营销行业小红书新锐品牌：七夕生活方式营销指南

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The demand for "Qixi Festival" related searches peaks one month prior, indicating a strategic opportunity for brands to position themselves effectively during this period [2] - The trend of "romantic experiences" is emphasized, with consumers seeking meaningful ways to express love and celebrate the festival [5] - The search volume for "Qixi flowers" aligns with the overall trend of Qixi, showing a significant increase in interest leading up to the festival [7][8] Summary by Sections Demand Insights - Searches related to Qixi Festival increase significantly starting from July 12 to August 10, indicating a prime opportunity for brands to capture consumer interest [2] - Young couples from high-tier cities show a strong interest in Qixi-related content, with 60% of them being post-90s [4] Industry Trends - The search trend for "Qixi flowers" mirrors that of the festival itself, with a notable spike in interest one month prior [7] - Consumers are increasingly looking for DIY flower arrangements and personalized gifts, reflecting a desire for unique and thoughtful expressions of love [10][15] Gift Insights - Users begin considering "what to gift for Qixi" two weeks in advance, with search peaks aligning with weekends when consumers have more time to shop [17] - Practical gifts are trending, with searches for useful items for partners gaining traction [19] Home Celebration Insights - Interest in celebrating Qixi at home rises two weeks prior, peaking on the day of the festival, highlighting a shift towards intimate home experiences [22] - Consumers focus on creating a romantic atmosphere at home, with searches for decoration ideas and low-cost romantic dinner setups [24][25] Dining Insights - Searches for "Qixi restaurants" surge two weeks before the festival, with a peak in the week leading up to the event, indicating a strong interest in dining out for the occasion [26][28] - Recommendations for romantic dining experiences are essential, with emphasis on ambiance and customer feedback [29] Travel Insights - The search trend for "Qixi travel" shows a significant increase three weeks prior, with a peak in the week before the festival, suggesting a growing interest in travel experiences for couples [40] - Popular search terms include destinations for dates and activities to celebrate the festival [39] Photography Insights - The demand for couple photography rises three weeks before Qixi, peaking on the day itself, indicating a desire to capture memories [42] - Users are interested in various photography styles and local studios, reflecting a trend towards personalized and memorable experiences [44] Advertising Strategy - The report outlines a phased advertising strategy leading up to Qixi, with a focus on testing, scaling, and optimizing campaigns based on performance metrics [47]