With the Year of the Horse coming soon, Chinese consumers are buying mascots, dolls, and charms online. They want soft, round, and fun designs instead of formal styles. The focus is now on emotional joy, not big brand names or expensive stuff. Toys and gold accessories are selling quickly. For example, Pop Mart’s "Have a Good Run" plush pendants are sold out. Jewelry brand Chow Tai Seng’s enamel Tang Horse collection has earned over 6 million yuan (US$864,600) in sales since early January, according to Alibaba’s Taobao and Tmall platforms. Maggie Xie, an analyst at S&P Global Ratings, said, "We see that a product’s ability to forge an emotional connection with Chinese consumers is increasingly shaping purchasing decisions." She added, "Chinese consumers’ brand loyalty is waning, and the perceived quality gap between brands in the same category is also narrowing. To win over cautious shoppers, product makers are embedding emotional value into their offerings to boost desirability." Young shoppers born in the 2000s are now key buyers. Retailers are creating festival-themed products to match their tastes and attract holiday shoppers, according to Alibaba’s data.