大集上手艺人精心制作出来的美味，让时光在烟火气中延续，让运河畔的乡村大集，成为鲁西新春里的民俗风景。 制片人：马宝军 策划：李琳 杜屹然 统筹：汪峰 陶玲君 编导：李聪 报道员：张新栋 张义博 布玉秀 新媒体编辑：黄传莉 01:00 春节前夕，山东省阳谷县运河岸边的张秋大集烟火升腾，浓浓的年味在各色老味道中弥漫。糖葫芦、炒栗子、手工香油、传统果子等特色美味齐聚市集，手 艺人以坚守传承下来的技艺，烹制出地道的新年滋味，让匠心与乡情在市井烟火中静静流淌。 ...

过去一年，关于消费的讨论几乎都围绕着一个关键词展开：谨慎。 但在中国市场，春节往往会有一些"新气象"。根据国家统计局数据显示，2025年春节期间(1-2月)，粮油 食品类消费同比增长11.5%；化妆品、金银珠宝类增速环比显著改善，化妆品类增速由负转正至 +4.4%，金银珠宝类回升6.4个百分点至+5.4%。 春节增长的背后，本质上是"年货"意义正在发生变化。如今，除了吃什么、穿什么，如何"记录、分享 与表达"也已成为过年体验不可或缺的一部分。 巨量引擎数据显示，截至2026年2月10日，抖音#过年 话题播放量已达1920.8亿次，#春节 话题播放量达 815.7亿次；去年春节期间更是成为平台全年内容互动的高峰时段，#晒出我家年夜饭 话题的UGC发布 量高达日常的2倍，话题播放量达3.4亿。 而随着这股"新年味"在抖音中持续被记录、放大，也逐步影响了人们的春节消费习惯。抖音电商数据显 示，今年年货节期间，年夜饭相关产品销售额同比增长92％，新中式服装订单量同比增长66%，擦窗机 器人订单量同比增长209%，洗地机订单量同比增长101%，宠物相关用品成交额同比增长83%。这股充 满烟火气的消费情绪，在今年春节正进 ...

Core Insights - The article discusses how young consumers are redefining the Chinese New Year experience, moving away from traditional family gatherings to more personalized and diverse celebrations [2][3] - It highlights the shift in consumer behavior from functional purchases to emotional and aesthetic expressions during the festive season, emphasizing the need for brands to adapt to these changes [2][3] Consumer Behavior Changes - "Gift-giving" during the New Year is evolving from standardized purchases to personalized emotional expressions, with consumers seeking gifts that convey emotional connections [3][4] - The consumption scenarios are expanding beyond traditional festive moments to include everyday activities, necessitating brands to engage with consumers in various contexts [3][4] - Consumer demographics are becoming more segmented, with distinct groups identified based on preferences and characteristics, requiring brands to tailor their communication strategies accordingly [3][4] Brand Strategies - Brands are encouraged to understand consumer emotions more deeply and create products that resonate with these feelings, enhancing their connection with consumers [4][5] - The example of Budweiser illustrates how brands can leverage emotional themes in their marketing, focusing on small joys in life rather than grand aspirations [5][6] - A strategic approach to product offerings is suggested, incorporating a mix of popular products, new innovations, and gift boxes to enhance brand presence during the festive season [6][7] Content and Engagement - High-quality content is essential for brands to attract and retain consumer attention, especially during the emotionally charged New Year period [7][8] - Utilizing various innovative content formats, such as short dramas and celebrity collaborations, can significantly enhance brand visibility and consumer engagement [8][9] - Integrating online and offline marketing efforts is crucial for driving sales, particularly in the food and beverage sector, where in-person experiences still play a significant role [8][9] Conclusion - Douyin (TikTok) is positioned as a key platform for capturing New Year consumption trends, providing brands with opportunities to connect emotionally with consumers [9] - The article emphasizes the importance of leveraging insights and innovative tools to transform festive traffic into sustainable business growth and brand value [9]

Core Viewpoint - The article discusses how young consumers are redefining the celebration of the Spring Festival, moving from traditional family gatherings to personalized experiences that blend emotional and aesthetic elements into their celebrations [3][4]. Group 1: Changes in Consumer Demand - The concept of "gift-giving" during the Spring Festival is shifting from standardized purchases to personalized emotional expressions, with consumers seeking gifts that convey emotional connections [5]. - Consumption scenarios are expanding beyond traditional festive moments to include everyday activities, such as enjoying tea or health supplements after workouts, indicating a trend towards "daily integration" of Spring Festival consumption [5][6]. - Consumer demographics are becoming more segmented, with distinct groups identified based on preferences and characteristics, necessitating a deeper understanding of their unique needs for effective communication [6]. Group 2: Brand Strategies for New Year Flavor - Brands are encouraged to adopt a more nuanced understanding of consumers, focusing on product features and audience needs to strengthen brand presence and emotional connections [6]. - Suggestions for brands include creating ceremonial gift boxes to enhance the Spring Festival experience, focusing on sensory experiences, and engaging with trending content on platforms like Douyin [6][10]. - The case of Budweiser illustrates the importance of emotional resonance in product marketing, with their campaign emphasizing "small happiness" and integrating emotional themes into product design and consumer interaction [9][10]. Group 3: Leveraging Content and Innovation - High-quality content is essential for brands to engage consumers during the emotionally charged Spring Festival period, with a focus on creating "mind-blowing" content that resonates with users' real-life experiences [13]. - Brands can utilize various innovative formats, such as short dramas and celebrity marketing, to enhance brand exposure and emotional connection with consumers [14]. - Integrating online and offline marketing strategies is crucial for driving sales, particularly in the food and beverage sector, by linking online engagement with offline purchasing behaviors [14][16].