As the predominant consumer demographic for domestic brands, "Generation Z" possesses consumption habits that hold valuable guiding implications for enhancing brand experiences. The work aims to construct a brand experience evaluation model tailored to the consumption preferences of "Generation Z" consumers for domestic brands to assess the extent to which existing domestic brands are adapted to the "Generation Z" demographic and ensure that brand experiences meet the specific demands of "Generation Z". From the perspective of emotional design, questionnaire surveys and data collection were conducted to categorize the digital consumption habits, consumption personalities, and cultural characteristics of "Generation Z" to extracted