Round Table China

China's young shoppers chase emotional fulfillment

37 snips
Apr 18, 2025
Young shoppers in China are redefining consumption by prioritizing emotional fulfillment over practicality. A staggering 40% now seek personal meaning in their purchases. This trend is especially pronounced among Gen Z, who engage in 're-parenting' through their buying choices. The podcast dives into how innovative products and services are crafted to provide emotional support and positivity. Additionally, it addresses the challenges of genuine emotional satisfaction and the role of AI in meeting heightened consumer expectations.
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INSIGHT

Emotional Value Drives Purchases

  • Young Chinese consumers prioritize emotional value and personal interests over practicality in purchases.
  • This shift reflects a desire for emotional satisfaction rather than only functional needs.
ANECDOTE

Examples of Emotional Purchases

  • Steve bought a cute cow outfit for his dog to gain emotional well-being.
  • Yushun collects fridge magnets as emotional souvenirs from travels.
INSIGHT

Gen Z's Emotional Consumption Shift

  • Generation Z consumers seek emotional and spiritual enjoyment beyond material goods.
  • As material abundance grows, demands shift towards personalized and diversified emotional value.
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