Group 1 - The core phenomenon of "邪修" (unconventional life hacks) has emerged as a new expression of lifestyle among young people, leading to new consumption growth points [1] - Brands are increasingly capturing this trend, with products like Jellycat's brain organ plush toys and "五黄高纤慢养瓶" from Shanghai catering to the emotional and health needs of young consumers [1] - The rise of "邪修" reflects a deeper emotional need among youth, who prioritize emotional consumption and seek emotional compensation through their purchases [1] Group 2 - A new marketing trend is emerging where the relationship between brands and consumers is shifting from "value transmission" to "value co-creation," disrupting traditional product development and marketing models [2] - Brands are now focusing on providing emotional value and identity recognition, moving away from traditional functional advertising to more relatable marketing strategies [2] - While engaging with popular culture, brands must establish creative boundaries and consider content safety and ethical risks to ensure sustainable growth [2]