报告共计：63页 《2026小红书双旦节点IP招商通案【双旦心愿派对3.0】》以"庆祝小跨越"为核心主张，提出"你的每个小跨越，都值得一个大夸奖"，打造了一场覆盖2025年 12月10日至2026年2月9日的双旦节点营销活动，旨在通过仪式感与情感共鸣，连接品牌与用户，强化小红书作为双旦超级节点的平台价值。活动洞察到双旦 是小红书站内兴趣搜索、声量流量与情绪浓度的黄金峰值，目标人群以19-30岁年轻群体为主，集中于高线城市，兼具国际化视野，热衷为仪式感与情绪价 值买单。活动分为倡议、征集、藏礼、仪式、展望五大阶段，亮点包括联合官媒发布《2026新年献词》与《年度十大国民小跨越》，赋予个体成长社会价 值；全民藏礼互动升级，明星、品牌与普通人共同参与，在百城街头、兴趣场景及海外站点藏匿礼物，形成"线上夸夸+线下寻礼"的完整链路；全球同频庆 祝，落地1个核心跨年大派对与N个海内外分会场，通过地标烟花、商圈大屏、主题航班等营造沉浸式氛围；全域资源共振，整合平台亿级线上流量与线下 硬核资源，构建从声量到转化的传播闭环。招商方面，活动适配美妆护肤、食品饮料、服饰箱包、3C数码等多行业品牌，提供礼物榜单、定制海报、线下 展位 ...

Core Insights - The phenomenon of "the first cup of milk tea in autumn" has evolved into a significant cultural and marketing event in China, transcending its initial status as a social media trend [3][4][26] - The event has become a national consumption symbol, reflecting the desire for ritual and emotional connection among consumers [26] Group 1: Evolution of the Event - The rise of "the first cup of milk tea in autumn" has gone through three stages: spontaneous user engagement, brand follow-up, and proactive industry planning [4][11] - In 2020, the trend began with a viral social media post, leading to significant engagement and sales growth for various milk tea brands, with some reporting sales increases of 300-400% [7][11] - By 2021, brands shifted from passive participation to actively leading the conversation, with marketing campaigns starting earlier and becoming more strategic [8][10] Group 2: Marketing Strategies - Since 2022, the event has transformed into a standardized marketing ritual, with brands treating it as a key promotional node similar to traditional festivals [11][12] - Brands have increasingly focused on product innovation and collaborations with popular IPs to enhance engagement and sales, with significant sales spikes reported during the event [12][13] - In 2024, over 200,000 beverage stores participated, selling more than 53 million cups of milk tea, marking a 34% year-on-year increase [13] Group 3: Consumer Engagement - The event has successfully symbolized emotional connections, allowing consumers to express care and affection through the act of purchasing milk tea [15][16] - Low participation costs and simple engagement methods have contributed to the widespread adoption of the event, making it accessible to a broad audience [21][22] - The phenomenon encourages user-generated content (UGC), emphasizing the importance of authentic consumer engagement over traditional brand-driven marketing [22] Group 4: Implications for Brands - Brands are encouraged to create emotional significance around their products, transforming ordinary purchases into meaningful rituals [15][26] - The integration of products with specific seasonal contexts enhances consumer motivation and justifies purchasing behavior [23][24] - The success of this event highlights the need for brands to find unique emotional connections with consumers, establishing their products as essential elements in significant life moments [26]