Summary of the Key Points
This article thoroughly explains the changes in current retail logic: from buying “useful items” (such as vacuum-sealed roast duck, Starbucks City Cup) to purchasing “social tokens” that prove one’s uniqueness, presence in a certain circle, and affiliation with a particular group. The information gap is no longer about “not knowing the functionality of a product,” but rather about “never having encountered a particular aesthetic or culture.” The pleasure of consumption has also shifted from rewarding oneself with expensive items to obtaining emotional comfort through small expenditures. Retailers and brands must grasp these changes if they want customers to be willing to spend money.
1. Buying Items: It’s About the Sense of Scarcity, Not Their Function
In the past, people would bring Starbucks City Cups on business trips or vacations. Nowadays, foreigners come to Shanghai to buy PANE bags, go to Japan for Uniqlo’s limited-edition T-shirts, or shop in Thailand for good-quality handmade bags. These items essentially serve as “entrance tickets” that prove one has been there and acquired something unique to that place. The sense of scarcity is more important than the product’s functionality itself; sharing these purchases on social media elicits envy and satisfies a desire to feel different from others. Just as people used to value the practicality of items like toilet seat covers when traveling to Japan, today they buy limited-edition T-shirts because they believe “only I have them, not everyone else.” The core concept remains scarcity, but it has evolved from being about product functionality to being about unique experiences.
2. Upgrading Local Specialties: From “Natural Products” to “Cultural Heritage”
In the past, local specialties were simply what was available in that region—such as vacuum-sealed roast duck or souvenir fridge magnets from Yiwu, which relied on their regional value (like Beijing’s ducks or Hangzhou’s West Lake). With advanced logistics and access to information, people no longer lack these items. Instead, they seek “cultural value” in products. For example, PANE clothing from Shanghai not only looks good but also tells the story of the city; Copenn fragrances from Thailand use local ingredients while maintaining a style comparable to international brands. The information gap has shifted from highlighting product usefulness (e.g., tiger-brand plasters for shoulder pain) to showcasing unique aesthetics or cultures (e.g., the quirky beauty of handmade products from Xinjiang or the craftsmanship of Jingdezhen chicken cutlets). These “unique” items have become new sources of value.
3. Shopping as a Way to Connect with Communities
No one wants to feel completely isolated. While there is still a trend towards following mainstream trends, people now prefer to join niche communities. For instance, buying products from independent brands signals that they belong to a particular group. Brands should help customers find these communities—like muva.’s community, which brings together those with similar styles, or brands like Mianchuang Youpin and Pop Mart, which make young people feel that the products match their taste. What you buy is not just a product; it’s an “identity label” that tells others, “I belong to this interesting group.”
4. The Joy of Consumption: Small Expenditures for Emotional Comfort
People are reluctant to spend large amounts on luxury items, but spending 10 yuan on a cup of milk tea or 20 yuan on a random gift box has become the norm. This is a form of “emotional compensation” amidst life’s pressures (KPIs, rent, interpersonal relationships). These small purchases may not be expensive, but they provide a sense of self-care and alleviate anxiety. Sharing photos of coffee cups on social media is not about showing off; it’s about reminding oneself of small moments of happiness. This “substitute joy” has become the mainstream—cost-effective ways to maintain a sense of satisfaction.
5. Retailers Need More Than Just Atmosphere: They Must Create Reasons for Customers to Buy
Retailers are trying to create “micro-resort experiences” with lawns, exhibitions, and markets, but often customers just visit without making purchases. The issue lies in providing only an atmosphere without giving reasons to buy. Visitors should not only take photos but also bring something that proves their presence—like limited-edition mugs from coffee shops or city-themed bags from malls. These items are not necessities, but not buying them makes one feel like they’re missing out on social content to share online, which is a form of “social capital loss.” Independent coffee shops sell merchandise not just for profit but as a way to provide customers with a tangible reminder of their visit, encouraging them to return.
In Conclusion
The essence of retail has never changed: it’s always about satisfying the desire to feel unique and recognized. The forms have evolved—from local specialties to cultural designs, from focusing on product functionality to emphasizing aesthetics, and from following mainstream trends to joining niche communities. By understanding these changes, retailers can better connect with today’s consumers.