Core Insights - The book "Creating New Demand" by economists Teng Tai and Zhang Haibing emphasizes the importance of creating demand through understanding consumer behavior and societal trends, shifting from basic material needs to high-quality spiritual needs [2][3] Group 1: Consumer Behavior and Trends - Consumers are increasingly focused on the experiential and spiritual aspects of consumption, valuing meaning, aesthetics, fashion, and cultural significance alongside traditional factors like quality and price [2][3] - The transition from traditional retail to new retail emphasizes not only product availability and pricing but also factors like fast delivery, convenience, interactivity, and social features [2][3] Group 2: Soft Value Creation - The book introduces the concept of "soft value," which encompasses non-material aspects such as research and development, design, creativity, branding, and user experience, which are crucial for meeting spiritual needs [3][4] - Soft value is distinct from soft power; it is an economic concept focused on the intrinsic value of products and services, while soft power is a political concept [3] Group 3: Enhancing Consumer Experience - Improving customer experience is identified as a key factor in creating new demand, with each purchase representing a lifestyle choice [4][5] - The "soft value creation equation" suggests that soft value can lead to exponential economic value, highlighting the importance of effective innovation, traffic management, experience enhancement, business model innovation, and organizational change [4] Group 4: Practical Applications - The book discusses how sectors like agriculture, manufacturing, and services can benefit from soft value creation, which often involves indirect paths to profitability, such as prioritizing public value before monetization [4] - Successful tourism and cultural experiences are linked to a focus on enhancing visitor experiences, indicating that traditional revenue models need to evolve to meet consumer expectations [5]