跳出生肖俗套，燕京U8以“好运即发”重构春节营销新范式

Core Insights - The article discusses the challenges brands face in effectively marketing during the Chinese New Year, highlighting the need for emotional resonance with consumers amidst a saturated market [1][5] - Yanjing Beer has introduced a new marketing slogan "Good Luck is Coming" that breaks away from traditional zodiac narratives, aiming to connect with contemporary consumer emotions [1][3] Group 1: Marketing Strategy - Yanjing U8's slogan "Good Luck is Coming" encapsulates a rich cultural meaning, symbolizing prosperity and good fortune, which resonates with consumers' personal aspirations and family hopes [3][5] - The brand's approach avoids complex narratives, instead using the universally understood concept of "good luck" to foster a shared vision of a positive future [3][6] - Yanjing U8 aims to differentiate itself in a market where traditional zodiac designs lead to creative fatigue, establishing a long-term communication theme that transcends annual symbols [6][10] Group 2: Consumer Engagement - The marketing strategy targets individual emotional experiences, addressing consumers' reflections on the past year and hopes for the new year, thus creating a more intimate connection [9][10] - By focusing on social settings like gatherings and personal celebrations, Yanjing U8's messaging encourages consumers to actively engage with the brand, enhancing the likelihood of purchase and sharing [9][10] Group 3: Sales Performance - Yanjing Beer has successfully transformed the traditionally slow first quarter into a growth engine through strategic marketing, activating various consumer scenarios such as year-end parties and family gatherings [12][13] - Recent sales data indicates that Yanjing U8 has seen significant increases in both sales volume and market share during the first quarter, demonstrating the effectiveness of their marketing campaign [17] - The brand's innovative approach to holiday marketing has redefined consumer cycles and tapped into existing market potential, proving that emotionally resonant marketing can create demand and alter consumption habits [17][18]