【数字营销】怀旧消费，为何能够爆火？

Core Insights - Nostalgia consumption is experiencing a resurgence, with various nostalgic elements becoming popular among consumers, indicating a strong return of the nostalgia economy [1][2] Group 1: Nostalgia Marketing - Brands are increasingly leveraging nostalgic elements in their marketing strategies to resonate with younger consumers [2][3] - The core of nostalgia marketing is to trigger emotional resonance through collective memory, transforming product information into engaging narratives that evoke nostalgia [4][12] - Successful examples include brands like Dong'e Ejiao, which integrates familiar scenes from popular culture into their advertising to create emotional connections [5][6][8] Group 2: Case Studies - Dong'e Ejiao collaborated with the 20th anniversary of "Wulin Waizhuan," using storytelling to embed brand information within nostalgic narratives, enhancing emotional engagement [6][8] - Vivo's "Reply 1995" focuses on realistic portrayals of family life across generations, effectively capturing collective memories and emotions tied to technological advancements [9][11] - Other brands, such as Wallace, utilize familiar flavors to evoke childhood memories, successfully engaging consumers and enhancing brand value [11][13] Group 3: Consumer Behavior - Nostalgia marketing serves as a psychological compensation mechanism for consumers facing stress and competition, providing emotional refuge [12][14] - For millennials, nostalgic elements represent fashion and social sharing opportunities, while for young parents, they serve as a bridge to share childhood experiences with their children [12] - Brands can effectively activate forgotten assets through nostalgia, fostering emotional connections that lead to long-term brand loyalty [12][14]