Core Insights - The article discusses the shift in consumer behavior from functional products to those that provide emotional value, emphasizing the importance of meaning, stories, and emotions attached to products [1][2][4] Group 1: Emotional Consumption - Emotional consumption is driven by two societal psychological factors: the pursuit of instant gratification and the fragmentation of social connections [2][4] - The need for instant gratification leads consumers to seek products that provide immediate emotional satisfaction, similar to the quick emotional stimuli found in platforms like TikTok [2][4] - The urbanization process has increased feelings of loneliness, prompting consumers to seek products that fulfill deeper emotional needs for connection and belonging [4] Group 2: Layers of Emotional Value - The first layer of emotional value is "small happiness," where consumers pay for minor yet certain feelings of joy, such as comfort food or relaxing home items [5][7] - The second layer involves identity construction, where consumers use products to express who they are and find their social group, as traditional identity markers weaken [8][10] - The third layer focuses on co-creation, where consumers desire to participate in the brand narrative, seeking a sense of agency and influence over the products they consume [18][19] Group 3: Case Studies - The case of "Guanxia" illustrates how a brand can create a cultural identity through a sophisticated symbol system, allowing consumers to align with a modern, cultured lifestyle [11][13] - The collaboration of Luckin Coffee demonstrates the creation of social currency through trendy products, where the value lies in the shared experience and belonging to a cultural moment [14][15] Group 4: Strategies for Brands - Brands should focus on creating immediate emotional gratification through appealing design, storytelling, and user empowerment [22][23] - Designing user participation in emotional narratives allows consumers to feel like protagonists in their experiences with the brand [23][25] - Building a community around the brand enhances loyalty, as consumers seek connection with like-minded individuals [26] - Brands should develop products that serve as emotional companions, addressing the need for comfort and connection in daily life [27] - Encouraging co-creation with consumers transforms them from passive buyers to active participants in the brand's evolution [28] Group 5: Market Potential - The emotional consumption market in China is projected to reach a trillion scale, indicating a significant shift in commercial logic towards emotional connections and shared brand narratives [28]