从LABUBU爆火，到Jellycat的互动式下单，再到捏捏玩具…… 记者注意到， 在新消费的浪潮中，一批看似没有任何功效的无用商品正在悄然崛起，它们无法满足衣食住行等生活基本需求，但却能满足年轻人的情绪 需求。 就连三六零创始人周鸿祎在接受记者专访时也表示，如果不用 情绪经济来解码，还是用传统商业的思维来思考，就无法理解当前很多的商业现象。 国研新经济研究院创始院长朱克力认为，这些现象反映了 消费升级的趋势。年轻人不再满足于产品的基本功能，更注重 产品带来的情感附加值。 那么 在这一波新消费的浪潮中 谁能抓住机会？ 记者综合采访发现 IP化、智能化 或是下一个火爆产品的关键词 肖女士是泡泡玛特的忠实粉丝，她告诉记者，在LABUBU爆火前，她就非常喜欢这个IP，因为它的长相很有个性，不像市面上的盲盒玩偶多是乖萌的风 格。 成都环贸ICD泡泡玛特快闪店。图据成都日报 当问及为何愿意在实用价值不大的LABUBU上花钱时，肖女士称，其 满足了她的 情绪价值，整个系列买回来放在家里装饰，光是看着也会感到满足，" 开心、快乐、成就感都有。" MobTech研究院发布的《情绪经济消费人群洞察报告（2024）》显示，202 ...

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].