Beyond the Product: How 'Gu Zi' Culture is Redefining Value in China's Youth Market

This mindset is driven by the desire to own a piece of the brand's identity or to showcase one's fandom, and it has significant implications for businesses and marketers. Companies must adapt to these changing trends by offering products and experiences that cater to the emotional and social needs of young consumers. The success of companies like Wallace, which has managed to attract young consumers with its appealing peripheral products, is a prime example of this trend. By providing not only delicious food but also interesting peripheral products, Wallace has given young consumers a "double happiness" experience, making them feel that buying a meal set is not just about solving hunger, but also about gaining a unique experience.

The preference for bundles and sets that include collectible items among Chinese consumers reflects a unique aspect of their consumer behavior, driven by the desire to own exclusive merchandise and the perception of better value for money. This trend underscores the importance of considering the cultural and psychological factors that influence purchasing decisions in the Chinese market. As young consumers increasingly prioritize experiences, emotional connections, and social status over material possessions, companies must innovate their marketing strategies to cater to these needs.

The concept of "收集DNA" or "collecting DNA" is also relevant in this context, referring to the act of collecting or gathering items related to a brand or franchise. This behavior is often driven by the desire to own a piece of the brand's identity or to showcase one's fandom. The phrase "不是谷子买不起送的更有性价比" suggests that the perceived value lies not just in the primary product but also in what comes with it, implying a preference for bundles or sets that include these collectible items.

In the new consumption era, emotional consumption and experiential consumption have become increasingly important. Young people are more willing to pay for products or services that bring them joy and satisfaction, and companies like Wallace have successfully tapped into this trend by providing unique experiences and products that meet these emotional needs. The success of Wallace in attracting young consumers is not only due to the quality of its products but also its deep understanding of young consumers' needs and preferences, and its innovative marketing and product strategies.

Overall, the rise of "谷子" culture and the shift in consumption priorities among young people in China have significant implications for businesses and marketers. Companies must adapt to these changing trends by offering products and experiences that cater to the emotional and social needs of young consumers, and by providing unique and exclusive merchandise that enhances the perceived value of their purchases. By doing so, companies can tap into the growing demand for experiential consumption and emotional connections, and establish a strong brand presence in the competitive Chinese market.