Sun Yixia
Sun Yixia is a prominent marketing professor at Zhejiang University, specializing in consumer behavior and market trends, particularly among younger demographics. She has been recognized for her insights into how modern consumers, especially millennials and Gen Z, are reshaping traditional notions of holiday shopping and personal spending, emphasizing the shift from functional needs to emotional resonances in their purchasing decisions.
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Sun Yixia is a marketing professor at Zhejiang University who analyzes the changing consumer behaviors of young people during the Spring Festival.
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