泡泡玛特的“无用之用”成了最大的价值 一直以来我们都认可为物质付费,但是情绪经济已在迅速发展壮大。 Z 时代的成长早就没有物质焦虑,情绪经济的本质是物质过剩时代的精神刚需。 当功能性需求被充分满足后,消费决策的核心转向情感认同与存在感构建。泡泡玛特的成功启示在于: ​产品即媒介​:通过IP留白创造用户情感投射空间 ​消费即体验​:将购物行为娱乐化、仪式化、盲盒稀有款的体验是独一无二 ​品牌即社群​:通过UGC与圈层文化强化用户归属感,名人带货 情绪经济市场发展壮大,谁又有能说炒鞋、炒 NFT、玩 meme 、谷子经济这些不算呢? 泡泡玛特的成功并非孤例,而是物质过剩时代消费逻辑的重构。当商品的功能性价值逐渐退居次席,​文化符号的叙事能力与情感共鸣的稀缺性正成为新消费时代的核心驱动力,但我还是分辨不出,究竟怎么样的情绪产品是好产品?
IP
-0.36%
NFT
-0.49%
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