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cover of episode 09.情绪价值拉满,到底能有多赚钱?

09.情绪价值拉满,到底能有多赚钱?

2024/11/17
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大方谈钱

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People
林瑶
章衡
薇薇薇
Topics
薇薇薇: 情绪价值与消费行为密切相关,许多消费行为的背后是为了满足情绪上的需求。一次糟糕的旅行经历,促使我进行了一系列高消费的疗愈性消费,以安抚负面情绪。这说明情绪价值已经与消费行为密不可分。 薇薇薇: KC5手机壳的高价位销售成功源于其精准切入消费者情绪价值的营销策略,通过反差感、季节限定、联名款以及精美包装,将手机壳从简单的实用工具转变为表达自我和满足情绪的载体,价格不再是主要考量因素。 薇薇薇: 在不确定性环境中,品质稳定的产品能带来安全感和情绪稳定,例如,在旅途中喝到一杯冰咖啡,能瞬间安抚焦虑的情绪,并让我持续购买这个品牌的咖啡。 薇薇薇: 逛东北大集等烟火气十足的生活体验能带来治愈感和温情,这种烟火气和人情味是城市生活中难以获得的,能有效抚慰情绪。 薇薇薇: 拟人化赋予商品人格属性,增强消费者与商品的羁绊,促进复购。例如,我购买的Jellycat毛绒玩具,因为其拟人化的设计和优质的手感,让我对其产生强烈的依恋,并不断扩大其家族成员。 薇薇薇: 一些消费品具有投资属性,例如潮玩和二手市场交易,能带来情绪价值和财富增长,但我的乐高收藏却因为猫的破坏和量产而贬值,说明并非所有收藏品都能增值。 章衡: 情绪价值消费的公式可能包含反差感、季节限定、联名款以及品牌理念。成功的品牌营销能够将产品与消费者的情感需求完美结合,从而提升产品价值。 章衡: 积极向上、挑战自我等情绪在户外品牌营销中应用广泛,并产生连带消费。消费者购买户外产品,不仅是为了满足功能性需求,更是为了表达一种生活方式和价值观。 章衡: 一次性情绪消费服务也存在市场,例如付费爬山服务,满足了消费者在特定时刻的情感需求。虚拟产品也能满足情绪价值,例如“爱因斯坦脑”和AI男友,虽然没有实际功能,但能满足消费者的心理需求。 章衡: 消费者情绪价值的预期会随着时间的推移而提高,因此,品牌需要不断提升产品和服务品质,才能持续满足消费者不断变化的需求。 林瑶: Stanley保温杯的成功在于将功能性产品转化为具有情绪价值的社交符号。通过改变杯形、颜色、推出季节限定款和联名款,Stanley保温杯成功地从一个普通的保温杯,转变为一个时尚单品和社交符号。 林瑶: 男性消费者也为情绪价值买单,例如购买户外运动装备和钓鱼装备,这些产品不仅具有功能性,更代表了一种生活方式和价值观。 林瑶: 经济发展阶段不同,消费倾向从物质转向精神,情绪消费成为趋势。在经济快速增长的阶段,物质消费占据主导地位;而在经济增速放缓的阶段,情绪消费和精神消费则成为新的增长点。 林瑶: 品牌长期主义和短期主义决定了其发展方向和生命力。长期主义的品牌注重产品品质和消费者体验,而短期主义的品牌则更注重短期业绩增长,这两种策略对品牌长期发展的影响截然不同。 林瑶: 海底捞的成功在于其细致入微的服务,满足了消费者对品质和情绪的需求。其个性化服务和对细节的注重,提升了消费者的用餐体验,并使其成为一个具有强烈情绪价值的品牌。 林瑶: 个性化服务能提升情绪价值,例如博物馆陪逛服务和亲子摄影服务,这些服务能满足消费者对个性化和专业化的需求,提升其消费体验。 林瑶: 文旅行业中,知识性和个性化服务能提升消费者情绪价值。新东方文旅的成功,在于其将知识性和文化体验与旅游相结合,满足了消费者对文化和知识的需求。 林瑶: 一些消费品具有投资属性,例如潮玩和二手市场交易,能带来情绪价值和财富增长。年轻人更关注香氛、潮玩、旅行等品类,这些品类能满足年轻人的情感需求和生活方式。 林瑶: 纯靠情绪价值的商品难以持久,品质是关键。虽然一些商品可能通过情绪营销获得短期成功,但长期来看,产品品质仍然是决定其市场竞争力的关键因素。

Deep Dive

Key Insights

Why has Stanley's thermos brand seen exponential growth in recent years?

Stanley's growth is driven by its transformation from a functional product to an emotional symbol. The brand introduced colorful, seasonal, and celebrity-collaboration designs, turning the thermos into a social and lifestyle accessory. It’s now seen as a status symbol, especially among women, with its products used in various social settings like music festivals, yoga, and hiking. The brand also created a secondary market for rare and limited-edition items, further boosting its appeal.

What role does emotional value play in the success of high-priced phone cases like K-Stay 5?

K-Stay 5 phone cases succeed by tapping into emotional value through customization, unique designs, and collaborations with popular themes like Barbie and local zoos. The brand offers a range of colors, accessories, and packaging, creating a sense of exclusivity and personalization. Despite high prices, consumers are willing to pay for the emotional satisfaction and social identity these products provide.

How has Jellycat become a popular brand among adults?

Jellycat appeals to adults by offering high-quality, comforting plush toys that serve as emotional companions. The brand’s unique designs, such as turning everyday objects like burgers and eggplants into plush toys, create a sense of novelty and fun. Jellycat also uses social media to engage consumers, and its products are often gifted, adding a social and emotional layer to their value.

What trends in emotional consumption are emerging in China?

In China, emotional consumption is shifting from material goods to experiences and services. Trends include the rise of pet-related products, outdoor activities like hiking and cycling, and cultural experiences such as concerts and travel. Brands that offer emotional value, like Stanley and Jellycat, are thriving, while services like personalized museum tours and AI companions are gaining popularity.

Why do consumers pay premium prices for products with emotional value?

Consumers pay premium prices for emotional value because these products offer more than functionality—they provide identity, comfort, and social connection. Brands like Stanley and Jellycat create emotional bonds through unique designs, storytelling, and lifestyle associations. The emotional satisfaction and social status these products confer justify their higher costs.

How does emotional consumption differ between men and women?

While women often gravitate toward products like Stanley cups and Jellycat toys, men also engage in emotional consumption, particularly in areas like outdoor gear and fishing equipment. Men’s purchases are often tied to hobbies and lifestyle aspirations, such as adventure and self-improvement, showing that emotional value transcends gender but manifests differently.

What is the significance of limited-edition and collaboration products in emotional consumption?

Limited-edition and collaboration products amplify emotional consumption by creating scarcity and exclusivity. These items, like Stanley’s seasonal cups or K-Stay 5’s themed phone cases, tap into consumers’ desire for uniqueness and social recognition. They often become collectibles, driving both primary and secondary market demand.

How does emotional consumption impact investment opportunities?

Emotional consumption opens new investment opportunities in sectors like pet care, outdoor gear, and experiential services. Brands that successfully integrate emotional value, such as Stanley and Jellycat, experience rapid growth and strong consumer loyalty. Investors are increasingly focusing on companies that cater to emotional needs, as these trends align with shifting consumer priorities.

What are some examples of emotional consumption in the service industry?

Examples include personalized museum tours led by history students, AI companions, and services like paid companionship for activities like hiking. These offerings provide emotional support, convenience, and unique experiences, catering to consumers’ desire for connection and personal growth.

How do brands like Stanley and Jellycat create long-term emotional bonds with consumers?

Brands like Stanley and Jellycat create long-term emotional bonds by consistently delivering high-quality products, fostering a sense of community, and offering personalized experiences. They use storytelling, social media engagement, and limited-edition releases to keep consumers emotionally invested, ensuring repeat purchases and brand loyalty.

Chapters
本期节目探讨了情绪消费的现象,以Stanley保温杯和手机壳为例,分析了品牌如何赋予产品情绪价值,并探讨了情绪价值在消费决策中的作用。
  • 情绪消费已成为一种普遍现象,尤其在年轻人中。
  • 品牌通过反差感、季节限定、联名款等方式赋予产品情绪价值。
  • 情绪价值已成为品牌增长的重要动力。

Shownotes Transcript

欢迎来到大方谈钱,这是一档由华夏基金出品的播客栏目。钱是桥梁,生活才是目的,我们关注每一个人生活中和钱相关的大事小事。

在本期《大方谈钱》中,我们深入探讨了情绪消费的隐秘力量——那些在无形中驱动我们打开钱包的情感按钮。从喜悦到孤独,从焦虑到满足,情绪如何塑造我们的消费行为?从 Stanley、Jellycat 到Labubu,情绪价值如何拉爆这些品牌?我们邀请了华夏基金消费研究员林瑶,与我们一起揭示情绪价值在消费决策中的核心作用,探讨未来可能引领市场的前瞻性行业。

本期节目,我们将一起:分析情绪如何成为消费行为的催化剂,探索情绪价值如何转化为品牌增长的动力,揭示如何通过情绪消费找到投资的新机会。现在,就让我们一起开启这场关于情绪和消费的智慧之旅吧!

如果你也曾经为情绪价值付过费,欢迎你在评论区分享你的故事和想法。

Timeline

Part 01 生活中的情绪消费:小投入,大满足

01:02  旅行故事:从“差旅灾难”到千岛湖的舒适疗愈之旅

02:53  品牌案例 01:Stanley 史丹利杯,如何从军队保温壶变成北美女生的“社交必需品”?

07:53  情绪消费公式:反差感、季节限定、联名款,如何让商品变成情绪符号?

09:48  品牌案例 02:手机壳为什么能卖到千元?从环保理念到“小红书情绪营销”

14:12  男性也为情绪买单:冲锋衣、钓鱼装备背后的消费情绪是什么?

Part 02 情绪消费的宏观趋势:从物质到精神

17:54  日本的启示:经济发展后的情绪消费,如何从物质转向精神?

21:46  抚慰心灵的“小确幸”:Jellycat 毛绒玩具为什么能成为“成年人玩具”?

**25:21   **拟人化:赋予人格属性后,情绪价值更难割舍

27:57  奇葩消费:爱因斯坦脑与AI男朋友,虚拟商品的情绪价值探索

33:25  生活方式溢价:户外运动、骑行、宠物消费的爆发式增长背后

Part 03 消费如何延伸情绪与价值

37:26  “用小钱撬动大情绪”:从海底捞服务到逛东北大集的各种细节,什么能治愈你?

42:27  质量差纯贩卖情绪能火一时,但很难长久

43:36  从找人爬泰山到爱因斯坦脑,一次性的情绪消费服务

46:31  情绪价值带来的商机:陪逛博物馆的大学生、更懂亲子摄影的宝妈

51:44  消费即投资:潮玩与二手市场的情绪溢价,如何从花钱到攒钱?

53:13  年轻人的消费共识:香氛、潮玩、旅行,哪些行业更有潜力?

53:57  情绪消费的真相:无论是满足自己,还是为他人着想,最终都是在寻找美好生活的途径

本期制作

**嘉宾:**林瑶

**主播:**章衡 惟惟惟

**制作:**长波工作室

免责声明

温馨提示:播客大方谈钱由华夏基金出品,所有投资相关内容皆以交流分享为目的,仅供参考,不构成任何市场预测、判断,或投资、咨询建议。本节目不作为个股推荐,不作为任何法律文件,内容中的所有信息或所表达意见不构成投资、法律、会计或税务的最终操作建议,华夏基金不就资料中的内容对最终操作建议做出任何担保。在任何情况下,本公司不对任何人因使用本资料中的任何内容所引致的任何损失负任何责任。我国基金运作时间较短,不能反映股市发展的所有阶段。市场有风险,入市需谨慎。