Core Insights - The report highlights the rise of emotional consumption among the "post-95" generation, indicating a 16.2 percentage point increase in young people willing to pay for emotional value compared to last year's Double Eleven shopping festival [1] - Emotional value has evolved from temporary comfort to a vital source for maintaining mental health and life motivation for young people, becoming a core engine of the Z generation's consumption market [1] Emotional Consumption Trends - Key emotional consumption keywords include concerts, AI companions, and Labubu, with significant growth in related discussions and searches, such as a 1894-fold increase in posts about AI companions and a 3133.2% increase for Labubu [2] - Nearly 40% of consumers are willing to pay for "value resonance," reflecting a strong demand for spiritual recognition among young people [2] Spending Patterns - Over 40% of young people engage in physical and experiential consumption, with more than 50% spending between 100-300 yuan monthly on physical goods [3] - Social relationship consumption accounts for 28.1%, while digital consumption makes up 27.7%, indicating a polarized spending pattern [3] Psychological Aspects of Consumption - Emotional consumption serves dual purposes: 34.9% of young people spend to celebrate happiness, while 48.4% consume to stabilize emotions during low points [5] - The average monthly expenditure on emotional consumption is 949 yuan, with a notable gender difference in motivations for spending [7] Identity and Social Pressure - Emotional consumption narratives are driven by the need for personalization and community recognition, allowing young people to express their identities and establish a sense of belonging [7] - The pressures of modern society lead to emotional consumption becoming a solution for the Z generation's mental autonomy, shifting consumption behavior from functional satisfaction to emotional repair [7]