The Impact of JELLYCAT’s Emotional Positioning on Consumer Behavior in Chinese Youth Market

Abstract

In the modern fast-paced and high-intensity epoch, young people face various life pressures and emotional needs, and buying dolls has become a good way for them to release their emotions. Along with the dynamic changes in preferences of the young Chinese market, the development trend and product design of the plush toy market are also taking place. How to create a differentiated correlation between brand positioning and consumer cognition to raise brand market competitiveness has become a focal point. JELLYCAT has introduced the Amuseeable series of products since 2018, describing dolls as living accessories that resonate emotionally with consumer group and occupy a tiny place in the Chinese youth market. This article begins with the brand awareness among Chinese young consumers, exploring the Chinese youth market competitiveness of JELLYCAT’s emotional positioning in terms of consumer behavior, consumption motivation, and social marketing through questionnaire surveys and some consumer interviews. It not only provides a deeper understanding of the emotional needs of young groups, but also provides more reference value for the brand positioning of similar doll brands.