2016年3月，《疯狂动物城》在中国内地上映，最终斩获15.32亿元的票房，成为迪士尼动画在华票房之巅。那一 年，中国GDP增速6.8%，房价还在酝酿一轮史诗级行情，北京的房屋总值达到纽约的5倍，特朗普当选为美国总 统，阿尔法狗击败李世石，中国的二孩政策全面实施。 9年后，狐兔CP续集上映6天，票房便已突破20亿元。而这9年间，中国经济增速从6.8%滑向5%，房价从巅峰跌 落，特朗普还是美国总统，全面二孩升级为全面生育支持，而年轻人则从"买房焦虑"变成了"未来焦虑"。 一个反常识的现象是，在这个消费降级的年代，一只兔子和一只狐狸的生意反而更好做了。 更反常识的是，与之关联的隐藏款盲盒溢价达4.8倍，4D影厅的票被炒到千元，周大福的胡萝卜"痛金"吊坠卖3280 元。在蜜雪冰城和拼好饭盛行的当下，人们对一部动画电影的消费热情，却丝毫没有"降级"的意思。 这是一个值得咀嚼的事儿。 慢的生意 迪士尼动画的生产周期是5年。 这意味着当《疯狂动物城》第一部上映时，第二部的故事已经在导演脑海里打转了。但迪士尼不急。中间他们还 抽空做了一部《魔法满屋》，让狐兔CP的粉丝又多等了几年。 在"快速迭代""敏捷开发"成为互联网信条 ...

Core Viewpoint - The article discusses the emergence of "emotional value" in consumer behavior, highlighting a shift from functional and practical consumption to a focus on individual expression and emotional satisfaction in the context of economic changes [4][18]. Group 1: Emotional Value - Emotional value refers to the additional value of a product beyond its functionality and practicality, often tied to design and aesthetic appeal [4][5]. - The current consumer market reflects a transition to a "third consumption era," where the focus shifts from basic necessities to personalized and segmented demands [4][18]. - Emotional value is characterized by a detachment from functional attributes, allowing for premium pricing based on consumer sentiment rather than utility [5][19]. Group 2: Market Dynamics - The rise of companies like Pop Mart illustrates a significant change in consumer preferences, where emotional value can drive sales even in a downturn [5][20]. - The traditional logic of basic consumer goods, which relies on quantifiable metrics, contrasts sharply with the more subjective nature of emotional value [6][16]. - The phenomenon of "useless premium" emerges during economic downturns, where consumers still seek non-essential items for psychological comfort, despite a general trend towards frugality [10][12]. Group 3: Consumer Behavior - Younger consumers are increasingly willing to pay for non-functional items, reflecting a desire for self-expression and emotional fulfillment [19][25]. - The concept of "lipstick effect" is mentioned, suggesting that consumers may indulge in small luxuries during tough economic times, although this idea lacks empirical support [12]. - The article posits that as economic conditions worsen, the appeal of emotional value may grow, providing a channel for the release of existing wealth [15][25]. Group 4: Case Studies - Pop Mart's success is attributed not only to its product design but also to the founder's genuine passion for the collectible toy market, emphasizing the importance of emotional connection in business [23]. - The article contrasts the performance of luxury brands like BMW, which continue to thrive despite economic challenges, with more traditional consumer goods that face risks of being "replaced" or "segmented" [20][21]. - Lululemon's strategy of extracting abstract value from functional products demonstrates how brands can successfully navigate the shift towards emotional value [20].