China's young shoppers chase emotional fulfillment

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• 00:08

  The way young people shop in China is changing and it's changing fast.

• 00:15

  A new report highlights

• 00:16

  that a significant majority of young consumers are putting emotional value and personal interest at the forefront of their buying choices.

• 00:24

  We discussed this evolving landscape, find out why it's happening and how brands can connect in this new reality.

• 00:31

  Coming to you live from Beijing, this is Roundtable, I'm Steve and for today's show I'm joined by Li Yi and Youshun.

• 00:38

  First on the program.

• 00:40

  Contemporary consumer trends, particularly within younger demographics in China,

• 00:45

  reveal a growing preference for innovative products that offer emotional well-being and align with personal interest.

• 00:52

  Pretty interesting.

• 00:53

  There was a report that came out in 2024 that indicates

• 00:56

  that over 40% of young respondents prioritize emotional value and personal interest as the main drivers behind their purchasing decisions.

• 01:06

  What underlying social,

• 01:07

  economic and cultural forces might explain this increasing emphasis on emotional value and personal interest in their consumption choices?

• 01:15

  An interesting topic indeed and we'll find out more in just a sec.

• 01:20

  First of all, welcome back to the show, Li Yi, it's been 5 years since you've appeared on Roundtable.

• 01:27

  I'm teasing, about 5 months?

• 01:29

  Is that right?

• 01:30

  Yeah, probably a long time no see.

• 01:31

  I mean, I see you every day in the office,

• 01:33

  but a long time no see on the show and especially I think it's my very first show here that you host, Steve, right?

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