What changes have occurred in the shopping standards of young people 

1、 The transformation of consumption consciousness among the younger generation in Japan

1.1 Transitioning from the satisfaction brought by "possession" to the experience brought by "use"

In the past, many consumers were based on "owning goods" themselves, with owning famous brands and new products representing richness and dignity. And currently, the mindset of young Japanese people is changing. Instead of taking things under their own name, they are more concerned about whether this thing can bring them practical use and experience.

1.2 The rise in prices and the concept of cherishing goods jointly drive change

The sustained price pressure, coupled with the revival of traditional consciousness of '吸うやつ', makes young people unwilling to pay for a simple sense of possession. The attractiveness of idle and easily outdated products has decreased, and people are starting to carefully examine the meaning of every purchase.

2、 Consumer characteristics that emphasize the value of use

2.1 Leasing, sharing, and short-term utilization services are favored

The popularity of rental services such as clothing, camping equipment, and audiovisual membership has increased. No need to hold for a long time, only use it when needed, use it up and return it, reduce hoarding, and meet the storage restrictions of small-sized residential units.

2.2 Prioritize the purchase of practical, durable, and multifunctional items

Compared to fancy limited edition and decorative products, products with solid functionality, long-lasting usability, and adaptability to various scenarios are more popular. The core value of a product lies in its continuous use, not in its display.

3、 Market issues and development directions

3.1 Weakening the effectiveness of relying on scarcity and limited marketing methods

The commonly used limited edition sales and collection oriented marketing have decreased their appeal to this group. Propaganda that only stimulates possessiveness is difficult to impress young people who value utility.

3.2 Building product ideas around experiential value

The consumption of the new generation is not about being unwilling to spend money, but about refusing meaningless possessions. Brands should break away from the old framework of 'having is happiness' and focus on conveying convenience, comfort, and user experience during use. Only by conforming to these values can we capture the consumption needs of young people.