Core Insights - The rise of emotional economy is reshaping consumer behavior, with young generations prioritizing emotional satisfaction in their purchasing decisions [1][4][3] - A significant 64% of Chinese consumers consider emotional fulfillment as their primary need, indicating a shift from functional to emotional consumption [4][3] - The emotional economy is becoming a new economic engine, with notable growth in sectors like trendy toys, pets, and outdoor activities [3][4] Emotional Consumption Trends - Over 80% of respondents reported engaging in emotional consumption in the past year, with preferences varying by age group [12][5] - The survey revealed that 92.53% of 90s generation consumers prefer tangible products like fragrances and toys, while 00s generation favors virtual experiences and social engagement [11][10] - Emotional consumption motivations include seeking companionship and emotional resonance, with 97.34% of respondents citing these as primary reasons [11][21] Market Dynamics - The emotional economy is reflected in the explosive growth of brands and stores, with 453 brands achieving over 100 million in sales during recent shopping events [3] - The emotional marketing landscape is influenced by factors such as live streaming, celebrity endorsements, and consumers' current moods, particularly among younger demographics [21][3] - The emotional economy is characterized by a focus on personalized needs, with over 65% of respondents believing it meets individual desires [21]

Group 1 - The rise of emotional economy is reshaping consumer behavior, with 64% of Chinese consumers prioritizing emotional satisfaction as their primary need [3][5][11] - The emotional economy is becoming a new economic engine, with significant growth in sectors like trendy toys, pets, and sports, as evidenced by the explosive sales during events like the Tmall 618 shopping festival [3][30] - Over 80% of surveyed consumers reported engaging in emotional consumption in the past year, with preferences varying by age group [6][8][10] Group 2 - Emotional consumption is defined as purchasing behavior aimed at achieving psychological compensation, indicating a shift from functional to emotional-driven consumption [5][10] - The "谷子经济" (Goods economy) market is projected to reach 168.9 billion yuan in 2024, reflecting a 40.63% increase from 2023, driven by the popularity of trendy toys and related products [30][34] - The pet industry is evolving into an emotional compensation system, with Gen Z spending an average of over 1,200 yuan per month on pet-related products and services [34][35] Group 3 - The silver economy is expected to reach a market size of 50 trillion yuan by 2050, driven by the new retired demographic who are financially stable and seeking quality experiences [35][36] - The healing economy is gaining traction, with a projected market value exceeding 240 billion yuan this year, fueled by rising demand for emotional wellness and immersive experiences [37][40] - Emotional marketing is widely accepted, with over 80% of respondents recognizing its influence on purchasing decisions, particularly among younger consumers [22][23]

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