电商运营：2025七夕营销复盘

Core Insights - The report titled "E-commerce Operations: Review of Qixi Marketing 2025" focuses on the marketing practices of representative brands in five major industries: luxury goods, beauty, fast-moving consumer goods (FMCG), food and beverage, and platforms, analyzing their strategies, channel performance, and consumer feedback [1][4][5] Luxury Goods Industry - Chopard collaborated with Pop Mart to launch a limited edition set for Qixi, primarily using Xiaohongshu as the main advertising channel, but faced issues with brand and IP integration and unclear target audience [1][12] - LOEWE partnered with actors Chen Duling and Chen Zheyuan to create a micro-drama titled "Que Ding Ai," leveraging cultural symbolism and social media for targeted audience penetration, although the "earthy" impression of the short drama impacted the brand's high-end image [1][22][27] - Tiffany released a radio series "I Am the Subject of Love," collaborating with top podcasters to explore individual subjectivity in love, with Xiaohongshu as the core communication channel [1][29][32] Beauty Industry - Natural Hall returned to its roots in the Himalayas, launching an advertisement titled "Meet the Rainbow, Natural Good Luck," and initiated the "吸好运" campaign, primarily using Douyin for diverse content dissemination [1][36] - SK-II collaborated with Mayday to release a short film "Loveing, Crystal Joying," featuring a bouquet gift box and offline pop-up stores, focusing on Xiaohongshu and Douyin for marketing [1][34] Fast-Moving Consumer Goods (FMCG) Industry - Yili focused on the elderly demographic, collaborating with Meng Fei to launch the "100 Reasons for Twilight Love" campaign, which resonated with children of elderly consumers on Douyin [1][34] Food and Beverage Industry - Bawang Chaji introduced a limited edition series "Phoenix Flying" for Qixi, collaborating with the She ethnic group to showcase traditional marriage customs, with balanced advertising on Douyin and Xiaohongshu [1][34] Platform Industry - Taobao Flash Sale partnered with Lin Yi to create an advertisement and a themed campaign "Citywide Love," integrating online and offline efforts, with Xiaohongshu as the primary platform [1][34]