young people are willing to pay for their "mood" to find a cute "match" for their favorite bag.
2024-09-30
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find a cute "match" for your favorite bag | "economic observation" column
industry insiders say that young people are willing to pay for "mood" and the emotional economy is becoming a new fulcrum to drive consumption growth.
in a grocery and gift shop called "mytimelab" on guojin street in changsha, consumers are shopping for "bag hangings". photo by changsha evening news all-media reporter fan honghuan
changsha evening news all-media reporter fan honghuan
have you heard of "bag straps"? recently, this term is rapidly becoming popular among young people. it refers to the doll pendants hanging on bags.
in fact, "bags" are not a new thing. in the past, there were various pendants and keychains in 10-yuan boutiques. nowadays, young people are more inclined to carry their favorite ip images on their backs, such as butter bear, line puppy, chiikawa, etc. in changsha, "bags" that can be seen everywhere have not only become a fashion trend, but also a way for contemporary young people to express their emotions and personality.
"bachelor" harvests young people
on the 25th, the reporter came to a grocery gift store called "mytinelab" on guojin street in changsha. the bag pendants in various dopamine colors were dazzling. from cute cartoon dolls, to hand-woven lanyards, to colorful beaded hanging chains, the prices range from a few yuan to dozens of yuan or even hundreds of yuan, attracting many consumers to stop and buy.
daqing, a citizen, is an office worker born after 2000. collecting various bag accessories is one of her daily hobbies.
"i think bag pendants are a good decoration that can make my bags more unique. every time i see these cute little pendants and touch them, my mood will get better." in daqing's view, " "bag" is like a "partner" that she carries with her. she can also change the pendant according to different occasions and moods, which is very interesting.
since the beginning of this year, the number of views on the topic of "bao tiezi" on the social media xiaohongshu has increased month by month, from more than 30,000 in january to over 500,000 in june. now that tie culture is popular, many people consider the compatibility of bags and accessories based on color, material, and style, and carefully select the most suitable "bag tie" for each bag.
among all kinds of pendants, plush dolls are the most popular. accessories ranging from stellaris to lina belle and jellycat stuffed animals, as well as affordable internet celebrity characters such as capibala, have become popular items sought after by consumers. in addition, disney, sanrio, jellycat, baby gund, miniso and other brands have also launched plush doll "bag hangings".
the soil and water support the "package"
compared with young people's pets such as blind boxes and dolls that cannot be carried around, the various gadgets hanging on the bag are like "walking a baby", which can clearly declare one's interests and taste, and also make the "bag hanging" the gameplay can be infinitely expanded. in addition to high-priced big-name nylon knots and leather pendants, various items such as ip plush dolls, keychains, flip phones, headphone bags, card holders, and blind box capsules priced around 100 yuan have become popular among consumers. a commonly used "package".
“i feel like i’m back in my school days. every time i see my friends, i’ll tell each other what bag accessories they’ve changed.” xiao zhou, a post-2000 generation, told reporters that sometimes when he encounters strangers who wear the same accessories as himself, they can tell each other. shiyi smiled, "i feel like i got the code right."
the reporter noticed that young people's "packaging" also shows regional characteristics. in shanghai, the most common "bags" are disney dolls; in beijing, people may carry ornaments from the lama temple; and in changsha, there are also stinky tofu, sugar-oiled dumplings and other dishes with hunan characteristics. "package".
a cultural and creative store called "dandianyi" located in fengying xili, changsha, sells many unique bag accessories. the shop owner said that they creatively transformed changsha’s food elements into cute little dolls. for example, pendants in the shapes of pepper fried pork, perilla peaches, and preserved pepper eggs are lifelike yet cute, full of creativity, and are loved by many tourists and young people. at the same time, many local cultural and creative bag pendants can be found in some creative markets, handicraft stores or characteristic neighborhoods in changsha.
emotional economy drives new fulcrum of consumption growth
behind the popularity of "bag hangers", the core is that young people have found new emotional value in them: compared with expensive big-name bags, "bag hangers" are high-quality and low-priced, often replaced with new ones, and bring a lot to life. freshness and a little fun.
"i usually have a lot of pressure to study. every time i spend time planting new 'baogai', this process makes me feel very relieved." jiang hui, a second-year graduate student, told reporters that she has collected more than 50 "baogai". moreover, she will also share her pendants with her classmates and exchange their collection experiences, which has become a way for her to relieve stress and expand her social network.
wei lan, a registered senior psychological counselor of the shanghai psychological association, said that contemporary young people pay more attention to individual expression, have stronger cultural confidence, and pay more attention to sharing and are better at sharing. compared with bags that cannot be "changed", "bag hanging" is an object that is not high in cost but can highlight different tastes, preferences and personalities. "just like the ancients also had different pendant accessories such as jade pendants and belt hooks to show their identity and express their preferences. these are all an extension of self-awareness."
currently, generation z and millennials are becoming the mainstay of “emotional economy” consumption. the "2024 young people's consumption trend survey" launched by beijing news shell finance shows that nearly 30% of the young people surveyed will consume because of the emotional value to heal the body and mind. industry insiders say that "emotional value" has an unprecedented impact on product sales, and can even directly affect a company's production strategy and publicity strategy. the emotional economy, which meets emotional demands and massages the soul, is becoming a new fulcrum to drive consumption growth.
source: changsha evening news
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