Decompression consumption is favored by experts： ＂Emotional consumption＂ urges heat to decompress the economy
The fast pace of city life makes everyone pursue spiritual "healing" after work. The need to relieve stress and relax has also spawned some new formats, such as archery, Muay Thai, land surfing and playing tufting, which are being sought after by more and more young people.
Draw your bow, take a deep breath, hit the target with a "whew", and the troubles and pressures are invisibly taken away by the arrows that leave the string. In an archery hall in Wuhan, the arrow path is full of young people who experience archery fun and relax.
Customer Ms. Ren:When an arrow goes out and you are very focused, you forget other pressures around you.
He Long, coach of Archery Hall:Compared with last month, the flow of people this month has increased by about 70%.
In Kunming, Yunnan, an indoor venue of more than 7,000 square meters, the experiencer can jump freely in the trampoline area, complete fancy dunks in the slam dunk area, climb the eaves like a martial arts expert in the movie in the rock climbing area, and sweep away all the pressure in the scenery full of science and technology and the music with strong rhythm. Mengchong Experience Hall is a good place for many young people to relax on weekends. Handmade a canvas in the museum, a tufting gun and several rolls of wool, and operated on the cloth board "chug chug", can also make people immerse themselves in it and play for hours.
Customer Ms. Zhou:Cats and puppies have no sense of distance, and they will come to you actively, and you will feel the warmth of being needed.
Ms. Wang, a tufting experiencer:Tufting (tufting) uses wool to print some patterns that you like, which makes people feel very fulfilled.
The demand for decompression has also spawned some new formats. In this upside-down museum in Wuhan, Hubei Province, the whole space is designed with a 180 inverted real scene, and all objects are fixed on the "roof". Just stand, lie down, set up the photo action and rotate the mobile phone, and you can reverse the earth, and easily unlock the "flying over the eaves" and the "super power" suspended in the air in one second. In this indoor decompression hall in Nanjing, Jiangsu Province, wonderful scenes and creative devices allow young people to get more diverse experiences here.
The rising sales of decompression products bring new entrepreneurial opportunities.
With the rising demand for decompression consumption, businesses from all walks of life are also eyeing this decompression market, which is "popular" by young people. Last year, data showed that the overall growth rate of decompression toys in a shopping platform reached 40%, emerging decompression products kept emerging, and various new services related to decompression kept emerging, which also provided more new space for entrepreneurship.
In an online shopping platform, fresh small toys such as fingertip gyro and decompression Rubik’s cube, which are mainly decompressed, range in price from several yuan to several tens of yuan, and the sales are very hot. In the product introduction, merchants will also mention that these toys are helpful for emotional adjustment.
From the feedback of buyers, this unconscious pressing action and simple "bam bam" sound effect can relieve stress and psychological anxiety to some extent. At present, in addition to the online shopping platform, all kinds of decompression toys are also sold in online stores.
In the small commodity market in Yiwu, Zhejiang Province, the reporter found during the visit that many shops sold more than 10,000 pieces of decompression toys, and the monthly sales of some "explosive" decompression toys could reach 700,000 to 800,000 pieces.
The increase in market orders has also boosted the production enthusiasm of the decompression toy factory. In Yiwu, a large toy manufacturer, 50 injection molding machines are running at full capacity to make a batch of decompressed toy orders.
In addition to the hot sales of decompression products, new services related to decompression are constantly emerging, and many entrepreneurs are also targeting this market. This one-year-old handmade museum in Kunming, Yunnan, can experience many handmade projects such as quartz sand painting and tufting. During the peak period, the shops are often full, and the daily income is around 1000 yuan.
Expert interpretation: "Emotional consumption" urges heat to decompress the economy.
Why are more and more young people keen on decompressing consumption now? Mainly because young people are more willing to pay for consumer products that can provide emotional value.
Relevant data show that there are currently 810 enterprises in China whose names or business scope or products, services or trademarks contain "decompression". Last year alone, there were more than 70 newly registered enterprises, a year-on-year increase of 94.59%. In the opinion of experts, behind the hot consumption of decompression is the result of the joint action of market supply and demand. In the long run, it is necessary to meet the needs of consumers more accurately and cultivate new growth points for decompressing the consumer market.
Wang Yun, Associate Professor, School of Economics, Renmin University of China:Such an explosive growth of decompression products and services is also due to the joint role of both sides of the market. Then, from the supply side of the market, (in the future) can they provide consumers with better services and commodities, including some upgrades to their own products and services, so that everyone can better relieve the pressure and relax their physical and mental feelings, which is also a very good kinetic energy to help these businesses continue to develop in this industry.
(CCTV reporter Han Bing Guo Linjie Hubei Taiwan Jiangsu Taiwan Yiwu Taiwan)