“圣诞元旦”双节营销的品牌战略升维

Core Insights - Leading brands are shifting from merely celebrating holidays to strategically operating emotional connections, focusing on building sustainable brand emotional assets rather than short-term sales spikes [1][3] - A significant portion of holiday marketing investments, approximately 90%, fails to create lasting brand assets, which is a major barrier to long-term growth [3][4] - Brands that excel in emotional marketing see an average customer repurchase rate increase of 47% and a 32% improvement in brand premium capability in the quarter following the holiday [3] Group 1: Emotional Misalignment in Holiday Marketing - There are three critical mismatches in current holiday marketing strategies: emotional needs versus product supply, short-term sales versus long-term asset building, and cultural symbols versus brand identity [4] - Over 70% of brands use a unified strategy for both Christmas and New Year, neglecting the distinct emotional differences between the two holidays [4] - A staggering 86% of brands allocate most of their holiday marketing budget to short-term promotions, with less than 14% focused on building emotional brand assets [4] Group 2: Strategic Upgrades for Emotional Marketing - Brands are encouraged to reallocate at least 40% of their holiday marketing budget towards projects that build long-term emotional brand assets [5] - The "brand emotional account" model suggests managing consumer emotional relationships like a bank account, with holiday periods being prime opportunities for emotional deposits [5][6] - Successful holiday marketing should create emotional carriers with a lifecycle rather than one-time hits, as seen in a case where a collectible "New Year Memory Box" led to a 89% repurchase rate [6] Group 3: Six-Step Emotional Marketing System - The six-step emotional marketing system includes mapping emotional trajectories, establishing emotional value anchors, creating high-empathy content, designing scene-based emotional touchpoints, building a brand-user emotional community, and developing a comprehensive emotional marketing evaluation system [7][8][9][11] - Brands should identify unique emotional propositions rather than generic terms like "happiness" to stand out in crowded markets [8] - Emotional content that resonates with personal memories can achieve five times the engagement of standard holiday ads [8] Group 4: Case Studies of Successful Emotional Marketing - A regional tea brand successfully leveraged traditional cultural elements to create a "Warm Winter" campaign, resulting in a 285% increase in sales during Christmas [13] - An old brand revamped its image by connecting generational emotions through a "Memory of Taste" initiative, leading to a 340% increase in online sales among consumers under 35 [13] - A new fragrance brand established a "Holiday Scent Ritual" system, achieving a 75% sales share in gift packaging during the holiday season [14] Group 5: Strategic Transition to Emotional Asset Management - Brands should elevate holiday emotional marketing to the level of emotional asset management, as those with strong emotional asset management capabilities see a 46% faster market value growth compared to industry averages [15] - A four-dimensional emotional asset management system is recommended, focusing on time, space, relationship, and asset dimensions to create a holistic emotional experience [16][17] - Brands that have established emotional asset management systems can operate a continuous "brand emotional engine," making each holiday a reinforcement point in consumer relationships rather than a reset [17]