礼赠市场，消费者青睐怎样的年货？

Core Insights - The article highlights a significant shift in consumer behavior regarding gift-giving, emphasizing the importance of health and cultural significance in products, particularly during the upcoming 2026 Lunar New Year [1][2]. Group 1: Consumer Trends - Consumers are increasingly seeking gifts that not only meet health needs but also convey emotional resonance and cultural value [2][3]. - The demand for health-related products in the gift market has surged, with 90.98% of consumers planning to give gifts during the Spring Festival, and 43.34% opting for nutritional and health products [3]. Group 2: Market Growth - The Spring Festival gift market has shown stable growth, with a compound annual growth rate of 7% [3]. - Sales of intangible cultural heritage (ICH) products on platforms like Douyin are projected to exceed 6.5 billion units in 2024, reflecting a year-on-year growth of over 30% [3]. Group 3: Brand Strategies - Brands are moving beyond simple collaborations with ICH symbols to deeply integrate ICH techniques with product value, exploring unique development paths in the "health + ICH" sector [4]. - Notable examples include brands like Clarins and Proya, which have created products that blend health benefits with cultural narratives [4]. Group 4: Case Study - Xiaoxian Dun - Xiaoxian Dun exemplifies the "health + ICH" model by creating products that balance cultural and commercial value, avoiding superficial use of ICH as mere decoration [6]. - The "Longma Ankang" gift box, inspired by ancient legends and crafted using traditional shell inlay techniques, reflects a deep respect for ICH while maintaining high product quality [5][6].