品牌蛇年 新年营销趋势洞察

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The upcoming Year of the Snake has prompted brands to leverage snake-themed marketing strategies, including new product launches and collaborations, to capture consumer interest and drive sales [2][5][6] - Social media engagement has seen a fluctuating increase since late December 2024, driven by the release of snake-themed products and collaborative marketing efforts [6][8] - Major brands like Nike and Adidas have introduced snake-themed collections, while beauty brands like Dior and Lancôme have integrated festive themes into their product offerings [2][25][54] Summary by Sections Marketing Heat Insights - The marketing heat for snake-themed products has shown a wave-like growth pattern, particularly on social media platforms since the beginning of January 2025 [6][8] - The primary channels for marketing include Weibo, Douyin, and Xiaohongshu, with Weibo being the dominant platform [9][12] Popular Marketing Strategies - Key marketing strategies for the Year of the Snake include launching new year-themed products, emotional marketing, and collaborations with popular IPs [33][36] - The most popular product categories for snake-themed marketing are food, clothing, and home goods, with food brands achieving the highest interaction rates [14][25] Food Brand Marketing - Food brands like Hema Fresh and KFC have successfully engaged consumers through new year-themed product launches and promotional activities [17][20] - The top-performing food brands in terms of social media interaction include Hema Fresh, KFC, and others, with significant engagement metrics reported [18][19] Clothing Brand Marketing - Clothing brands such as Nike and Adidas have focused on snake-themed collections, achieving high interaction rates through social media marketing [25][26] - The average interaction for clothing brands' posts has been notably high, with specific campaigns generating significant consumer interest [26][28] Beauty Brand Marketing - Beauty brands have utilized emotional marketing strategies, focusing on themes of health and gift-giving, with products like Lancôme's limited editions gaining traction [54][59] - The beauty sector has seen successful campaigns that integrate product benefits with new year themes, enhancing consumer engagement [63][66] Popular IP Collaborations - The report highlights the popularity of collaborations with IPs such as the cute dog character "Little Dog Snake" and "Calabash Brothers," which have become significant in brand marketing [71][75] - Brands like McDonald's have effectively utilized animated content to promote their collaborations, resulting in increased consumer interaction [80][81]