Core Insights - The "520 economy," once celebrated for its consumerism, is experiencing a silent collapse, reflecting deeper changes in the consumption market [1][3] - Young consumers are moving away from ritualistic spending associated with love, opting for more rational and value-driven purchasing decisions [1][6] Group 1: Changing Consumer Behavior - Young people are demystifying the "love KPI," no longer compelled to spend for the sake of ritual, and are instead evaluating the cost-effectiveness of their purchases [1][6] - There is a growing trend of emotional and behavioral disengagement as a response to systemic anxiety related to declining consumption [4][5] - The traditional "gift economy" is shifting, with men gaining autonomy in their purchasing decisions, leading to the decline of "舔狗经济" (the "dog licking" economy) [5] Group 2: Evolving Expressions of Love - The concept of romantic gestures is being re-evaluated, with consumers prioritizing long-term value over short-lived emotional highs [6][11] - New consumption philosophies are emerging, such as opting for affordable alternatives, investing in items with lasting value, and prioritizing time over spending during holidays [6][11] Group 3: Social Dynamics and Market Shifts - Social currency is depreciating, with the act of showcasing romantic gestures losing its appeal due to privacy concerns and the rise of social media [9][10] - The "悦己经济" (self-love economy) is replacing the couple-centric economy, with single individuals finding opportunities during traditional romantic holidays [11][12] Group 4: Marketing Strategies and Brand Adaptation - Brands must cease excessive marketing that emotionally manipulates consumers, as this approach is increasingly met with backlash [14][15] - There is a call for brands to focus on genuine connections and the intrinsic value of products rather than relying on romanticized marketing tactics [14][15] - The decline of the "520 economy" is viewed as a necessary evolution in the consumption market, emphasizing the need for a deeper understanding of consumer needs [15]