The Scene-Based Marketing and Emotional Resonance Pathway of Second-Hand Trade Platforms Based on the Thrift Shopping Culture of Generation Z

Department of Economics and Trade, Tianjin University of Commerce Bousted College, 300392 Tianjin, China

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Abstract

With the advent of the digital era and shifts in consumer cognitive patterns, Generation Z has emerged as the mainstream force driving market demand. Consequently, second-hand platforms must adapt their marketing strategies to cater to this new consumer demographic. This paper analyzes Generation Z’s thrift shopping culture from the perspectives of scene-based marketing and emotional connection. Through a review and synthesis of relevant literature and data, the study identifies three core characteristics of Generation Z’s thrift shopping behavior: a pursuit of individuality, a strong emphasis on emotional value, and high interactivity. It also examines the shortcomings of existing scene-based marketing approaches. The research indicates that scene-based marketing strategies aligned with Generation Z’s emotional experiences and social preferences can enhance user engagement and platform loyalty. Based on these findings, the paper proposes specific methods and pathways for implementing scene-based marketing and fostering emotional resonance. This study offers valuable insights for the second-hand trading market, helping it accurately understand and cater to the shopping psychology of Generation Z consumers, adjust marketing strategies accordingly, strengthen competitive advantages, and promote the healthy growth and development of the second-hand industry.