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双节消费洞察|这个长假,商场如何成为家庭的“情感充电站”?
Xin Lang Cai Jing· 2025-10-01 17:13
Core Insights - The article highlights the transformation of the parent-child industry from a mechanical "traffic engine" to an organic "value symbiosis" [1] - It emphasizes the importance of integrating public welfare with children's performances, creating meaningful experiences for families [3][4] Group 1: Event Highlights - The "Cultural Little Ambassador Public Welfare New Power - 2025 'Hope Cup' National Day Children's Art Performance" took place on October 1, featuring over 200 children celebrating the nation's birthday through various artistic performances [1] - The event included a book donation initiative, where children contributed their unused books to support other children in need, promoting knowledge and joy [1] Group 2: Consumer Insights - The traditional commercial transaction model is evolving to focus on "children's growth experiences" and "family emotional values," with public welfare actions like book donations serving as a measure of emotional value [3] - Brands are shifting from being mere consumption venues to becoming partners in fulfilling families' educational philosophies and emotional needs, fostering stronger relationships based on shared values rather than discounts [3] Group 3: Marketing Strategies - Yibin Wuyue Plaza has focused on the parent-child consumption sector, offering diverse activities to engage family customers and stimulate spending [4] - The introduction of popular IP events, such as the "Armored Warrior" meet-and-greet, leverages brand influence and fan engagement to enhance consumer experiences [4] Group 4: Experience Design - The combination of "stage plays, themed decorations, and interactive parades" creates an immersive narrative space, allowing children and parents to participate actively rather than being mere spectators [6] - Chengdu Longhu Xicheng Tianjie has created themed autumn scenes to attract families, enhancing the festive atmosphere during the Mid-Autumn Festival [6][8] Group 5: Industry Evolution - The competition in the parent-child industry is shifting from surface-level activity offerings to deeper value propositions, focusing on the reasons for existence rather than just the activities provided [9] - Successful commercial entities are redefining themselves as suppliers of high-quality family time and emotional memories, moving from transactional relationships to symbiotic relationships with family users [9]