Core Insights - The article discusses the evolving consumption trends among young people, highlighting a shift from basic value-for-money considerations to a more complex set of emotional and experiential factors in purchasing decisions [1][24][25] - It identifies seven key consumption trends that reflect the increasing "consumption tension" between products and consumers, emphasizing the importance of aesthetics, comfort, ingredient transparency, technological innovation, experiential purchases, social belonging, and emotional resonance [3][24][26] Group 1: Consumption Trends - Young consumers prioritize aesthetics, with "颜值即正义" (beauty is justice) being a significant factor in their purchasing decisions across various sectors, including fashion and automotive [5][24] - There is a growing preference for products that offer a "lightweight" and effortless experience, particularly in beauty and fashion, where natural looks and comfort are favored [7][24] - Ingredient transparency has become crucial, with young consumers actively researching product components and prioritizing safety and efficacy in their choices [9][24] Group 2: Technological Influence - Young consumers are increasingly drawn to products that showcase advanced technology, with a focus on performance and innovation in sectors like automotive and electronics [11][12] - The demand for smart and AI-driven home appliances reflects a shift towards convenience and efficiency in daily life [11][12] Group 3: Experiential Consumption - Consumption is viewed as an "experiment of curiosity," where young consumers seek unique experiences and are willing to try new and unconventional products [14][15] - Brands that can create engaging and fun experiences are more likely to capture the attention of young consumers, leading to a shift from mere transactions to emotional connections [16][24] Group 4: Emotional and Social Factors - Young consumers are looking for products that provide emotional comfort and a sense of belonging, often using purchases as a means of self-care and emotional support [21][22] - The concept of "消费好搭子" (consumption partners) highlights the importance of social context in purchasing decisions, where products are chosen based on their fit within specific life scenarios [18][19][24] Group 5: Brand Strategy - Brands must adapt to the changing preferences of young consumers by understanding their emotional and experiential needs, moving beyond traditional metrics of brand recognition and price [25][26] - The use of data analytics and consumer insights is essential for brands to effectively engage with young consumers and align their offerings with current trends [26][27]