七夕“浪漫经济”带动实体店销售，小城消费升温

Group 1 - The "romantic economy" is driving significant growth in offline consumption, particularly in the lead-up to the Qixi Festival, with a notable increase in diverse and youthful spending trends [1][2] - From August 16 to August 25, sales of beauty and personal care, jewelry, and clothing categories saw over 200% year-on-year growth in group buying orders [1][2] - The demand for quality experiences is rising, with concert and music festival group buying orders increasing by 142% and 127% year-on-year, respectively [2] Group 2 - Smaller cities are showing strong potential in romantic consumption, with cities like Kaifeng and Jingdezhen reporting sales growth in accommodation and dining orders of 284% and over 100% respectively [3] - The demographic of consumers making purchases for Qixi is predominantly young, with over 40% of orders coming from individuals born after 1995 [3] Group 3 - Jewelry group buying sales surged by 255% leading up to Qixi, with brands leveraging live streaming and collaborations to attract new consumer segments [4] - Notable jewelry brands have launched new products and marketing strategies, achieving significant sales milestones, such as Zhou Dazheng's live streaming event generating over 11 million in GMV [4] - The trend of integrating brand IP concepts into new product offerings is gaining traction, with various brands successfully engaging younger consumers through innovative marketing approaches [4]