牛肉汤文创玩具可自选饼丝、葱花、辣椒等。 "要不要葱花？要饼丝还是油旋？" "都要，都要。" 欢声笑语中，店主王泽茗从毛茸茸的"锅"里端出了一碗毛茸茸的"牛肉汤"。这碗"汤"是一款毛绒玩具。 整个购买过程复刻了洛阳人喝牛肉汤的仪式感，顾客相当满意，付钱：43元。 今年元旦假期，王泽茗的小店"另一出文创"人流量同比增长30%，销售额同比增长近万元。顾客没人计较这 碗不能喝的"牛肉汤"甚至比一碗真牛肉汤还贵，顾客在意的，是这份被精准接住的情绪需求。 它们既是商品，也是情感共鸣的符号。 消费万亿的密码 从"性价比"到"情价比"，古都洛阳街巷里的洛YOUNG小店，将情绪消费变为拉动内需增长的强劲动力，成为 情绪经济学的生动注脚。 被满足的情绪 王泽茗是土生土长的洛阳人，在意大利学设计多年，一直希望做出与消费者有情感链接的产品。回国后，他 把念念不忘的牛肉汤和海碧汽水等家乡味道，做成可DIY的毛绒玩具，让老味道变身国潮单品，销量火爆。 抢购LABUBU、入手国潮首饰、拼手速抢演唱会门票，消费从刚需模式切换到"悦己"赛道。《2025Z世代情 绪消费报告》显示，选择"快乐消费，为情绪价值或兴趣花钱"人群占比高达56.3%， ...

Core Insights - The high price of LV's dumplings in Seoul has sparked discussions about the luxury brand's strategy in the food industry, questioning whether they are selling food or something more [2] Group 1: Pricing Strategy - The cost of ingredients for the dumplings is less than 15 yuan, while the ambiance and luxury branding contribute to a significant "atmosphere tax" of 228 yuan, highlighting a pricing strategy focused on brand symbolism [2] - The restaurant's model mirrors successful luxury dining experiences, such as Dior Café in Paris and LV Café in Osaka, where the dining experience is heavily influenced by social media exposure and customer engagement [2] Group 2: Scarcity and Social Currency - LV employs a scarcity strategy by limiting daily reservations to 30 groups, creating a sense of exclusivity that transforms dining into a collectible experience, with reservation rights being resold for up to 2000 yuan [3] - The clientele primarily consists of mid-to-high-income individuals from sectors like finance and media, who view the dining experience as a means of social validation rather than mere sustenance [3] Group 3: Business Ecosystem - LV's culinary ventures are part of a broader strategy to create a commercial ecosystem, with plans for restaurants in major cities worldwide, including an upcoming location in Chengdu, China [4] - Over 30% of diners reportedly purchase LV products on the same day as their dining experience, indicating a successful conversion from dining to shopping, thereby enhancing the brand's immersive consumer experience [4] Group 4: Emotional Economics - The controversy surrounding the dumplings reflects a clash of consumer logic, where luxury brands prioritize social capital over traditional cost considerations, particularly appealing to Generation Z's preference for experiential value [5] - The upcoming Chengdu location is expected to further test this luxury dining model, as consumers may perceive the high price as a payment for an experience rather than just food [5]

Core Insights - The article discusses the rise of three new consumer giants: Labubu, Laopu Gold, and Mixue Ice City, highlighting their contrasting pricing strategies and market appeal [1][2][3] Group 1: Market Performance - Labubu's stock price reached HKD 239.6 as of June 20, 2025, with a year-to-date increase of 170%, following a previous increase of 342% [1] - Laopu Gold has also seen a remarkable year-to-date increase of 267% [1] - Mixue Ice City, which recently went public, has surged over 150% this year, contributing to the trio's status as new consumer giants [1] Group 2: Pricing Strategies - Labubu and Laopu Gold represent the high-end of the market, with Labubu's limited edition toys selling for multiples of their original price, while Laopu Gold maintains a fixed price strategy despite fluctuations in gold prices [2][3] - Mixue Ice City operates on the opposite end of the spectrum, offering products at low prices, with most items priced under 10 yuan, appealing to budget-conscious consumers [3][4] Group 3: Supply Chain and Cost Management - Mixue Ice City's supply chain is a key focus, providing a one-stop solution for beverage ingredients, which allows for significant cost reductions [5][6] - The company’s ability to control upstream resources contributes to its competitive pricing strategy [6] Group 4: Consumer Behavior and Emotional Value - The success of the three giants reflects young consumers' desire for both emotional value and practicality, with Labubu symbolizing social recognition and Mixue Ice City representing value for money [7][9] - Labubu's appeal lies in its scarcity and the emotional experience of unboxing, while Laopu Gold leverages its luxury branding to create a sense of exclusivity [9][10] Group 5: Challenges and Market Dynamics - The article highlights potential challenges for the three giants, including low industry barriers and increasing competition, particularly for Labubu and Laopu Gold [14][15] - The emergence of competitors like Fugglers poses a threat to Labubu's market position, as consumer preferences can shift rapidly [15][17] - Laopu Gold faces challenges in maintaining its luxury status amid fluctuating gold prices and increasing competition from similar brands [21][22] Group 6: Future Outlook - The future of commercial competition will hinge on balancing emotional economics with affordability, as brands that can meet both emotional and financial needs will thrive [23]