高考季，大家为“好彩头”花了多少钱？

Core Viewpoint - The high school entrance examination (Gaokao) not only tests students' academic achievements but also serves as a significant marketing opportunity for businesses, with various products and services being tailored to this event [2][3]. Group 1: Marketing Strategies - As the exam approaches, products with homophonic blessings related to success in exams are experiencing a surge in sales, reflecting a cultural trend where consumers seek additional luck [3][5]. - The food and beverage industry is actively participating, with brands like KFC launching "Ding Sheng Cake" (meaning "certain victory") and McDonald's promoting the "Mai Man Fen" meal (homophonic for "full marks") available all day [6][11]. - Apparel brands are also leveraging the exam theme, with Nike and other brands creating products that resonate with exam success, such as T-shirts featuring answer sheet designs and motivational phrases [13][15]. Group 2: Consumer Behavior - Parents are increasingly involved in the exam preparation process, using symbolic clothing and items to express support and alleviate their children's anxiety [25][28]. - The examination period has led to a collective societal effort to support students, with various services like traffic control and discounts for students being implemented [26][28]. - The examination certificate has transformed into a valuable item post-exam, serving as a discount voucher for various services, including entertainment and dining [19][21].