Nearly 70% of young people secretly upgrade their consumption, and the money is spent here. | 2024 "Consumption Upgrade" Report

Reviewing the consumption upgrade situation in the past year, there is a key word, "Experience First".

For this generation of young people, "experience" is a feeling of immediate satisfaction, paying for emotions and happiness. Whether it is a tangible product or a temporary service, the significance of consumption ultimately lies in "whether it is worth it", whether the value spent can recover the matching emotional value - the underlying logic is that young people are increasingly taking themselves seriously, daring to try new things, and spending money on themselves.

Unlike the previous precautionary measures, young people are no longer obsessed with buying physical objects, but focus on enjoying a short-term emotional release and paying more attention to the present feelings. Compared with long-term choices, they are more willing to choose short-term ones. The future is too far and unpredictable, and the thickness of the wallet in the future is also uncertain. However, since they have a little money now, of course, they should treat themselves well. Having a big meal, watching a movie, having a SPA... The happiness in front of them is real.

We believe that this major trend of consumption upgrade driven by experience and emotional consumption will continue for a long time, just shifting from one field to another, to the next field that can provide mental massage for young people. Where do you think you will continue to upgrade in the future?