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情绪价值的经济价值
Sou Hu Cai Jing· 2025-08-04 22:16
情绪价值的经济价值,首先体现在消费者愿意为获得积极的情绪体验支付溢价。"品牌溢价"这个词完全 可以用情绪价值进行解释,品牌溢价,就是消费者对一个品牌所提供的情绪价值有稳定的预期,并且愿 意为它买单。也就是说,消费者认同这个品牌的价值观,想借助它来彰显自己的品位、情怀和理想,从 而构建自我的身份认同。除了奢侈品,做得最好的商业案例,我认为是盲盒。 前阵子,Labubu盲盒的普通款在二级市场单个被炒到2800元,隐藏款达4600元,联名款爆炒至30000元 以上,限量棕色Labubu在拍卖会上以82万元成交。行为经济学研究表明,消费者并非完全理性,会为 情感满足设立"心理账户"。盲盒从实用角度看,玩偶摆件功能价值有限,但其隐藏款设定、收集乐趣以 及拆盒瞬间的惊喜感,赋予了产品独特的情绪价值,让消费者甘愿为其支付超出物品本身实用价值的价 格。泡泡玛特凭借盲盒营销,市值突破3000亿港币,构建起庞大的潮玩商业帝国,充分证明了情绪价值 在消费市场的强大变现能力。 把体验值拉满,甚至可以带动线下经济发展。日本实体零售业为何更加强大?早在二三十年前,"从物 品的消费到体验的消费",就成为日媒经常讨论的主题。日本泡沫经济破灭 ...
【时尚经济】 情绪价值的经济价值
Zheng Quan Shi Bao· 2025-08-04 18:39
品牌打造自己的情绪价值,其实是个老课题,可口可乐、耐克、肯德基、麦当劳等上一代消费巨头早已 操作多年。可今时不同往日,据统计2024年众多品牌倒闭或注销,创14年来新高。如何正确洞察消费者 心理,成为需攻克的第一关。 有心理博主说,你的情绪价值百万,在所有关系中,只要你掌握情绪价值的密码,就进可攻退可守,在 任何关系里都庖丁解牛般游刃有余。那么,对消费者个人情绪的极致满足,是否能实现品牌突围,在血 腥的围猎场中杀出生路? 把体验值拉满,甚至可以带动线下经济发展。日本实体零售业为何更加强大?早在二三十年前,"从物 品的消费到体验的消费",就成为日媒经常讨论的主题。日本泡沫经济破灭后,物质层面已经满足的消 费者,其追求必然转向精神层面,线下消费,恰恰是体验不可或缺的渠道。 以日本农产品为例,草莓可以按颗卖,你可以挑最大最红的买;苹果印祝福语,去果园里亲自认养一棵 苹果树;亲口品尝标注糖度值的西红柿有什么不同……消费者购买的是精致生活的标签。还有:农田变 剧场,稻田里种出梵高名画,果园开放采摘体验,农庄设计童话主题打卡点。让游客为故事买单,是日 本农业营销的心法。 在社交媒体上,情绪价值的影响力被无限放大。一些看似 ...
抖音商城SocialBeta:2025年轻人情绪消费趋势报告
Sou Hu Cai Jing· 2025-07-26 22:26
Core Insights - The report highlights that emotional consumption is becoming a dominant trend among young consumers, with 88.2% of them experiencing stress and over 60% believing that consumption can alleviate this stress [1][10][24] - Young consumers are increasingly prioritizing emotional satisfaction over functional needs, with nearly 30% of their spending directed towards interests and hobbies [1][16][24] - The rise of "emotional goods" aligns with Maslow's hierarchy of needs, as higher-level needs such as belonging, esteem, and aesthetics drive this shift in consumption behavior [1][16][24] Emotional Consumption Trends - Five distinct emotional consumer groups have been identified: - "Mad Master" who express rebellion through abstract products [2][38] - "Reward Personality" who indulge themselves with items that have a sense of ritual [2][51] - "Crispy Energy Saver" who use quirky items to cope with fatigue [2][61] - "Mysticism Enthusiast" who seek psychological comfort through spiritual items [2][62] - "Novelty Seeker" who are attracted to bizarre products [2][64] Market Growth Potential - The emotional consumption market in China is projected to experience significant growth, with an expected market size of over 2 trillion yuan by 2025 [26][28] - Related industries such as trendy toys, pets, cultural tourism, and food are witnessing substantial annual growth rates, indicating a robust market environment [24][28] Consumer Behavior Insights - Young consumers are increasingly willing to pay a premium for emotional value, with 90% expressing a readiness to spend more for emotional satisfaction [23][30] - The trend of "quick emotional recharge" is evident, as young consumers favor easily accessible products that provide instant gratification, such as stress relief toys and quirky collectibles [1][31][34] Social Media Influence - Platforms like Douyin (TikTok) play a crucial role in shaping emotional consumption trends, with significant engagement on topics related to stress relief products, indicating a strong demand for quick emotional fixes [1][31][34]
经济低迷,不上班在家怎么挣钱养活自己,轻松简单
Sou Hu Cai Jing· 2025-06-01 23:07
Group 1: Economic Trends - The article discusses how certain industries can thrive during economic downturns, indicating that market demand persists but may shift in form [2] - High-cost consumption is transitioning to a focus on cost-effectiveness, with consumers becoming more rational in their purchasing decisions [3][4] Group 2: High Cost-Performance Consumption - Brands like Pinduoduo, Miniso, and Mixue Ice City exemplify the rise of high cost-performance consumption, which meets consumer expectations for value without compromising quality [3][5] - The growth of live-streaming e-commerce reflects a strong consumer demand for low-cost products, with top influencers achieving sales exceeding 100 million in a single session [6][7] Group 3: Emotional Consumption - Emotional consumption is emerging as a response to increased psychological stress, with products and experiences designed to provide emotional relief gaining popularity [8][9] - The pet industry is highlighted as a significant area of emotional consumption, with the market expected to exceed 300 billion yuan in 2024, driven by the growing trend of pet ownership as a source of emotional support [9] Group 4: Self-Improvement Investment - There is a surge in demand for self-improvement, as individuals seek to acquire hard skills to combat job insecurity and economic uncertainty [10][12] - Online education and skill training are becoming attractive options for many, as they offer quick entry into new fields and enhance job competitiveness [11][13] - The development of a self-improvement ecosystem is underway, encompassing online platforms, personal courses, and knowledge-sharing communities [14]
除了外卖和网约车,年轻人有了新出路
晚点LatePost· 2025-05-13 10:12
Core Viewpoint - The trend of "light entrepreneurship" and "side hustles" is emerging, allowing individuals to generate additional income through simple and creative business ideas, often with minimal startup costs [1][2][3]. Group 1: Examples of Successful Light Entrepreneurship - New mothers and young entrepreneurs are finding success with minimal investment, such as a new mother earning 2.6 million yuan from creative products with a startup capital of 500 yuan [1]. - Car enthusiasts are also capitalizing on niche markets, with one individual earning 1.3 million yuan in six months by creating affordable alternatives for high-end automotive accessories [1]. - Various young entrepreneurs are innovating with unique products, such as themed bracelets and stress-relief toys, reflecting a shift towards fulfilling emotional and practical consumer needs [2][3]. Group 2: Market Trends and Consumer Behavior - There is a growing preference among young people for "pain-free" and "light" entrepreneurship, focusing on simple business models that cater to emotional value, aesthetics, and social attributes [2][3]. - The number of active buyers on Alibaba's 1688 platform is projected to increase by 55% in 2024, indicating a significant shift towards small-scale, low-inventory business models [3]. - The "no inventory" drop shipping model is gaining traction, with a 75% increase in active buyers, allowing individuals to sell products without upfront costs [3]. Group 3: The Role of AI in Light Entrepreneurship - The integration of AI is making supply chains more agile, lowering the barriers for young entrepreneurs to start businesses [4][6]. - AI is enhancing operational efficiency for "one-person companies," allowing them to manage various business functions effectively [7][10]. - The application of AI in B2B platforms like 1688 is transforming traditional business models, enabling better targeting and customer engagement [8][11]. Group 4: Challenges and Opportunities in E-commerce - The e-commerce industry is facing challenges such as low-price competition and the need for significant investment to establish new stores [5][15]. - AI is seen as a potential solution to help the e-commerce sector transition from unhealthy growth models to more sustainable and efficient practices [15]. - The focus is shifting towards creating products that meet actual consumer needs, with AI playing a crucial role in identifying and responding to these demands [6][12].
百团逐浪, 广交会挥撒黄金网
Zhong Guo Jing Ji Wang· 2025-05-07 23:42
Group 1 - The Canton Fair showcases China's new advantages and resilience in foreign trade, attracting numerous international buyers [1] - Jiangsu Wulong Knitting Co., Ltd. received nearly 2 million yuan in intended orders for its "Yinbenkang" antibacterial fabric, which has garnered interest from over 30 buyers before the fair even started [2] - Shandong Qingguo Food Co., Ltd. attracted over 150 buyers, with half from Belt and Road countries, and secured a long-term supply agreement for frozen vegetables with a buyer from Mauritius [3][6] Group 2 - Shandong Digital Human Technology Co., Ltd. showcased innovative products like a virtual dissection table, attracting over 500 buyers from more than 20 countries and generating nearly 20,000 USD in orders [4] - Yide Home Textiles has tapped into the pet economy, achieving 11 intended orders worth approximately 880,000 USD, primarily from Belt and Road countries [5] - Tianjin Lixing International Trade Co., Ltd. received over 60 buyers on the first day, achieving intended transaction amounts exceeding 7 million USD, highlighting the fair's role in facilitating cross-border business opportunities [6]