Core Insights - The report indicates that 57.2% of consumers prefer alternative products when functionality and quality are similar, with a significant 72.3% preference among the post-95 and post-00 generations [1][3] - This shift in consumer behavior reflects a transition from viewing alternative products as a compromise to recognizing them as a symbol of "smart consumption" among young people [1][6] Group 1: Consumption Trends - "Calculative consumption" has emerged as a mainstream trend, with brands like Perfect Diary and Xiaomi gaining market share by offering high-quality alternatives at lower prices [3][6] - The consumer decision-making process has shifted from brand-centric to data-driven evaluations, focusing on ingredients, performance, and cost-effectiveness [3][6] Group 2: Psychological and Social Factors - The cognitive dissonance theory explains that young consumers adjust their perceptions to align with their rational choices, reinforcing the idea that choosing alternatives is a smart decision [6][7] - Social identity theory suggests that consumers form communities around shared values, with alternative product users creating a "smart consumer alliance" that values efficiency over luxury [7][8] Group 3: Brand Engagement and Community Building - Traditional brands are encouraged to adopt a more approachable communication style to connect with the younger demographic, moving away from elitist attitudes [13][14] - Brands should focus on shared values such as innovation and rational consumption to build user communities, as exemplified by Huawei's "HuaFan Club" [14][17] Group 4: Consumer Empowerment - The evolution of consumer confidence is characterized by a shift from external validation through luxury goods to internal validation through informed decision-making [11][18] - Young consumers are redefining "good consumption" standards based on their rationality and judgment, indicating a revolution in consumer sovereignty [18]