional value in consumer purchasing decisions, reflecting a shift from survival-based consumption to enjoyment and spiritual fulfillment [12][13].

Core Viewpoint - The company ShiningSoul aims not only for "product globalization" but also for "cultural globalization," using collectible card games (TCG) as a medium to tell compelling Chinese stories to the world [4][12]. Company Overview - ShiningSoul, a new cultural brand under Shanghai Zhenyouqu Cultural Technology Co., has completed a multi-hundred million RMB Series A financing round led by Hillhouse Ventures, with participation from other notable investors [4]. - Founded by Yao Shuo Bin and Sheng Chuan, the company has rapidly developed a series of successful IP card games within just over a year [6]. Market Potential - The Chinese card game market has significant growth potential, with per capita consumption expected to increase by over ten times, supported by a user base of over 500 million in the broader subculture demographic [8]. - The collectible card game segment is highlighted as a key focus due to its higher design barriers and user engagement [4]. Strategic Advantages - ShiningSoul has established a unique content moat by acquiring top-tier IPs and mastering user engagement, enabling the company to create compelling narratives around its products [8]. - The company has built a comprehensive industry chain that enhances its product creativity and quality, leading to strong scale effects [8]. Product Success - The company has successfully launched several hit IP card games, including "Identity V," "Genshin Impact: Seven Saints Summon," and "Return to Future: 1999," which have become cultural phenomena [6]. - The recent release of "Runeterra: League of Legends Battle Card" has quickly positioned itself as a competitive TCG product within just over a week of launch [10]. Future Plans - Following the recent financing, ShiningSoul plans to accelerate its strategic goals by deepening partnerships with top global IPs and expanding its international presence in key markets such as North America, Europe, and Southeast Asia [12]. - The company aims to leverage its products and IP creativity to establish itself as a world-class cultural brand originating from China [12]. Investor Insights - Investors express confidence in ShiningSoul's potential, highlighting the company's strong product capabilities, execution, and long-term vision in the TCG sector [12][13]. - The rapid growth of the cultural consumption industry in China, with an annual growth rate exceeding 50%, positions ShiningSoul favorably for future success [13].

Group 1 - The core phenomenon of "the first cup of milk tea in autumn" reflects the vibrant and potential-filled consumer market, showcasing new models and business formats [1] - The promotion led to overwhelming demand, with some stores experiencing order backlogs exceeding 1,000 cups, and delivery platforms facing system crashes [1] Group 2 - Personalized and diversified consumption trends, such as self-rewarding and emotional consumption, are on the rise, with consumers seeking unique products that cater to their individual needs [2] - The milk tea market exemplifies this trend, with innovative cup designs and sizes catering to diverse consumer preferences [2] Group 3 - There is a growing emphasis on quality and sustainability in consumer choices, with consumers preferring high-quality, well-crafted products and being mindful of environmental and social responsibility [3] - The shift towards healthier options, such as reduced sugar choices and innovative flavors, indicates a demand for fresh and appealing products [3] - The transition in consumer attitudes is driving businesses to focus on product quality and environmental performance, fostering sustainable market development [3]

Economic Performance - Guangzhou achieved a total retail sales of consumer goods of 561.12 billion yuan in the first half of the year, with a year-on-year growth of 5.9%, outperforming other first-tier cities [1][2] - The retail sales growth rate in Guangzhou was significantly higher than that of Shanghai (1.7%), Beijing (0.9%), and Shenzhen (3.5%) [1] Tourism and International Influence - The city received a total of 1.13 billion tourists in the first half of the year, with a notable increase in international visitors, particularly those arriving via international flights [2][4] - Guangzhou was awarded the title of "Most Internationally Influential Inbound Tourism City" for 2024 at the "Weibo Tourism Night" awards [2] Consumption Policies and Trends - The implementation of optimized departure tax refund policies has led to a significant increase in tax refund applications, with a year-on-year increase of 203% [4][5] - Online retail sales of physical goods in Guangzhou grew by 16.4% year-on-year, driven by government subsidies and consumer demand [5] E-commerce and Digital Trends - Guangzhou has become a hub for live e-commerce, attracting major players like Douyin and establishing a comprehensive ecosystem for digital retail [7][12] - The rise of "emotional consumption" among younger consumers is driving demand for experiences over mere product ownership, reflecting a shift in consumer behavior [8][11] Product Categories and Market Dynamics - Significant growth was observed in various product categories, including a 279% increase in deliveries of Xiaopeng Motors in the first half of the year [5] - The demand for high-performance gaming laptops surged, influenced by social media trends and government subsidy policies [6][12] Cultural and Entertainment Events - Guangzhou is positioning itself as a cultural hub with numerous concerts and festivals, contributing to increased tourism and related spending [11][12] - The city is leveraging its historical significance and modern amenities to enhance its status as an international consumption center [1][11]

Core Viewpoint - Guangzhou's retail market shows resilience and growth, with a significant increase in social retail sales driven by various policies and new business models, positioning the city as a leading international consumption center [1][3]. Group 1: Retail Performance - In the first half of the year, Guangzhou achieved a total retail sales of 561.12 billion yuan, a year-on-year increase of 5.9%, outperforming other first-tier cities [1]. - The retail sales growth rate in Guangzhou was notably higher than that of Shanghai (1.7%), Beijing (0.9%), and Shenzhen (3.5%) [1]. - The retail sales growth rate in the second quarter showed a monthly increase, with May and June each exceeding 9.5% year-on-year [1]. Group 2: Tourism and International Influence - Guangzhou received 1.13 billion tourists in the first half of the year, with a remarkable 129% increase in foreign visitors entering through Baiyun Airport [3][5]. - The city was recognized as the "Most Internationally Influential Inbound Tourism City" for 2024, indicating its growing status as a primary destination for global travelers [3]. - The implementation of a new tax refund policy has significantly boosted the "consumption-refund-reconsumption" cycle, enhancing the shopping experience for international visitors [3][5]. Group 3: E-commerce and Consumer Trends - Online retail sales of physical goods in Guangzhou increased by 16.4% year-on-year, with significant growth in categories like home appliances (27.6%) and furniture (330%) [7]. - The demand for high-performance gaming laptops surged, driven by the dual influence of summer economic activities and national subsidy policies [8]. - The rise of "emotional consumption" among younger consumers is reshaping retail dynamics, with brands leveraging IP collaborations to enhance sales and brand influence [10][13]. Group 4: Policy and Market Dynamics - The government has implemented various policies to stimulate both supply and demand, including subsidies for new energy vehicles and electronic products [6][7]. - Guangzhou's strategic initiatives have attracted major e-commerce players, establishing a comprehensive ecosystem that includes platforms, payment systems, logistics, and supportive policies [9]. - The city is undergoing a transformation into a "new retail" hub, integrating traditional commerce with digital and cross-border consumption [14].

Investment Rating - The industry investment rating is "Positive" (maintained) [1] Core Insights - The report highlights the emergence of differentiated membership stores, such as the WS Jiangtun membership store launched by Wushang Group in Wuhan, which focuses on unique products and services [5][24] - The report emphasizes the importance of emotional consumption themes and recommends high-quality companies in sectors like gold jewelry, offline retail, cosmetics, and medical aesthetics [8][29] Summary by Sections Retail Market Review - The retail industry index reported a decline of 0.38% for the week of August 4 to August 8, 2025, underperforming the Shanghai Composite Index, which increased by 2.11% [14][21] - The jewelry sector showed the highest growth among retail sub-sectors, with a weekly increase of 6.07% and a year-to-date increase of 32.99% [16][19] Retail Insights - Wushang Group's WS Jiangtun membership store adopts a "paid membership + selected products" model, aiming to provide a differentiated shopping experience [5][24] - The store features a dual membership structure with basic and diamond tiers, enhancing customer engagement and loyalty [25] Investment Recommendations - Focus on gold jewelry brands with differentiated product offerings and consumer insights, recommending companies like Laopu Gold and Chaohongji [8][29] - Highlight the potential of offline retail companies that adapt to consumer trends, recommending Yonghui Supermarket and Aiyingshi [8][29] - Emphasize the growth of domestic cosmetics brands, recommending companies like Maogeping and Pola [8][29] - Suggest investment in medical aesthetics firms with differentiated product lines, recommending Aimeike and Kedi-B [8][29] Company Performance Highlights - Laopu Gold achieved a revenue of 8.506 billion yuan in FY2024, with a net profit increase of 253.9% [31][36] - Yonghui Supermarket reported a revenue of 17.479 billion yuan in Q1 2025, with a significant decline in net profit [31] - Chaohongji's Q1 2025 revenue increased by 25.4%, driven by its focus on fashion jewelry [43]

Core Viewpoint - The article discusses the rise of emotional consumption as a driving force in consumer behavior, highlighting how consumers are increasingly seeking products and services that provide emotional satisfaction and fulfillment rather than just material needs [3][4]. Group 1: Emotional Consumption Trends - Emotional consumption is becoming a significant trend, with consumers willing to pay for products that offer positive emotional experiences such as relaxation and a sense of belonging [3][4]. - The young consumer demographic is particularly engaged in emotional consumption, with significant growth in categories like toys and EDC (Everyday Carry) items, indicating a shift towards products that provide emotional value [1][2]. Group 2: Market Dynamics - The emotional consumption market is diverse, encompassing physical goods and virtual services, with a notable increase in the popularity of collectible toys and emotional wellness services [4][6]. - Companies like Pop Mart are experiencing substantial growth, with projected revenue increases of 165% to 170% year-over-year for Q1 2025, indicating strong market demand for emotional products [4]. Group 3: Consumer Behavior Insights - Data shows that emotional products are being integrated into daily life, with consumers using toys as decorative items and sources of emotional connection [1]. - The EDC market has seen a transaction scale exceeding 150 million on platforms like Taobao, with the fastest growth among consumers aged 18 to 24, reflecting a broader trend of seeking emotional outlets through tangible items [2]. Group 4: Industry Challenges and Recommendations - The rapid growth of the emotional consumption market has led to challenges such as data privacy concerns, inconsistent service quality, and misleading marketing practices [6][7]. - Experts suggest the need for regulatory frameworks to ensure consumer protection and to establish clear standards for emotional products, differentiating between entertainment, therapeutic, and medical claims [7].

Economic Performance - Guangzhou achieved a total retail sales of consumer goods of 561.12 billion yuan in the first half of the year, with a year-on-year growth of 5.9%, leading among first-tier cities [1] - The retail sales growth rate in Guangzhou outperformed Shanghai, Beijing, and Shenzhen, which recorded growth rates of 1.7%, 0.9%, and 3.5% respectively [1] Tourism and Consumption - The total passenger volume in Guangzhou reached 163 million in the first half of the year, with a growth of 0.9%, while Baiyun Airport saw a passenger throughput of 40.04 million, increasing by 9.2% [2] - Guangzhou received a total of 113 million tourists by June, with a significant increase in international visitors, particularly those arriving via international flights [2] - The implementation of optimized departure tax refund policies has facilitated a "consumption-refund-reconsumption" cycle, enhancing the overall consumer experience [2][3] Retail and E-commerce Trends - Online retail sales of physical goods in Guangzhou increased by 16.4% year-on-year, with significant growth in categories such as home appliances and furniture [4] - The demand for high-performance gaming laptops surged, driven by the summer economy and government subsidy policies [5] - Guangzhou has become a hub for major e-commerce platforms, with companies like Douyin establishing a presence in the city, reflecting its status as a leading retail market [6] Consumer Behavior and Trends - The rise of "emotional consumption" among younger consumers is driving a shift towards experiences over mere product ownership, with events and social interactions becoming key motivators for spending [7][9] - The collaboration with over 100 well-known IPs has led to a significant increase in sales for brands like Miniso, highlighting the impact of IP-driven marketing strategies [9] Service Industry Development - Guangzhou's service industry is evolving, with high-end professional services driving supply innovation to keep pace with consumer upgrades [10] - The city has been recognized as a pilot for retail innovation, aiming to integrate traditional commerce with digital and cross-border scenarios over the next two years [10]