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九大消费行业的情绪价值比较
虎嗅APP· 2025-07-07 10:36
Core Viewpoint - The article discusses the concept of "emotional consumption," emphasizing that every individual is both a producer and consumer of emotional value, which has become a necessary part of modern society [2][3]. Emotional Consumption - Emotional consumption arises from the need for emotional labor in various professions, where employees must manage their emotions while interacting with others [3][4]. - During economic downturns, the demand for emotional consumption increases, exemplified by the "lipstick effect," where consumers seek small luxuries to boost their emotional well-being [4]. Emotional Containers - The article highlights the role of products like Pop Mart's IP figures as "emotional containers," which allow consumers to project their emotions onto these abstract characters [7][10]. - Unlike established film characters, these non-film IPs provide a blank canvas for personal emotional projection, making them more relatable to a diverse audience [8][9]. IP Popularity Dynamics - The rise of the Labubu character illustrates the balance between the accidental and inevitable aspects of IP popularity, where initial rejection can turn into acceptance over time as consumer preferences evolve [12][14]. - Labubu's success in Thailand demonstrates how cultural acceptance can vary, leading to different market dynamics for the same IP across regions [15][16]. Business Models of Emotional Value Products - Emotional value is present in various products, including cosmetics, which serve both functional and emotional needs, creating a dual value proposition [19][20]. - The article identifies that while many products have emotional value, it should not be the core of the business model; instead, it should complement the functional aspects [22][24]. - The comparison of emotional value in products like toys, cosmetics, and pets highlights the unique position of IP toys in creating a dedicated emotional connection with consumers [23][24].