CCTV News: In the fast-paced modern life, many young people are facing more and more pressure and troubles. Buying a toy or watching a performance can be an outlet for their emotional catharsis. The "2024 China Youth Consumption Trend Report" shows that nearly 30% of the young people surveyed will consume because of "emotional value heals the body and mind."

All kinds of "emotional consumption" products are favored by young people

At present, the consumption season in Jinan, Shandong is in full swing, and the "emotional consumption" areas in major shopping malls are particularly lively. On the first floor of a shopping mall, the cute-shaped "Pin Pin Le" is placed in the most conspicuous position. At this grocery store on Huaihai Road, Shanghai, products such as "Plum has troubles" pendants, "You are good" signs and personalized slogans are constantly attracting young people to come and check in and spend.

In addition to interesting products, spending 99 yuan to draw a "Four Patterns of Life" comic has also become one of the popular experiences for young people. Consumers can write the pictures and blessings they want to record on their wish paper. They only need to wait half an hour to get a unique "highlight moment" comic.

"Paying for emotional value" has become the primary reason for young people to consume

The "Emotional Economy Consumer Insight Report (2024)" shows that in 2024, paying for emotional value and interests has become the primary reason for young people to consume, accounting for more than 40.1%. Taobao platform has sorted out the "Top Ten Products of 2024" that reflect consumption trends, more than half of which are related to emotional value needs. The popularity of the "providing emotional value consumption" market has also brought development opportunities to the industry. From a national perspective, in the past five years, the annual registration number of "recompression" related companies has exceeded 11,000, of which more than 3,100 have been registered in the past year.

The popularity of "emotional consumption" has given birth to emerging occupations

The popularity of "providing emotional value consumption" has also given birth to some new occupations full of imagination. For example, designers engaged in decompression toy design, "child-changing masters" who perform secondary creation and personalized transformation of dolls, etc. So, why are products of "providing emotional value consumption" so popular and what role can they provide?

Experts said that emotional consumption provides two functions. One is to reduce bad emotions, so that you can lose less worries, and even less boredom; the other is to increase good emotions, that is, through a certain kind of consumption, young people can feel happiness, happiness, some particularly good and positive emotions in it.

The rise of "emotional consumption" is not only a reflection of consumption upgrading, but also a reflection of social and psychological changes. Through the combination of "policy guidance + market norms + technology empowerment", the potential to boost domestic demand is released, and irrational risks can be prevented, and ultimately, the virtuous cycle of "happy consumption" and "happy consumption" can be realized.