从恋爱经济到关系经济，七夕营销，品牌如何谈「爱」？

Core Insights - The shift from "舔狗文学" (dog-like love literature) to a focus on "high-quality intimate relationships" reflects a change in young people's attitudes towards love, emphasizing rationality, equality, and mutual growth [1][26] - Young consumers are increasingly viewing love as an experience rather than a goal, leading to a transformation in their spending behavior during festivals like Qixi [1][26] Group 1: Changing Consumer Behavior - The average search interest for Qixi has reached 2.21 times that of Western Valentine's Day, indicating a renewed recognition of traditional festivals among young people [2] - A survey revealed that 33.94% of consumers prioritize "companionship" over gifts, highlighting a new logic where presence is more important than material gifts [4] Group 2: New Consumption Trends - Trend 1: Instant retail is enhancing emotional presence, with a rise in "emergency gift delivery" needs, especially for long-distance couples [4][8] - Trend 2: Young consumers are leaning towards "rational romanticism," with 46.28% prioritizing practicality in gift selection, such as small-weight gold items that serve both decorative and investment purposes [8][10] - Trend 3: Experience-based consumption is on the rise, with a 122% increase in bookings for "hotel + dinner" packages during Qixi, emphasizing the creation of shared memories over material possessions [13] Group 3: Brand Marketing Evolution - Brands are shifting from a gift-centric marketing approach to one that focuses on emotional connections and relationship quality, moving away from merely promoting products [14][26] - Marketing strategies are expanding to include various forms of relationships, such as friendships and self-care, rather than solely targeting couples [19][25] - The concept of "relationship economy" is emerging, where brands are expected to provide experiences of understanding and companionship, rather than just products [26]