Core Insights - The article highlights the innovative marketing strategies of Guangzhou Impact Advertising Co., led by founder Huang Yifei, who emphasizes the importance of emotional engagement in marketing [1][11] - Huang Yifei, born in 1995, identifies the gap between traditional advertising and the younger generation, leading to the establishment of his company in 2021 [1][11] Group 1: Marketing Philosophy - Huang Yifei believes that the key advantage of Gen Z entrepreneurs is their ability to "naturally break boundaries" in marketing [1] - The company's name, "Impact," reflects its marketing philosophy of creating strong emotional "impacts" rather than subtle influences [1] - In an era of information overload, the company aims to create high-intensity marketing stimuli to capture attention [1] Group 2: Expanding Marketing Scenarios - Huang defines marketing scenarios as every moment where user attention is captured, not limited to physical advertising spaces [3] - Successful campaigns include a collaborative project in Chengdu that revitalized an old courtyard, integrating local culture and community engagement [3] Group 3: Cross-Industry Collaborations - The collaboration between KFC and Little Swan showcases a creative marketing approach that addresses the needs of young families [5] - The partnership effectively combines the strengths of both brands to resonate with the "lazy economy" and "quality living" trends [5] Group 4: Emotional Marketing Techniques - Huang emphasizes that successful marketing is fundamentally about winning over emotions [9] - The company has developed a three-layer operational system to amplify user emotions, as demonstrated in a public welfare project for children in rural areas [9] Group 5: Future of Marketing with AI - Huang expresses a forward-thinking perspective on the role of AI in marketing, viewing it as a reconstruction of marketing logic rather than just a tool upgrade [10] - The company is developing an "emotional computing engine" to analyze social media data for identifying emotional triggers [10] Group 6: Redefining Influence - Huang is redefining how influence is generated in marketing, focusing on deep emotional resonance rather than broad coverage [11] - The company is exploring the integration of AR interactions into everyday life, demonstrating adaptability in a rapidly changing marketing landscape [11]

Group 1 - The article discusses the evolution of consumer identity from "visible" individuals in local communities to "invisible" consumers in a mass society, emphasizing the need for brands to connect with consumers on a personal level [1] - It highlights the challenge brands face in understanding today's diverse and rapidly changing young consumers, suggesting that brands must adopt a more relatable and empathetic approach [2] Group 2 - Yuanqi Forest's campaign "Young is Sparkling" encourages young people to express their individuality and emotions, contrasting the traditional notion of being calm like water with being dynamic like sparkling water [3][4] - The campaign uses sound as a medium to resonate with young people's emotions, showcasing their desire to express themselves and break free from societal constraints [5][6] Group 3 - Meituan's "Go Classy" campaign reinterprets workplace jargon in a humorous way, connecting with consumers' feelings about work-life balance during holidays [10][12] - The campaign effectively combines humor with promotional content, allowing for a seamless integration of brand messaging without feeling forced [15][16] Group 4 - Sgato's marketing strategy focuses on abstract concepts and relatable humor, utilizing a catchy phrase structure to engage younger audiences [19][21] - The brand is expanding its casual footwear line, responding to changing consumer preferences for comfort and versatility in fashion [22][23]

Core Viewpoint - SK-II successfully leveraged the emotional marketing strategy around the 520 event, enhancing its position as a leader in the beauty gifting market through a collaboration with the popular band Mayday, which resonated deeply with consumers and fans alike [2][12][26]. Marketing Strategy - The campaign titled "Love Only for You, Heartbeat as Before" utilized Mayday's classic song "I Fell in Love Again," which has been popular for nearly 20 years, to evoke strong emotional responses and memories related to love among consumers [3][7]. - The marketing strategy focused on creating a "dopamine bomb" effect, engaging consumers in a nostalgic and emotional experience that encouraged them to express their feelings [3][9]. Social Media Impact - The campaign generated significant social media engagement, with the hashtag MaydaySaysYouAreTheOnlyOne reaching over 18 million views and discussions exceeding 200,000, while SK-II's related topic garnered over 40 million views [4][11]. - The emotional resonance of Mayday's music allowed the campaign to transcend traditional marketing, creating a broad appeal across various demographics [7][19]. Product Offering - SK-II introduced a special "Heartfelt Customization" gift box that included personalized engraving options, enhancing the emotional value of the gift and making it a lasting keepsake rather than just a seasonal product [9][11]. - The design of the gift box, featuring layered heart shapes, symbolized the deepening of love over time, aligning with the campaign's emotional narrative [9][11]. Consumer Engagement - The campaign successfully expanded the concept of love beyond romantic relationships, with consumers expressing affection towards friends and family, thus broadening the target audience [11][12]. - Prior to the official launch, there was a DIY trend where consumers created their own versions of the SK-II product, further amplifying the campaign's reach and engagement on social media [11][12]. Brand Positioning - SK-II's approach to the 520 event was characterized by a focus on emotional value rather than aggressive marketing tactics, positioning the brand as a thoughtful and genuine player in the beauty industry [11][23]. - The brand's long-term commitment to emotional communication has established a strong connection with consumers, allowing it to maintain relevance and resonance in a competitive market [25][26]. Market Performance - SK-II reported a 5% growth in sales in the Greater China region for 2024, demonstrating resilience in a challenging high-end beauty market [26]. - The brand's innovative marketing strategies and emotional engagement have contributed to its sustained performance, even amidst broader industry pressures [26].

Core Insights - The article emphasizes the resilience of domestic consumption in 2024, driven by government policies and the emergence of experience-based consumption as a key trend [2][9][12]. Group 1: Market Changes - The marketing landscape is witnessing three significant changes: diversification of marketing touchpoints, continued dominance of IP and event marketing in capturing user traffic, and the rise of experiential consumption as a means to break through marketing barriers [2][3][4]. - Government policies, such as subsidies and trade-in programs, are significantly activating the market, particularly in durable goods like automobiles and home appliances [12][9]. - The 2024 consumption growth is characterized by a reliance on promotions, with notable growth disparities between high-elasticity and essential goods [11][12]. Group 2: Consumer Characteristics - The mobile internet user base continues to grow, leading to a shift from traffic competition to stock operation and value reconstruction in marketing [15][19]. - There is an increase in the usage of decision-making apps, indicating a trend towards multi-platform price comparison for optimal decision-making [17][19]. - Female consumers dominate high-value purchases, while male consumers are increasingly focused on self-satisfaction, particularly in technology-related categories [21][23]. Group 3: Marketing Strategies - AI is being widely adopted in content creation, enhancing efficiency and quality, while also raising concerns about copyright and content details [25][27]. - Brands are focusing on integrating marketing resources at key points to enhance conversion rates and improve return on investment (ROI) [56][61]. - The marketing approach is evolving towards a multi-faceted strategy that balances brand exposure with asset accumulation, leveraging both hard advertising and content marketing [49][51]. Group 4: Media Ecosystem - The media landscape is entering a phase of value deepening, with short videos, social media, and e-commerce leading marketing growth [5][37]. - The content and scene value of media are crucial for capturing user attention, with significant growth in advertising capacity for video and social media platforms [37][40]. - Marketing resources are increasingly concentrating on top-tier and e-commerce media, indicating a trend towards commercializing high-traffic platforms [44][46]. Group 5: Future Trends - The marketing core is shifting from traffic to user engagement, with a focus on multi-touchpoint coverage and deep content to enhance user loyalty [48][86]. - Brands are expected to continue leveraging experiential marketing and cultural IPs to create deeper emotional connections with consumers [76][81].

报告围绕2024年夏日相关的设计、产品和营销趋势展开，呈现多领域的流行趋势和创新方向，为相关行业提供参考。 1. 设计趋势：2024印花图案趋势：2024年各大时装周上，植物花卉、几何图案成为设计热门。几何元素通过创新组合，展现高级时尚感，如Mario Carpe为 Collective Arts Rhubarb & Hibiscus Gin设计的包装，以及Milomade的陶瓷杯；条纹元素融合怀旧与创新，路易威登2024春夏系列用条纹致敬法式优雅，Hub 美妆品牌包装也体现了复古与现代的结合；花卉元素为设计增添生机，CHANEL、BURBERRY等品牌运用花卉展现不同风格，Luxerose鸡尾酒和富兰克林 山气泡水的包装设计也运用花卉元素凸显特色；波西米亚图案体现工艺之美，爱马仕和Elie Saab的服装以及隅田川咖啡豆包装、波西米亚风抱枕都展现了这 一风格 。 2. 产品趋势：2024夏日主题产品趋势：夏日营销季备受关注，品牌聚焦夏日生活小事，从好用实用、情绪价值、审美在线、引领趋势四个方面推出相关产 品。如超大号遮阳草帽、冰雾扇等实用产品；夏日清柚香氛、原神美味派对小亚克力立牌等提供情绪价值的产品；自带 ...