From Blind Boxes to Plush Toys: Young Chinese Consumers Shift Spending Habits
BEIJING – A recent shift in consumer behavior among young Chinese is evidentin the rising popularity of Jellycat plush toys, coinciding with a decline in the appeal of blind box phenomenon, epitomized by the brand Pop Mart.
While Pop Mart, known for its collectible figurines sold in opaque boxes, enjoyed a surge in popularity in recent years, a growing number of young consumers are nowopting for the soft, cuddly charm of Jellycat. This trend is reflected in online discussions and sales data, with many young adults expressing a preference for the tactile comfort and emotional connection offered by Jellycat’s plush toys.
Iused to spend a lot of money on Pop Mart blind boxes, hoping to get the rare figures, said 23-year-old Li Wei, a graphic designer in Beijing. But I realized I was just chasing a fleeting senseof excitement. Now, I find more satisfaction in collecting Jellycat plush toys. They’re soft, huggable, and bring me a sense of comfort and peace.
This shift in consumer preference can be attributed to several factors. Firstly, the novelty and excitement surrounding blind boxes have begun to wear off for some consumers. The element of surprise, initially a key draw, has become predictable, leading to a sense of fatigue.
Secondly, the rising cost of living and economic uncertainty have prompted many young consumers to re-evaluate their spending habits. While blind boxes can be expensive, especially when chasing rare figures, Jellycat plush toysoffer a more affordable alternative, with prices ranging from a few hundred yuan to several thousand yuan.
Thirdly, the emotional appeal of Jellycat plush toys resonates with a growing desire for comfort and self-care among young adults. The soft, cuddly nature of these toys provides a sense of comfort and emotional security, particularlyin times of stress and anxiety.
Jellycat toys are not just toys; they are companions, said Zhang Mei, a psychologist specializing in youth mental health. They offer a sense of comfort and security, which is particularly important for young people who are navigating the pressures of modern life.
This shift in consumerbehavior also reflects a broader trend towards prioritizing quality and emotional value over fleeting novelty. Young consumers are increasingly seeking experiences and products that offer lasting satisfaction and a sense of connection.
The rise of Jellycat plush toys and the decline in blind box popularity highlight the evolving preferences of young Chinese consumers. This shift towards emotionalvalue and mindful spending is likely to influence future trends in the consumer market.
While Pop Mart and other blind box brands continue to hold a significant market share, the growing popularity of Jellycat suggests a changing landscape in the world of collectibles. The future of consumer spending may be driven by a desire for comfort,emotional connection, and sustainable value, rather than fleeting novelty and the pursuit of rarity.
【source】https://36kr.com/p/2925575846927236
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