告别空泛团圆叙事，双汇用“敦煌翼马”给出情感营销新解法

Core Insights - The article emphasizes how Shuanghui's new Spring microfilm "Happiness Comes Home" effectively connects with consumers by moving beyond generic themes of reunion to present a unique story and cultural symbol, the Winged Horse, to support the theme of happiness [1][3] Group 1: Marketing Strategy - Shuanghui captures the core consumer demand during the Spring Festival, where people wish to convey blessings through thoughtful gifts, aligning the theme "Happiness Comes Home" with the auspicious sentiments of the holiday [1] - The microfilm integrates emotional value with product promotion, highlighting family reunion scenes and reinforcing Shuanghui's commitment to blending food, affection, and culture [1][3] Group 2: Storytelling and Cultural Elements - The narrative features a retired Dunhuang artifact restorer and his AI architect daughter engaging in a playful competition over a "horse drawing assignment," showcasing a clash between traditional culture and modern technology [2] - The use of the Winged Horse from Dunhuang murals symbolizes freedom and creativity, merging ancient cultural imagery with contemporary AI technology, thus revitalizing tradition and expressing Shuanghui's philosophy of cultural transmission through food [2] Group 3: Emotional Connection - Shuanghui products serve as a warm "emotional bond" in the story, with items like Shuanghui's "Wang Zhong Wang" ham sausage acting as a "power booster" between generations, while other products become mediators for resolving family conflicts [2] - The visual effects in the microfilm enhance the festive atmosphere, making the concept of happiness tangible through shared meals and family gatherings, illustrating that happiness is a blend of tradition and innovation on the reunion table [2]