Core Insights - Emotional consumption is becoming a rigid demand among consumers, with over 90% of young people recognizing "emotional value" and nearly 60% willing to pay for it [1][4][6] Group 1: Market Trends - Emotional consumption, defined as consumer behavior aimed at obtaining emotional value, is rapidly rising as a new consumption form, driven by the acceleration of digitalization and fast-paced lifestyles [4][5] - The growth of emotional consumption reflects a societal shift from material accumulation to spiritual enrichment, with over 60% of consumers believing that spending helps relieve stress [4][9] - The market for emotional consumption is expanding, with over 3,700 patents related to "emotion" currently registered, indicating increased corporate focus on emotional value [3][5] Group 2: Consumer Demographics - The Z generation (born between 1995 and 2009) constitutes a significant portion of the consumer base, with over 70% of the 500 million users in the broader subculture market belonging to this group [6] - Consumers aged 26 to 30 show a growing preference for emotional support services, while older adults are also engaging in emotional consumption through cultural and wellness products, creating a multi-generational consumer landscape [6][7] Group 3: Industry Innovations - New consumption scenarios are emerging, such as "theater-style shopping" and unique experiential spaces that blend shopping with emotional experiences, leading to increased foot traffic and consumer engagement [6][7] - Companies are innovating to create emotional consumption experiences, with examples like Tianjin's Henglong Plaza and Shanghai's Bailing Mall implementing creative concepts to enhance customer interaction [6][7] Group 4: Challenges and Regulations - The emotional consumption sector is still in its early stages, lacking clear industry standards and regulations, which has led to issues such as low-quality products and impulsive buying behaviors among consumers [8][9] - There is a pressing need for industry standards to be established, including service content, personnel qualifications, and platform operation rules, to mitigate risks associated with emotional consumption [8][9]