3 6 Ke·2025-07-31 03:06Core Insights - The collaboration between Oriental Pearl and Mixue Ice City showcases the power of meme marketing, transforming seemingly unrelated brands into partners through humor and social media engagement [1][3][4] - Meme marketing serves as a core driver for brands to connect with users, fulfilling emotional needs and creating a "partner" ecosystem [3][8] Group 1: Brand Collaboration - The partnership between Oriental Pearl and Mixue Ice City exemplifies how brands can leverage humor and memes to create engaging narratives that resonate with consumers [1][3] - Successful meme marketing requires a deep understanding of target audiences and the ability to create relatable content that fosters emotional connections [9][10] Group 2: Marketing Strategy - Brands are increasingly moving towards in-house content operations, enhancing agility and responsiveness to consumer trends [8] - The essence of effective marketing lies in balancing short-term engagement through memes with long-term brand value, necessitating a strategic approach to content creation [10][11] Group 3: Case Studies - Meituan's collaboration with "People" magazine to produce a documentary short film illustrates a successful balance between meme-driven marketing and deeper emotional storytelling [11][14] - Gujia Mattress's initiative to support underprivileged youth through soccer, while leveraging trending memes, demonstrates the potential for brands to create social value and deepen emotional connections with consumers [14][16] Group 4: Challenges and Considerations - The rise of meme marketing may lead to "meme anxiety" among brands, as they fear missing out on trends and may resort to following the crowd without a clear strategy [16] - Building a sustainable "partner ecosystem" requires brands to focus on genuine interactions, high-quality products, and long-term commitments to foster loyalty beyond fleeting trends [17][18]