Labubu蹭上高考，营销的最佳范式？

Group 1 - The article discusses the rising popularity of Labubu, a character that has become a cultural phenomenon, particularly during the high school entrance examination season in China [1][3][17] - Labubu's marketing success is highlighted as it has transformed from a niche product to a symbol of family dynamics and societal expectations, especially in the context of the high-stakes examination [4][19] - The high school entrance examination is recognized as a challenging marketing opportunity for brands, with many attempting to leverage this event for promotional purposes [6][7][16] Group 2 - Historical context is provided, tracing the evolution of high school examination marketing back to 2003, when Nestlé's KitKat capitalized on a phonetic connection to success in Japan [8][12] - This year, over 20 brands participated in high school marketing, focusing on themes of good fortune, service, and product quality [10][12] - Brands are increasingly shifting towards service-oriented marketing strategies, recognizing that the examination period is not suitable for aggressive sales tactics [16][22] Group 3 - The article emphasizes the importance of emotional resonance in marketing during the examination period, suggesting that brands that create widespread emotional connections can achieve lasting impact [16][21] - Labubu's recent viral moments on social media illustrate how brands can effectively engage with audiences by tapping into shared cultural experiences [17][19] - The article also notes that while high school marketing presents challenges, it also offers opportunities for brands willing to innovate and connect authentically with consumers [21][25]