中秋高段位送礼指南，全场景洞悉礼赠需求

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The report highlights a significant increase in consumer interest and engagement with traditional holiday gift-giving, particularly during the Mid-Autumn Festival and Spring Festival, with a notable 200% year-on-year increase in related content volume [4] - The demand for gifts during the Mid-Autumn Festival is driven by cultural significance, with a growing awareness and intention to give gifts to family members and in business contexts [24][26] - The report identifies a shift in consumer preferences towards the aesthetics and perceived value of gifts, with over 50% of users valuing gifts that convey prestige [11] Summary by Sections 1. Current Status of Traditional Holiday Gift Consumption - Traditional holidays are gaining more attention, with the Spring Festival and Mid-Autumn Festival leading in content volume and engagement [4] - In 2023, the volume of traditional holiday-related content reached 35.46 million, a 200% increase year-on-year, with over 13.5 billion interactions [4][5] 2. Insights on Mid-Autumn Festival Gift Scenarios - Key gifting occasions include family gatherings, business contexts, and couples meeting parents, with a notable increase in the latter [26] - The report emphasizes the importance of "heartfelt" gifts for family and business relationships, with a focus on customization and uniqueness [26] 3. Marketing and Case Studies for Mid-Autumn Gifting - The report discusses the rising popularity of food gifts, particularly mooncakes, which remain the top choice for Mid-Autumn gifting, alongside a growing interest in health-oriented products [32][34] - Brands are increasingly leveraging social media platforms like Douyin and Xiaohongshu to promote gifting strategies and engage consumers through relatable content [16][54] 4. Consumer Preferences and Trends - There is a notable shift towards health-conscious gifting, with consumers showing a preference for low-sugar and nutritious options [47] - The aesthetics of packaging and the perceived value of gifts are becoming more important, with consumers favoring beautifully packaged items that convey a sense of luxury [11][29] 5. Popular Gift Categories - Food and beverage gifts dominate the Mid-Autumn Festival, with mooncakes and health supplements being particularly favored [32][39] - The report highlights a diverse range of gift options, including traditional items like mooncakes and innovative products that cater to modern consumer preferences [32][34] 6. Social Media Engagement and Content Trends - The report notes that social media discussions around gifting are vibrant, with popular topics including gift recommendations and the importance of "ceremony" in gift-giving [18][21] - Influencer marketing plays a crucial role in shaping consumer perceptions and driving engagement, particularly through relatable and emotional storytelling [60][67]