Emotional value spurs consumption demand

As the most dynamic consumer group, the consumption habits of young people are reshaping the consumer market. The consumption of the younger generation is not like that of the elder generation. Young consumers will not lead a frugal lifestyle just to save money.

A recent survey indicates that 49.3 percent of young people attribute their consumption motives to reaping the emotional value of their purchased commodities and services. How to provide consumers emotional value is a focus of businesses trying to appeal to youthful consumers.

The entertainment market, which features intellectual property such as games, animations, films, television shows and novels, is primarily oriented toward young people. It is predicted that the country's retail sales of derivative toys alone will reach 110.1 billion yuan ($15.23 billion) in 2026.