r 鲸鸿动能 VOGUEBUSINESS IN CHINA 新中产万象 消费心智群像与品牌增长指南 今天分享的是：品牌运营：新中产万象：2025消费心智群像与品牌增长指南（高净值人群洞察） 报告共计：35页 《新中产万象：2025消费心智群像与品牌增长指南》（VOGUE Business与鲸鸿动能联合发布）聚焦中国新中产及高净值人群消费特征，依托鸿蒙生态10亿 台设备及800万+开发者构建的全场景数据，深度剖析消费趋势与人群画像。新中产核心价值观以健康（35%）、家庭幸福（33%）、学习提升（32%）为核 心，同时追求自我价值实现、事业财富与多元体验，消费决策兼具效能逻辑与情绪动机。报告划分出六大人群画像，消费力覆盖月消费1-5万元区间，其中 高净值人群月消费平均5万元左右，分布于一线及新一线城市，以本科及研究生学历为主；内容兴趣呈现多元特征，涵盖科技3C、时尚穿搭、旅游资讯、时 事政治、健康养生等，不同人群侧重各异，如部分群体关注环保公益，部分偏好经济趋势与钓鱼等小众爱好。品牌增长逻辑已从增量扩张转向质量竞争，核 心围绕"理解人、共鸣人、连接人"展开，鸿蒙生态通过全场景运营能力与用户信任背书，让品牌可精准捕 ...

Core Insights - The rise of seemingly useless products in the new consumption wave reflects a shift in young consumers' preferences towards emotional value rather than practical utility [1][6][11] - The concept of "useless is useful" is gaining traction, with young consumers willing to spend on products that fulfill emotional needs [5][10] Group 1: Emotional Economy Trends - A report indicates that over 40.1% of young consumers prioritize emotional value and personal interest in their purchasing decisions for 2024 [3] - The increasing number of single individuals among young people is expected to drive spending on emotional products, indicating a prosperous future for the emotional economy [10][11] Group 2: Product Development and Marketing Strategies - Future successful products in the emotional economy are likely to be IP-based and capable of generating social media resonance, with appealing designs and multiple forms [10][12] - Companies are advised to focus on consumer-centric approaches, utilizing market research to understand young consumers' needs and preferences [11][12] Group 3: Government Role in Emotional Economy - Governments should support the incubation of IPs and provide policy backing to help businesses enhance their communication strategies [14][16] - Investment in infrastructure is essential for the development of new consumption models, particularly in cities rich in cultural resources [16]

Core Insights - The global plush toy market is expected to experience a significant surge from Q4 2025 to Q1 2026, particularly in Southeast Asia and Latin America, with Shopee platform sales projected to grow by 20%-25% year-on-year in the first half of 2025 [1][12][26] - Brazil has emerged as one of the fastest-growing markets, with sales and orders for toys on the Shopee platform increasing by 45%-55% year-on-year, indicating substantial market potential and competitive dynamics around trendy IPs and regional selections [1][21] - Consumer preferences vary significantly across regions, with Brazil favoring Western styles and reborn baby dolls priced at $15-$20, while countries like Vietnam and the Philippines prefer cute styles and low-priced items in the $3-$5 range [1][12][22] Market Overview - The plush toy category accounts for approximately 20% of the total toy sales on Shopee, with overall toy orders expected to grow by 25%-30% compared to 2024 [9][12] - Southeast Asia is projected to maintain a high growth trend in the plush toy market from 2024 to 2030, with stable increases in sales and exports [6] Sales Dynamics - The report highlights the importance of holiday marketing strategies, with key festive periods such as Christmas and Halloween requiring sellers to stock up 1-2 months in advance to capture high traffic [2][18] - Successful sellers have differentiated themselves by creating proprietary IPs, targeting niche markets like the anime gaming community, and employing competitive pricing strategies [2][18] Risk Management - IP infringement has become a critical issue, with high-risk IPs like Disney and Marvel needing careful management to avoid product delisting or store freezes [2][19] - Sellers are advised to focus on regional or self-created designs and capitalize on compliant, high-demand subcategories like "dress-up doll clothes" and "blind box toys" [2][19] Seller Strategies - The report serves as a practical guide for cross-border sellers, providing insights on product selection, site choice, compliance, and marketing rhythms to navigate the competitive plush toy landscape effectively [2][18] - Case studies of successful sellers illustrate various paths to market penetration, emphasizing the need for agility in responding to trends and consumer demands [2][18]

Core Viewpoint - The article discusses the rise of the "emotional economy," where consumers are increasingly spending on products and services that provide emotional satisfaction and psychological compensation, particularly in response to societal pressures and anxieties [4][9]. Group 1: Emotional Consumption Trends - Emotional consumption, defined as the behavior of consumers seeking emotional satisfaction through purchases, has seen a compound annual growth rate of 12% since 2013, with projections indicating the market will exceed 2 trillion yuan by 2025 [5]. - A survey revealed that 64.6% of respondents aged 18-65 prioritize spiritual consumption, with 48.9% seeking dedicated time for relaxation each week [5]. - The current emotional economy is characterized by a demand for low-cost, quick-acting emotional relief products, which include everything from blind boxes to virtual companionship services [4][5]. Group 2: Psychological and Sociological Perspectives - From a psychological perspective, emotional consumption is linked to anxiety and loneliness, with consumers using it as a strategy for emotional management [12]. - Sociologically, emotional consumption products serve as symbols of social capital, helping individuals construct idealized identities in a digital context [12]. - The economic perspective categorizes emotional consumption as an "escape experience," where consumers seek temporary relief from real-life pressures [13]. Group 3: Market Dynamics and Consumer Behavior - The emotional economy is rapidly growing, with brands like LABUBU experiencing explosive growth due to their ability to resonate with consumers' feelings of imperfection and anxiety [17]. - Consumers are increasingly motivated by identity performance and social currency, with purchases serving as a means to express individuality and align with current trends [18][20]. - The article highlights a shift in consumer behavior where emotional value is quantified, leading to a transactional view of relationships and experiences [25][26]. Group 4: Challenges and Reflections - The article raises concerns about the implications of emotional consumption, questioning whether it leads to genuine emotional fulfillment or merely masks deeper issues [24][27]. - It suggests that while consumers seek immediate emotional gratification, there is a risk of emotional emptiness and a decline in meaningful connections [27]. - The narrative around love and relationships is evolving, with emotional value becoming a key factor in personal connections, potentially leading to superficial interactions [25][26].

Core Viewpoint - The article discusses the rise of the "emotional economy," where consumers seek emotional satisfaction through purchases, reflecting a shift in societal values towards instant gratification and emotional fulfillment [1][2][20]. Group 1: Emotional Consumption Trends - Emotional consumption refers to the behavior where consumers achieve emotional satisfaction and psychological compensation through purchases, with Generation Z being the primary demographic [5]. - Since 2013, the emotional consumption-related industry has seen an average annual compound growth rate of 12%, with projections indicating that the market size in China will exceed 2 trillion yuan by 2025 [2][4]. - A survey revealed that 64.6% of respondents aged 18-65 prioritize spiritual consumption, and 48.9% seek dedicated time for relaxation each week [4]. Group 2: Psychological and Sociological Perspectives - From a psychological perspective, emotional consumption is a strategy for managing emotions, significantly correlated with anxiety levels and loneliness [7]. - Sociologically, emotional consumption products serve as digital social capital, helping individuals construct idealized identities [7]. - The experience economy model categorizes emotional consumption as an "escape experience," providing temporary relief from real-life pressures [7]. Group 3: Market Dynamics and Consumer Behavior - The emotional economy is characterized by a demand for low-cost, quick-acting emotional remedies, leading to the proliferation of products that offer novelty, stimulation, and ritualistic experiences [1][2]. - The popularity of products like LABUBU reflects a desire for relatable emotional expressions, allowing consumers to project their feelings onto these items [13][15]. - The trend of "identity performance" suggests that consumers purchase emotional products not just for personal satisfaction but to signal their social identity [15][17]. Group 4: Challenges and Critiques - The article raises concerns about the potential for emotional consumption to create new problems, such as emotional dependency and superficial relationships [1][2]. - Critics argue that the focus on emotional value in relationships may lead to transactional interactions, where emotional fulfillment becomes a calculated exchange [21][23]. - The increasing reliance on emotional consumption may simplify complex human emotions, risking a loss of deeper emotional connections and perceptions [23].

Core Viewpoint - The article discusses the emotional and social significance of plush toys, highlighting a growing trend on social media platforms like Xiaohongshu where users seek to reconnect with their beloved childhood toys, emphasizing their sentimental value over monetary worth [4][6][67]. Group 1: Emotional and Social Value of Plush Toys - Plush toys serve as emotional anchors, providing comfort and companionship throughout various life stages, making them invaluable to their owners [6][65]. - The phenomenon of "seeking relatives" for plush toys has gained traction, with users sharing stories and seeking similar toys, reflecting a collective nostalgia and emotional connection [7][40][75]. - The story of a Xiaohongshu user, known as "Village Chief," who offered a €5000 reward for the return of a lost plush toy named "Bread," illustrates the extreme lengths individuals will go to recover these cherished items [9][15][16]. Group 2: Community Engagement and Support - The search for lost plush toys has fostered a sense of community, with many users actively participating in the search efforts, sharing their own stories, and providing emotional support [8][28][72]. - The online engagement has translated into offline actions, with local residents and fellow travelers joining the search, showcasing a strong sense of solidarity and empathy among strangers [25][28]. - The emotional resonance of these stories has led to widespread sharing and support on social media, with many users expressing their understanding and empathy for the attachment to these toys [17][36][68]. Group 3: Personal Stories and Connections - Individual narratives, such as that of "Bono" and her 17-year relationship with a plush bear, highlight the deep personal connections formed with these toys, which often accompany individuals through significant life events [41][44]. - The article features various users who have shared their experiences of seeking similar plush toys, revealing a common thread of nostalgia and the desire to reconnect with their past [46][48][70]. - The emotional significance of plush toys is further emphasized by the stories of users who have created entire families of plush toys, reflecting their ongoing attachment and the comfort these items provide [45][61].