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审丑为商业IP开辟差异化路径 淘宝给“丑东西”办了个展
Nan Fang Du Shi Bao· 2025-08-11 15:50
近日,淘宝首届"丑东西"艺术展在杭州天目里开展,淘宝正式将举办五年的"丑东西"大赛由线上搬到了线下。据 介绍,本次展会围绕的议题为"美是规训,丑是自由;美是标准答案,丑是千姿多态;美是公约束,但丑是我喜 欢"。开展仅一周,日均观展人流量超过3000人。 据淘宝"丑东西"项目负责人胡昱介绍,"淘宝丑东西大赛"的灵感最初来自于豆瓣小组"丑东西保护协会",里面80% 的人都在分享他们在淘宝上发现的丑东西,2020年初,在接到做年度盘点的需求时,她想到了这一小组的内容, 于是"丑东西"大赛正式被提上议程。胡昱分享道,"第一年做的时候,我们的期待值非常低,只是租了园区里很小 的一个场地,做了条15分钟的大赛视频,以为没人看,结果视频爆了,一周左右播放量就涨到了400万,评论区的 年轻人都非常喜欢。" 丑不是美的对立面,而是创造力的动因。8月7日,淘宝"丑东西"项目组也邀约了中国美术学院视觉传播学院副院 长刘益红、简单心理APP 创始人兼CEO简里里、消费投资人黄海、胖鲸传媒创始人范怿以及淘宝商家蝴蝶公主等 嘉宾开启了一场"丑时已到·议丑"圆桌论坛,共同探讨网友们对"丑东西"的欣赏、讨论与思考。 "丑东西"作为IP为淘宝 ...
年轻人的钱包,被丑东西“做局”了
3 6 Ke· 2025-07-01 10:02
Core Viewpoint - The rise of "ugly" custom merchandise, particularly the "mouse dry" figures, reflects a growing trend in consumer culture where unconventional aesthetics are embraced, driven by social media and a desire for unique, personalized items [3][30][42] Group 1: Product Characteristics - "Mouse dry" figures are characterized by their rough craftsmanship and limited filling, allowing for abstract shapes due to internal wire structures [3] - The affordability of these figures, often priced lower than a cup of milk tea, contributes to their popularity among consumers [5] - The figures have gained traction in various fandoms, particularly among players of games like "Persona 5" and "Identity V," showcasing their versatility as collectibles [8][10] Group 2: Cultural Impact - The phenomenon of "ugly" merchandise has permeated various interest circles, with fans creating custom figures of their favorite characters, thus enhancing community engagement [10][18] - The appeal of these products is linked to a broader "ugly culture" among younger consumers, who find novelty and humor in unconventional aesthetics [30][42] - Social media platforms have played a significant role in popularizing these items, with discussions often highlighting their "companionship" qualities, making them suitable for various life scenarios [32][40] Group 3: Market Trends - E-commerce platforms have recognized the demand for personalized and custom products, leading to significant growth in the "individual customization" sector, with transaction volumes increasing by over 20% during key shopping events [40][42] - The success of "mouse dry" figures indicates a shift in consumer preferences towards unique, often humorous products that challenge traditional notions of beauty and design [24][30] - Despite their niche appeal, the market for these products is expanding, with some custom items achieving sales figures exceeding ten thousand units [42]
新华财经丨消费新风口!“情绪经济”为啥这么火
Xin Hua Wang· 2025-06-19 11:56
Core Insights - The article highlights the significant growth in emotional consumption during the "618" shopping festival, indicating that "emotional economy" is becoming a new trend in consumer behavior [1][2][3] Group 1: Market Trends - During the "618" period, 453 brands achieved sales exceeding 100 million yuan, with categories like toys, pets, and outdoor sports experiencing explosive growth [2] - The toy and trendy play industry saw six merchants surpassing 100 million yuan in sales, and nearly 100 merchants exceeding 10 million yuan, with over 2400 stores achieving triple-digit year-on-year growth [2] - Interest-related consumption, such as pets, trendy toys, photography, and outdoor sports, flourished during the "618" period, driven by the pursuit of emotional value [2] Group 2: Consumer Behavior - The demand for emotional regulation in modern society is increasing, making "emotional economy" a potential new growth point [3] - Young consumers are increasingly influenced by emotional release in their purchasing decisions, which is expected to create new consumption hotspots [2][3] Group 3: Business Strategies - Companies are beginning to capitalize on the emotional consumption trend by designing products that resonate with young consumers' emotional needs [4] - Successful products include those that provide emotional value, such as uniquely designed items that evoke feelings of comfort or humor [4] - Businesses are encouraged to enhance their market insight, product design, and flexible production capabilities to adapt to the fast-changing emotional economy [5][6] Group 4: Expert Opinions - Experts emphasize the need for companies to understand consumer emotional demands and innovate products to avoid homogenization [6] - The emotional economy requires businesses to improve brand recognition and loyalty through quality service and positive reputation [6] - Companies should leverage AI tools to better understand user needs and enhance production capabilities to meet the demand for customized emotional products [6]
江苏省消保委:警惕“为情绪消费”异化为“消费陷阱”
Yang Zi Wan Bao Wang· 2025-05-16 07:36
Core Viewpoint - "Emotional consumption" is emerging as a highly potential new consumption model, reflecting significant changes in the lifestyle and consumption concepts of contemporary young people [1][2]. Group 1: Market Trends - The market for "emotional consumption" has seen a dramatic increase, with related content on platforms like Xiaohongshu growing over 400 times in the past three years [1]. - Taobao data indicates that in 2024, the primary reason for young consumers to spend is emotional value and interests, with sales of customized products like hand-painted avatars and unique pillows increasing by over 50% [1]. Group 2: Risks and Challenges - There are risks associated with "emotional consumption," including consumers being misled by businesses, leading to impulsive buying behaviors and the misconception of using consumption to fill emotional voids [2]. - The industry faces issues such as inconsistent product quality, false advertising, privacy breaches, and lack of qualified personnel, which can harm consumer rights [2]. Group 3: Recommendations - Businesses should balance emotional value with market demand, enhance product quality, and protect user privacy while designing emotional products [3]. - Online platforms need to enforce strict vetting of operators and establish comprehensive regulatory systems to monitor content and quickly address harmful information [3]. - Consumers are encouraged to adopt rational consumption habits, avoid blind following, and be aware of privacy protection [3]. - Regulatory bodies should strengthen industry norms and regulations, ensuring clear boundaries and increased oversight of the market [3].
“快乐消费”“悦己经济”持续火爆“出圈” 为“快乐”买单激活消费新潜力
Yang Shi Wang· 2025-05-12 03:20
Core Viewpoint - The rise of "emotional consumption" among young consumers is driving the demand for innovative products that alleviate anxiety and provide emotional companionship, leading to a vibrant new market segment [1][10]. Group 1: Market Trends - In Jinan, the "emotional consumption" area in shopping malls is particularly popular, with products like "squeeze toys" attracting significant attention [3]. - In Shanghai, stores featuring colorful decor and unique products with personalized slogans are drawing young consumers, indicating a shift towards more engaging retail experiences [6]. - The popularity of personalized experiences, such as creating custom "four-panel" comics for 99 yuan, highlights the demand for unique emotional products [8]. Group 2: Sales Growth and Opportunities - Data from Xiaohongshu shows that the number of posts related to emotional products like aromatherapy and stress-relief toys has increased over 400 times in the past three years [10]. - Taobao reports that in 2024, spending on emotional value and interests has become the primary reason for young consumers' purchases, with sales of customized items like hand-drawn portraits and unique pillows rising over 50% [10]. - The surge in demand for stress-relief products has created new growth opportunities for businesses and farmers, with a notable increase in the registration of related companies [10][17]. Group 3: New Careers and Innovations - The trend of emotional consumption is not only transforming the market but also giving rise to imaginative new professions, such as stress toy designers and "doll modification" specialists [19][21]. - A young designer transitioned from crafting traditional art to creating stress-relief toys, successfully launching over 30 popular products [19]. - The "doll modifier" profession has gained popularity, with individuals like Huang Ting training hundreds of students in doll customization, reflecting the growing interest in this niche market [21][23].