Core point: Liang Yu, a commentator on China Economic Network, believes that everyone has a "big pressure mountain". For emotional consumption, it is advisable to adopt an inclusive and prudent attitude, respect and strengthen guidance to promote its healthy operation in compliance, so as to develop into a new gold digging password.
Recently, a variety of virtual emotional goods have become popular on major e-commerce platforms. After breaking up, they placed an order for "lovelorn companionship", purchased "cloud supervision" services when preparing for an exam, and started a "virtual mosquito" when bored... These seemingly pointless consumption, however, made some young people happy, and those emotions that had nowhere to place seemed to find an "electronic outlet".
As the saying goes, where there is demand, there is market. "Now, the social rhythm is very fast, everyone is very busy, and the pressure of work and life is very high." This is an unavoidable reality. According to statistics, more than 200 diseases are related to emotion. It is better for a few people to think of ways together than one person's internal friction. It is social progress for young people to face up to their emotional needs and actively seek self adjustment.
When people were not so rich, their consumption motivation tended to be satisfied with food and clothing. The current young generation is known as the "affluent generation". They have experienced China's rapid economic growth, rapid urbanization and the overall popularization of the Internet, and have a better growth environment. They are more willing to "please themselves" and pay more attention to the quality of life and emotional experience than their parents who pursue "frugality". Accordingly, as "Yueji" has become a new life attitude, "Yueji business opportunities" are surging in the market.
From young people's interest in temple tours and city walk, to the resonance of the "20 minute theory of the park" and the emergence of decompression toys, to the popularity of cooking tea in the stove and the surging white noise market, these hot events seem to be unrelated, but in fact the core is strangely consistent - emotion and value constitute the leading factor. Emotion has evolved into a powerful consumption power, spawning various new consumption formats and scenes, emerging a batch of new consumption services and groups, and releasing the market potential of hundreds of billions of tracks. For example, the "Einstein's Brain", which became popular on e-commerce platforms in 2023, once sold 120000 copies every month. By 2022, there will be more than 800 enterprises with "decompression" in their names, business scope, product services and trademarks.
The 2023 National Health Insight Report shows that nine adults have health problems, and emotional problems rank second. This data is disheartening. However, on the contrary, decompression and healing will become the just needs of many people, and products with high emotional added value will become more and more popular. This puts forward segmentation requirements for the market. For businesses, if they can work hard on details, rationally analyze consumers' psychological needs, fully exploit the value of emotional resources, and provide more intimate and warm emotional experience, they may emerge in the fierce market competition.
At present, as a new form of business, emotional consumption not only stimulates market vitality, but also exposes some problems and loopholes that cannot be ignored. For example, how to identify the professional standards of consultants and healers? Some "spiritual tree holes" leak consumer privacy, how to protect their rights? How to supervise individual emotional products when they play the "edge ball" of law and morality?
Commodities can be virtual and rules cannot be missing. To promote the healthy development of emotional consumption, a good market order is essential. On the one hand, relevant departments should formulate corresponding rules and regulations, strengthen supervision and management, effectively protect the legitimate rights and interests of consumers, and make emotional consumption have laws and regulations to follow; On the other hand, businesses should also clarify the content of goods and services, strengthen self-discipline in transaction behavior, fully inform consumers of the true situation of virtual goods or services, and protect consumers' right to know.
For consumers, it is necessary to grasp the boundary of emotional consumption, enhance the awareness of risk prevention, and avoid indulging in false emotions. In the final analysis, virtual emotional products can only temporarily meet the emotional needs of individuals to be accompanied, cared for and comforted, and cannot really solve life problems. For example, "Morning Call Service" seems to urge you to get up early, but ultimately, overcoming inertia depends on personal self-discipline.
Emotions need to be pacified, and the soul desires healing. Everyone has a "big pressure mountain". For emotional consumption, it is advisable to adopt an inclusive and prudent attitude, respect and strengthen guidance to promote its healthy operation in compliance, so as to develop into a new gold digging password. (Liang Yu, commentator of China Economic Network)
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