2026春节营销趋势洞察报告-慧科讯业Wisers

Group 1: Core Insights - The report emphasizes that the 2026 Spring Festival marketing will revolve around "emotional value," with successful marketing needing to resonate emotionally with consumers [1][3] - Young consumers are identified as the core group driving Spring Festival consumption and the construction of "new year flavor," with "surprise" becoming a central emotion during the festival [1][11] - The integration of technology, termed "cyber new year," is emerging as a new custom, with AI greetings and virtual celebrations gaining popularity among younger audiences [1][13] Group 2: Consumption Trends - The first trend highlights that young people are shifting traditional new year experiences towards emotional value, with "surprise" being a key element that brands should focus on [1][11] - The second trend indicates that technology-enhanced "cyber new year" practices, such as AI greetings and virtual events, are becoming mainstream, with significant engagement on social media platforms [1][13] - The third trend showcases the combination of intangible cultural heritage and local customs, with traditional cultural elements becoming a vital tool for brands to attract young consumers [1][16] Group 3: Marketing Case Studies - The report reviews classic marketing cases across nine industries, showcasing how brands leverage trends to create diverse marketing strategies [2] - For instance, Mixue Ice City collaborated with a cultural heritage inheritor to bring traditional craftsmanship closer to the public, while PepsiCo's partnership with an animated IP resonated emotionally with consumers [2][20][24] - Other brands, such as Tencent and Baidu, engaged in a "red envelope war," integrating AI technology with traditional customs to meet the demand for "cyber new year" experiences [2][20] Group 4: Conclusion - The core of 2026 Spring Festival marketing lies in creating a sense of "human touch," aligning with the trends led by young consumers and utilizing cultural heritage, emotional IP connections, and technological empowerment [3][1]