透过巨头的广告策略，预见下一个风口

Core Insights - The article discusses the shifting trends in consumer spending and advertising budgets, highlighting four key trends that reflect changes in consumer behavior and brand strategies [2]. Group 1: Emotional Value as a New Currency - Consumers are increasingly willing to spend on experiences that evoke emotions, such as attending concerts or traveling for cultural events, indicating a shift towards valuing emotional connections over mere product functionality [4]. - The tourism market is thriving, with domestic travel reaching 4.998 billion trips in the first three quarters of 2025, a year-on-year increase of 18% [4]. - Brands are adapting by engaging in immersive marketing strategies, such as combining music festivals with tourism promotions, to resonate with consumers' emotional needs [6]. Group 2: Comprehensive Health as a Lifestyle Essential - Health has become a fundamental aspect of consumer choices, extending beyond illness to encompass daily products, with the health industry in China reaching a scale of 9 trillion yuan in 2024 [8]. - Brands are leveraging partnerships with authoritative media to enhance credibility and trust, exemplified by Amway's collaboration with health-focused programs to position itself as a promoter of comprehensive health [8]. - Companies like Lunan Pharmaceutical and Fortune Oil are effectively using media partnerships to elevate their brand visibility and communicate health benefits in relatable terms [9][11]. Group 3: Smart Technology as an Invisible Caretaker - The integration of smart technology into daily life is becoming commonplace, with categories like smart refrigerators and robotic vacuums seeing over 20% growth during the 2025 holiday season [13]. - Advertising for smart home appliances has doubled, with leading brands utilizing immersive storytelling to showcase the benefits of technology in enhancing quality of life [14]. - Brands like Haier and Gree are effectively using live broadcasts and authoritative platforms to demonstrate how smart technology can simplify and improve everyday living [16]. Group 4: Green and Sustainable Choices as Value Statements - The preference for low-carbon and sustainable options is becoming a significant consumer trend, particularly in the automotive sector, where sales of new energy vehicles reached 10.446 million units in the first nine months of 2025, a 32% increase [18]. - Advertising investments in the new energy sector have doubled, reflecting brands' commitment to green initiatives and sustainable practices [18]. - Companies like Green Source and XPeng Motors are creatively integrating their green values into marketing campaigns, making sustainability a tangible aspect of consumer experiences [19]. Conclusion - The migration of advertising budgets reflects deeper societal values and consumer preferences, moving from emotional engagement to health consciousness, technological integration, and sustainability [21]. - Brands must leverage credible platforms to resonate with consumers, transforming commercial messages into meaningful narratives that align with contemporary values and aspirations [21].