Core Insights - The article discusses the evolving consumer behavior in e-commerce, particularly the increasing importance of promotional gifts in driving purchases, indicating that consumers are more attracted to gifts than the actual products [1][2][3] Group 1: Promotional Strategies - Brands are increasingly using creative promotional gifts to differentiate themselves in a saturated market, with examples including buying toilet paper to receive a sports camera or purchasing sanitary napkins to get a scooter [2][6] - The article categorizes promotional gifts into two main types: IP collaboration gifts, which are often exclusive and limited edition, and product-related gifts that enhance the utility of the purchased item [3][5] - The use of promotional gifts is seen as a strategy to combat product homogeneity, especially in categories like sanitary napkins, where functional differences are minimal [8][9] Group 2: Target Audience and Pricing - The primary audience for these promotional strategies is young women aged 18-24, who are price-sensitive and often students or early-career professionals [10][11] - Brands typically price their products under 300 yuan to appeal to this demographic, as this price point is perceived as affordable, while also offering gifts of equivalent value to obscure the actual cost [11][12] Group 3: Emotional Marketing - The concept of "emotional business" is highlighted, where consumers are willing to pay for the emotional value associated with products and gifts, especially during economic downturns [12][14] - Promotional gifts serve to provide additional emotional value, making them a crucial aspect of modern marketing strategies, as they can create a unique selling proposition in a competitive market [14]