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As one of the 2024 Golden Inner Bay Consumption Season and Summer Consumption Promotion Activities of the Shenzhen Municipal Bureau of Commerce and the 2024 Futian District Summer Promotion Fee Series, the 36Kr X TAGSIU 2024 Te'ang Festival, through the creation of a co-creation platform, the combination of different business formats, and cultural sharing salons, better meets the personalized, diversified, and quality service consumption needs of the people. At the same time, it innovates the night economy scene model, provides a model for promoting the development of new consumption, and helps to improve the quality and expand the capacity of urban consumption.

It can be seen that from the "Consumption Boosting Year" in 2023 to the "Consumption Promotion Year" in 2024, protecting the rise in consumption has always been the focus of China's economic work. With the implementation of a series of policies to promote consumption, the potential of the consumer market is also being released. However, as China's consumption recovers and warms up, huge changes have taken place from consumers, capital to policies, and a "big change" in the consumer market is quietly taking place.

"It's not that I can't afford XX, but that XX is more cost-effective." Cost-effective literature has become a hot topic; Taobao and JD.com have added billions of subsidies, returned to the low-price strategy, and Pinduoduo has been listed on the Fortune Global 500; various types of offline discount stores and outlet malls have accelerated their expansion, such as snack shops, which have maintained a high growth rate in recent years and will become another 10,000-store track in 2024... Rational consumption concepts are becoming mainstream.

But on the other side of the coin, consumers are willing to spend a fortune to satisfy their emotional needs. The expensive and popular Jellycat, the "Nie Nie" that costs hundreds or thousands of yuan each, the badminton that is out of stock due to price increases, the popular "Zibo Gankao", Harbin ice and snow tourism, the "blowout" of the performance market... "Grab the ticket to eat, and watch the performance in the front row" has become one of the most representative images.

In the midst of drastic changes, all industries are facing huge challenges and opportunities. McKinsey released the "2024 China Consumer Trends Survey" and stated that consumer confidence is continuously differentiated. Different groups of people have different consumer confidence and preferences, which contain different consumer opportunities; Jones Lang LaSalle stated in the "2024 China Retail Consumption Top Ten Trends Outlook" that China's "consumption stratification" is accelerating.

If we were to summarize the current "contradictory" phenomena, the life attitude of "focusing on basic needs and 'rewarding' yourself" might be the most appropriate. Consumers are eager to find a balance between consumption rationality and the happiness of enjoying "buy, buy, buy".

The three-day 36Kr X TAGSIU 2024 Teong Festival first grasped the core pain points of consumers and created a new interest social circle and energy field: "super delicious" craft beer at night, "super exciting" national boxing during the Olympic month, "super nice" Teong musicians' performances during the Chinese Valentine's Day, as well as "super interesting" drama performances and "super cute" IP peripherals, filling the whole city with a joyful and relaxed atmosphere.

Through cross-border cooperation and creative collision, this event integrates social and cultural aspects, creating a new interest social circle and energy field, while showcasing Shenzhen’s modern and international urban image, and accumulating strength for Shenzhen’s local brand culture to "go out of the circle."

Moreover, as a witness and participant of the wave of change, 36Kr once again held the [8:01Kr] offline live salon at the event, inviting investors, brand managers, senior media professionals, cultural celebrities, designers, entrepreneurs and other parties to share insights into changes in consumer demand, explore the possibilities of consumption scenarios, and explore the path for brands and consumers to grow together through topics such as "Necessary consumption is being changed", "Pioneers of the night economy", "How brands can break out of the circle", "Lifestyle: New Expression, New Resonance, New Imagination", and "Shenzhen has possibilities". While creating new consumption scenarios, they also understand new consumption trends, exchange local culture, promote the "Teon" spirit, and promote high-quality consumption development.

At the same time, 36Kr is well aware that the second half of the brand will focus on users. "Let consumption return to what it should be, and let consumers consume for the life they really want" will also become the consumer attitude that brands need to protect most at the moment. It has nothing to do with business models or sales channels, but the brand's adherence to the "commercial justice" attitude of allowing consumers to get the life they really want.

Based on this, after two months of solicitation and selection, 36Kr selected 30 highly representative "attitude brands" among more than 300 registered cases, which can respond to the needs, emotions and culture of consumers and take responsibility by helping people, communities and the earth. On August 9, witnessed by more than 70 brands and many audiences on site, 36Kr officially released the "2024 Attitude Brands".

They are distributed in basic consumption such as catering and accommodation, housekeeping services, elderly care and childcare; improved consumption such as cultural entertainment, tourism consumption, sports consumption, education and training, and residential services; new consumption areas such as digital consumption, green consumption, and healthy consumption. They not only cover every detail of consumers' daily lives, meals, drinks, snacks, and health, but also go deeper into work methods, life attitudes, and social responsibilities.

They insist on the attitude of cost-effectiveness, such as Zhao Yiming Snacks, a representative brand of mass-market snacks, and Kuafu Fried Skewers, a representative brand of street snacks; they insist on the attitude of science and technology, such as the "unprecedented" 3i and the "mechanical feedback, no fatigue after long riding" Miqua mBike; they insist on the attitude of health, such as Paishanshi, who "let the ingredients be more than just the ingredient list", and Mr. Herbal, who "redefines herbs"; they insist on the attitude of fashion, such as Tonton BOTTLED JOY, which "redefines the trendy way of drinking water", and Huazai, which "let the senses be free first"; they insist on the attitude of green, such as Renjian Waste, which "environmentally friendly household products, naturally have your share"; they insist on the attitude of "innovation" in "feelings", such as Asia Soda, which "is full of bubbles and flavors", and Yuxuandao, which "takes 'recasting the national soul' as its mission, undertakes social responsibilities and creates social value"; they insist on the attitude of fun, such as 52TOYS, which "has fun", and Peace Elite, which "returns from excitement"...

Although each brand has a different attitude, according to 36Kr's "2024 Attitude Brands", they all meet consumers' new expectations for happy consumption. We look forward to more brands joining this ranks and jointly promoting consumption to return to what it should be, allowing consumers to consume for the life they really want.