Labubu and Moutai: A Comparative Analysis of New and Old Social Currencies
Recently, an analysis report compared Labubu, which is highly sought after by young people, with the traditional liquor giant Moutai, attempting to explore whether these two social currencies reflect a profound transformation in consumption patterns.
Analysis indicates that although Labubu and Moutai both possess social attributes, there are significant differences in their essence. Labubu's social functions are more based on the shared interests and values of the younger demographic, while Moutai relies more on traditional power and hierarchical relationships. This difference reflects the fundamental distinction between "new consumption" and "traditional consumption."
The report believes that Labubu represents the younger generation's pursuit of emotional value, providing consumers with an instant, delicate, and affordable "dopamine" experience. In contrast, Moutai plays more of a role as a "social lubricant," primarily serving business and other occasions. This difference reflects that China is transitioning from