电商运营：快消年度礼遇场景洞察（送礼）-淘宝

Group 1 - The report highlights the seasonal characteristics of gifting scenarios on the Tmall platform, with peaks in May (Mother's Day, 520) and December (Double Festival), while birthday gifting is a year-round activity [1][5][24] - In the beauty category, birthday gifts account for over 35% of search exposure PV, with skincare products like facial essence and body care being the most preferred, while makeup preferences include color sets, blush, and cushion foundations [1][9][24] - The consumer demographic for Valentine's Day gifts shows a strong female preference (over 90%), with a balanced gender ratio for romantic gifts, primarily targeting the 25-34 age group and high-spending consumers [1][13][19] Group 2 - High-end luxury brands dominate the Valentine's Day gifting market, with brands like Lancôme, Helena Rubinstein, and YSL leading, while domestic brands like Cai Tang and Mao Ge Ping are rapidly growing [2][24] - Tmall's "ShowMax Node Gifting Model" effectively captures high-spending consumers through targeted advertising and promotional strategies, resulting in a 35%+ increase in collection and purchase rates for certain international brands [2][29] - Brands are advised to differentiate their strategies for various gifting scenarios, focusing on long-term operations for birthday gifts and seizing key moments for Valentine's Day gifts, while also tapping into male consumer potential [2][24][25] Group 3 - The search volume for birthday gifts remains consistently high throughout the year, influenced by major promotional events, while Valentine's Day gifts peak in February and May [6][24] - The consumer journey for birthday gifts is approximately 40 days, with a conversion period of about 10 days, while Valentine's Day gifts have a significantly shorter cycle of around 28 days and a conversion period of just 3 days [20][24] - The preferred channels for birthday gifts include search fields and live streaming, while Valentine's Day gifts require a combination of search and external advertising to reach potential consumers [22][24]