滋补行业就是一个典型。从行业形态上来说，滋补类目的发展长期稳定、用户基础清晰、消费动机明确，是一个相对成熟的赛道。但问题在于，当几乎所有 品牌都在围绕"成分、配方、功效周期"反复加码时，其和消费者的沟通效率却在持续下降。 尤其是在年轻人成为绝对主流后，这一现象愈发明显。针对此，天猫健康给出了一个与行业主流路径不同的判断。天猫健康营销负责人姜夏对36氪表示，滋 补品牌的难点从来不只是信不信，而是愿不愿意开始，"当滋补被包装成一套严肃、专业、需要长期坚持的任务时，年轻人天然会后退一步。" 于是，天猫健康没有选择继续在功能上加码，而是反过来，把沟通起点放在情绪上——先让用户感到被理解，再谈补什么、怎么补。 再古老的类目，也能有活水的激荡。 这也构成了天猫健康在滋补赛道跑出的新路径：以情绪价值作为破局点，重写滋补的进入方式。 01. 年轻人并不拒绝滋补，他们拒绝的是"脱离生活的养生叙事" 一个容易被误判的事实是：年轻人并不拒绝滋补。 真正的问题，出在表达侧。滋补长期以来被放置在一种"脱离生活的叙事空间"里：专业、严肃、需要长期坚持，但同样也意味着自我约束。 年轻人真正抗拒的，是一种与现实生活脱节的养生叙事。对Z世代来 ...

滋补行业的增长逻辑，真的变了。 再古老的类目，也能有活水的激荡。 滋补行业就是一个典型。从行业形态上来说，滋补类目的发展长期稳定、用户基础清晰、消费动机明确，是一个相对成熟的赛道。但问题在于，当几乎所有 品牌都在围绕"成分、配方、功效周期"反复加码时，其和消费者的沟通效率却在持续下降。 尤其是在年轻人成为绝对主流后，这一现象愈发明显。针对此，天猫健康给出了一个与行业主流路径不同的判断。天猫健康营销负责人姜夏对36氪表示， 滋补品牌的难点从来不只是信不信，而是愿不愿意开始，"当滋补被包装成一套严肃、专业、需要长期坚持的任务时，年轻人天然会后退一步。" 于是，天猫健康没有选择继续在功能上加码，而是反过来，把沟通起点放在情绪上——先让用户感到被理解，再谈补什么、怎么补。 这也构成了天猫健康在滋补赛道跑出的新路径：以情绪价值作为破局点，重写滋补的进入方式。 年轻人并不拒绝滋补 他们拒绝的是"脱离生活的养生叙事 " 一个容易被误判的事实是：年轻人并不拒绝滋补。 真正的问题，出在表达侧。滋补长期以来被放置在一种"脱离生活的叙事空间"里：专业、严肃、需要长期坚持，但同样也意味着自我约束。 年轻人真正抗拒的，是一种与现实生活 ...

Core Insights - The Double 11 shopping festival has evolved from a single promotional event into a sustainable consumption season, moving away from a price war to focus on emotional value and consumer engagement [1][4][40] Group 1: Evolution of Double 11 - After 17 years, Double 11 has transitioned from a promotional event to a symbol of consumer culture, with growth stabilizing and consumer perception diminishing [1] - The shift from a price-centric approach to a focus on emotional engagement reflects a need for brands to connect with consumers on a deeper level [4][40] Group 2: Consumer Engagement Strategies - Emotional content is becoming a key driver for consumer engagement, as brands seek to resonate with consumers' desires to be seen and discussed within their social circles [4][12] - Social media has become the primary channel for consumers to access content related to Double 11, with a penetration rate of 96.7% among users [6] Group 3: Content Types and Their Impact - Four main content types have emerged as significant for consumer engagement: knowledge-based, emotional, educational, and product recommendation content [6][31] - Knowledge content provides practical guidance, with 24.8% of users relying on it for decision-making, while emotional content appeals to 27.1% of users seeking emotional satisfaction [7][12] Group 4: Trends in Content Consumption - High-quality content from authoritative creators is highly valued, with 52.4% of users following expert advice and recommendations [8] - The trend towards entertainment in content delivery is evident, with live performances and interactive formats enhancing user engagement [16][20] Group 5: Emotional Value and Consumer Behavior - Emotional value is crucial for driving interaction and conversion, with 34.1% of users engaging with emotional content through likes and shares [35] - The integration of emotional resonance with practical content is essential for converting consumer interest into actual purchases [39][40]

Core Insights - The emergence of the "Tianya Lunluoren" light bottle liquor at a price of 58 yuan, which is 10% higher than mainstream competitors, highlights a unique branding strategy that resonates emotionally with consumers [1] - The case illustrates that in a highly competitive market, emotional resonance is a more effective differentiation strategy than functional differences [1] - The brand's success is attributed to its ability to tap into the psychological needs of its target consumers, such as truck drivers and construction workers, which traditional marketing often overlooks [1] Brand Strategy - The team behind "Tianya Lunluoren" utilized a combination of endorsements from "Chinese Time-honored Brands" and ISO 9001 certification to establish a solid trust standard while reconstructing emotional trust through the image of "the lonely brave who wanders the world" [1] - The pricing strategy involved a "high-low" approach, where the product was positioned with high-end packaging and quality but priced for the mid-market, creating a strong perception of value [2] - This pricing strategy proved effective in attracting distributors, with 83% of them willing to make payments due to sufficient profit margins [2] Marketing Approach - The case reveals a paradox where advanced digital tools lead brands to experience flow anxiety, yet the fundamental psychological mechanisms of consumer decision-making remain unchanged [4] - The marketing strategy involved initially generating emotional resonance through content like the "Lunluoren Declaration" before launching influencer promotions, resulting in over 100 million views [4] - Successful cases demonstrate that the core of their strategy is not merely creative ideas but a systematic value reconstruction, focusing on emotional storytelling rather than just product features [4] Brand Building - In today's increasingly emotional consumer decision-making landscape, brand building has shifted from "persuasion logic" to "resonance logic" [4] - The team has shown that sustainable brand value begins with a deep understanding and respect for human nature, allowing brands to articulate the unspoken sentiments of consumers [4]

Core Viewpoint - The implementation of the new national standard for electric bicycles (GB 17761-2024) has significantly impacted consumer behavior and the market dynamics, leading to a surge in demand for old standard models while creating challenges for manufacturers of new standard models [3][10][15]. Market Dynamics - There has been a noticeable increase in foot traffic at stores selling electric bicycles, particularly brands like Aima, Tailg, and Yadea, as consumers rush to exchange their old models for new ones before the new regulations take full effect [1][10]. - The new regulations impose strict limitations, including a maximum speed of 25 km/h, which has caused anxiety among consumers and manufacturers alike [4][8]. - The old standard models have seen a price increase and heightened demand, contrary to expectations that they would phase out [11][15]. Regulatory Changes - The new regulations aim to eliminate the "gray growth" of electric bicycles over the past two decades, introducing stringent safety measures and technological requirements [4][7]. - Key features of the new regulations include a speed limit that, if exceeded, will cut off power to the vehicle, and the requirement for built-in GPS modules to prevent speed tampering [5][6]. Consumer Behavior - Consumers are exhibiting a "last-minute rush" mentality to purchase old standard models due to fears of future unavailability [10][11]. - Social media discussions around identifying old standard models and high demand for them indicate a shift in consumer focus towards these models [13]. Manufacturer Challenges - Major brands like Tailg, Yadea, and Aima face a dilemma as the popularity of old standard models complicates their transition to new standard models, which are currently not selling well [15][24]. - Manufacturers are concerned about the potential for product stagnation if they rush to produce new standard models without addressing consumer hesitance [15][24]. Strategic Adjustments - Companies are exploring alternative selling points to attract consumers, such as enhancing the smart features of their electric bicycles and focusing on aesthetics to appeal to younger demographics [16][19]. - Safety features are being emphasized as a core selling point, with brands investing in improved braking systems and battery management technologies [20][24]. Future Outlook - The transition to the new standard is expected to be a prolonged and challenging process, with ongoing tensions between regulatory demands, consumer preferences, and manufacturer capabilities [24].

Core Insights - The article highlights the rapid growth and success of the tea brand "梧桐姥姥" in the competitive Jiangsu-Zhejiang-Shanghai region, achieving significant sales milestones and expanding into new cities [1][3][5] Company Performance - "梧桐姥姥" has opened approximately 50 stores in Suzhou and has expanded to cities like Shanghai, Nanjing, and Fuzhou in 2023, with some stores achieving monthly revenues exceeding 600,000 yuan [3][5] - The brand's Shanghai store achieved a daily revenue of over 30,000 yuan shortly after opening, with plans for additional locations already underway [5][6] Marketing Strategy - The brand adopts a unique marketing approach, focusing on product quality rather than traditional advertising, with no dedicated marketing department and minimal ad spending [6][10] - "梧桐姥姥" emphasizes product transparency and quality, using high-quality ingredients and innovative recipes to drive customer loyalty and repeat purchases [8][11] Cultural Positioning - The brand leverages its Suzhou cultural heritage, incorporating local elements into its branding and product offerings, which resonates well with consumers [16][18] - The emotional connection created through branding, such as the use of familiar terms and culturally relevant themes, enhances customer engagement [12][14] Industry Trends - The article notes a broader trend of regional tea brands successfully expanding beyond their local markets, with many brands achieving impressive results despite having fewer than 100 stores [19][21] - The current market environment favors brands that can effectively communicate cultural narratives and emotional value, suggesting a potential shift in consumer preferences towards more localized and culturally rich offerings [22][23]

Core Viewpoint - NIO has launched the "Champion Edition" models of the new ET5, ET5T, and EC6, starting at 316,000 yuan, marking a significant branding effort to celebrate the 10th anniversary of its Formula E championship win, aiming to reconnect with consumers emotionally and enhance brand perception [2][5][11] Product Launch and Features - The "Champion Edition" models incorporate classic elements from the championship racing cars, such as a matte moonlight silver body, racing green calipers, and exclusive wheels, while the interiors feature Alcantara suede and microfiber materials to enhance the sporty feel [4] - The new ET5 and ET5T models have undergone exclusive upgrades to their chassis, improving torsional rigidity and optimizing roll gradient, along with adjustable damping systems and multiple driving modes, indicating a focus on performance [4][9] Emotional Marketing Strategy - NIO is leveraging the "Champion Edition" to establish a new emotional connection with users, moving beyond just selling cars to creating a narrative that resonates with consumers, particularly in the high-end market where competition with traditional luxury brands is fierce [5][7] - The marketing strategy emphasizes personalization and the unique identity of the vehicles, appealing to consumers who value exclusivity and emotional significance over mere technical specifications [7][11] Market Position and Sales Performance - NIO's sales have shown a significant recovery, with nearly 60,000 units delivered in the first half of 2025, and a year-on-year growth of over 30% in the second quarter, indicating a positive response to the new product launches [9] - The introduction of the "Champion Edition" is seen as a signal of a return to a more structured product design approach, focusing on user demographics and driving preferences, which may help NIO maintain its position as a pioneer in the electric vehicle market [9][10] Long-term Brand Narrative - The challenge for NIO lies in sustaining the emotional value associated with its championship narrative, especially for new users who may not have experienced the brand's history, and ensuring that this narrative translates into lasting consumer engagement [11] - NIO's approach contrasts with other brands by emphasizing a blend of technology, brand culture, and driving experience, which may lead to a slower but more meaningful connection with consumers in a market that is increasingly focused on personalization and user engagement [11]

Core Insights - The article discusses the marketing strategies employed by Lei Jun, the CEO of Xiaomi, during the delivery ceremonies of the SU7 and YU7 vehicles, highlighting the emotional engagement with customers as a key differentiator in a competitive market [1][5][10]. Group 1: Marketing Strategies - Lei Jun's actions during the vehicle delivery ceremonies, such as bowing and personally handing flowers to customers, reflect a deep understanding of consumer emotional value [8][10]. - The transition from opening car doors to performing a 90-degree bow signifies a shift from physical gestures to a more profound expression of respect and gratitude [5][8]. - The marketing approach is characterized as a "humble marketing" strategy, which is a carefully designed emotional investment that enhances brand loyalty and consumer perception [10][12]. Group 2: Competitive Landscape - In an increasingly homogenized automotive market, traditional marketing focused on product specifications is becoming less effective, making emotional value a critical differentiator [8][12]. - Competitors have not widely adopted similar customer engagement strategies, despite the evident success of Lei Jun's approach [3][10]. - The emotional connection established through these delivery ceremonies may influence future consumer choices, as buyers begin to consider emotional value alongside technical specifications [12].

Core Viewpoint - JD.com is innovating its marketing strategy for the 618 shopping festival by integrating entertainment and e-sports elements, aiming to create a more engaging and emotionally resonant shopping experience for consumers [1][5][11]. Group 1: Event Highlights - JD.com is hosting the "JD 618 Surprise Open Day" across multiple cities, announcing key features for this year's 618 festival, including collaborations with celebrities and popular IPs [1][3]. - The shopping season kicked off on May 13 and will continue until May 28, leading into the main 618 event at the end of May [1][2]. - Six major surprise days will be introduced, including Fan Day, Food Day, Children's Day, Trend Day, Home Day, and E-sports Day, focusing on user interests rather than traditional product categories [3][4]. Group 2: Promotions and Offers - JD.com is offering over 30,000 free concert tickets for the "Summer Concert" on May 31, with additional events planned for June 17 [2][3]. - The promotional strategy includes daily subsidies exceeding 1,000 yuan per person, various discount coupons, and interest-free installment plans for users activating JD credit [4][9]. - The integration of "old for new" national subsidies and JD's 10 billion yuan subsidy program will allow consumers to save up to 2,000 yuan on select products [3][4]. Group 3: Consumer Engagement and Trends - The company is shifting its focus to emotional engagement, recognizing that younger consumers prioritize self-satisfaction in their purchasing decisions [5][6]. - JD.com aims to transform its image from a "quality assurance" platform to one that is "fun" and engaging, appealing to a broader audience [6][8]. - The introduction of themed auctions and live streaming events during the shopping season is designed to enhance user interaction and excitement [6][7]. Group 4: Business Performance and Innovations - JD.com reported a revenue of 301.1 billion yuan in Q1 2023, a 15.8% year-on-year increase, and a net profit of 10.9 billion yuan, up 52.7% [8][9]. - The company has launched a new food delivery service, which has seen significant growth, with over 20 million orders within 75 days of its launch [9][10]. - JD.com is also introducing a new dining experience with the "Seven Fresh Food Mall," which will feature live-streamed kitchens and a variety of dining options [11].