春节消费回暖，品牌如何制胜？乐事以“产品+营销”撬动增长

Core Viewpoint - The article emphasizes the significant growth in consumer spending during the 2026 Spring Festival, driven by emotional consumption and the strategic marketing efforts of brands like Lays, which are capitalizing on the festive atmosphere and consumer sentiment [1][10]. Group 1: Consumer Trends - In 2025, the overall sales during the Spring Festival increased by 8.7% year-on-year, with consumer willingness to spend during the holiday rising by 11% [1]. - Emotional consumption is becoming a key driver, with consumers increasingly valuing emotional connections over price [1][10]. - The average price of all categories during the Spring Festival rose by 13.8%, with snacks benefiting from the "gift economy" and social settings [1]. Group 2: Lays' Product Strategy - Lays launched over ten new Spring Festival limited edition products, including various gift boxes and snack combinations, catering to diverse consumer preferences [3]. - Some products feature popular IP collaborations, such as "Kung Fu Panda," enhancing their appeal with festive meanings [3][11]. - Lays introduced new single-pack flavors with auspicious names, integrating taste innovation with New Year blessings [3]. Group 3: Marketing and Brand Positioning - Lays positions itself as a "Spring Festival happiness amplifier," engaging consumers during festive moments through diverse snack offerings [5]. - The brand has a history of integrating products with traditional celebrations and collaborating with celebrities to strengthen brand recognition [6]. - Recent marketing campaigns featuring celebrities like Shen Teng and Fan Chengcheng have generated significant social media engagement, enhancing brand visibility [8][10]. Group 4: Channel Strategy and Market Preparation - The article notes a trend towards multi-channel development, with increased e-commerce penetration and offline membership store coverage [10]. - Lays is preparing for the terminal market by creating immersive in-store displays to attract consumers and enhance the shopping experience [10]. - The brand's marketing strategy aims to alleviate promotional challenges for distributors and retailers, fostering mutual benefits through increased consumer attention [10]. Group 5: Future Outlook - As the 2026 Spring Festival approaches, Lays is set to leverage its limited edition series and innovative marketing strategies to meet consumer expectations for a festive atmosphere [11].