新年消费观察：如何在传统里玩出新意？

Core Insights - The article discusses how young consumers are redefining the Chinese New Year experience, moving away from traditional family gatherings to more personalized and diverse celebrations [2][3] - It highlights the shift in consumer behavior from functional purchases to emotional and aesthetic expressions during the festive season, emphasizing the need for brands to adapt to these changes [2][3] Consumer Behavior Changes - "Gift-giving" during the New Year is evolving from standardized purchases to personalized emotional expressions, with consumers seeking gifts that convey emotional connections [3][4] - The consumption scenarios are expanding beyond traditional festive moments to include everyday activities, necessitating brands to engage with consumers in various contexts [3][4] - Consumer demographics are becoming more segmented, with distinct groups identified based on preferences and characteristics, requiring brands to tailor their communication strategies accordingly [3][4] Brand Strategies - Brands are encouraged to understand consumer emotions more deeply and create products that resonate with these feelings, enhancing their connection with consumers [4][5] - The example of Budweiser illustrates how brands can leverage emotional themes in their marketing, focusing on small joys in life rather than grand aspirations [5][6] - A strategic approach to product offerings is suggested, incorporating a mix of popular products, new innovations, and gift boxes to enhance brand presence during the festive season [6][7] Content and Engagement - High-quality content is essential for brands to attract and retain consumer attention, especially during the emotionally charged New Year period [7][8] - Utilizing various innovative content formats, such as short dramas and celebrity collaborations, can significantly enhance brand visibility and consumer engagement [8][9] - Integrating online and offline marketing efforts is crucial for driving sales, particularly in the food and beverage sector, where in-person experiences still play a significant role [8][9] Conclusion - Douyin (TikTok) is positioned as a key platform for capturing New Year consumption trends, providing brands with opportunities to connect emotionally with consumers [9] - The article emphasizes the importance of leveraging insights and innovative tools to transform festive traffic into sustainable business growth and brand value [9]