冬意渐浓，围炉闲坐，灯火可亲。有人说，冬天的快乐，一半藏在烟火暖意里，一半盛在季节时令 的仪式感中。在社交媒体上，越来越多人讲究起时令消费，各类时令菜谱、穿搭换新、季节旅行的分享 和种草，正成为新的消费风向。 时令消费的兴起，是体验经济在市场中的投射。体验经济是服务经济的延伸，重视消费行为发生时 顾客的心理体验。随着消费需求从"拥有"转向"感受"，人们购买的已不仅是产品，更是一段情绪体验、 一个文化符号、一种生活方式。喝一杯冬季限定的咖啡，赏一幅春日美好景致，在消费行为中感知自然 之美、品味生活之味。这些带有季节特色的消费，已超越产品本身的价值，成为标记时光、留存记忆的 独特方式。 于商家而言，四季轮回蕴藏着机遇。从"秋天的第一杯奶茶"到"冬天的第一顿火锅"，越来越多品牌 围绕"限定"二字，精准捕捉消费者在特定季节的情感需求，深耕细作季节仪式感，打造限定产品与沉浸 式体验，推动产品创新和服务升级，将"时令的变化"转化为"消费的理由"。比如，有的瞄准年轻人对出 片的追求，打造围炉煮茶、花间露营等沉浸式体验，让消费本身成为社交货币。应该说，谁把季节时令 转化为值得记忆的生活方式，谁就可能在消费者心中种下认同的种子 ...

Core Insights - The trend of "Tianqiu" (eating to gain weight in autumn) has evolved into a significant social cultural phenomenon among young people, reshaping traditional dietary customs and contemporary consumption habits [2][11][18] - The rise of social media platforms like Douyin (TikTok) has facilitated the sharing of food experiences, leading to increased engagement and consumption around seasonal foods [7][15][19] Group 1: Consumption Trends - The topic "What to eat on the first day of autumn" has garnered 130 million views on Douyin, indicating a strong interest in seasonal eating [7] - Orders for traditional autumn dishes such as braised pork and lamb have seen significant year-on-year increases, with braised pork orders up by 103% and lamb by 32% [11][17] - Young consumers are increasingly seeking immersive dining experiences, where the act of eating is tied to emotional satisfaction and social interaction [2][11][18] Group 2: Marketing Strategies - Businesses are leveraging Douyin to create engaging content that connects consumers with seasonal food offerings, enhancing the visibility and appeal of their products [15][19] - The integration of diverse food options and innovative marketing strategies has allowed merchants to meet consumer expectations while breaking the monotony of seasonal offerings [11][17] - Successful campaigns have transformed traditional customs into compelling marketing narratives, effectively tapping into the emotional resonance of seasonal eating [18][19] Group 3: Consumer Behavior - Young consumers are characterized by their desire for convenience and variety, leading to a shift in how they approach seasonal eating [11][18] - The phenomenon of "Tianqiu" reflects a broader trend where traditional customs are redefined through modern consumer experiences, emphasizing enjoyment and emotional connection [2][18] - The interplay between platforms, merchants, and consumers is creating a new dynamic in holiday economies, where emotional engagement drives purchasing decisions [19]

Core Insights - The consumption of food related to the "Liqiu" (Beginning of Autumn) festival has seen a significant increase, with Douyin (TikTok's Chinese counterpart) reporting a surge in group purchase orders for traditional dishes [1][3] Group 1: Consumption Trends - From August 1 to 6, group purchase orders for braised pork and pork knuckles on Douyin increased by 103% and 48% respectively, while lamb orders rose by 32% [1] - Watermelon orders on Douyin saw a year-on-year increase of 41%, and winter melon orders surged by 83% during the same period [3] Group 2: Cultural Significance - The "Liqiu" festival is associated with various cultural eating habits, such as "Keng Qiu" (biting into autumn) and "Tie Qiu Piao" (eating to gain weight for autumn), which have become popular on Douyin [3] - Topics related to "Liqiu" such as TodayLiqiu and MyLiqiuRitual have gained traction on Douyin, with users sharing their food experiences through short videos [3] Group 3: Business Strategy - Douyin's life service department aims to collaborate with quality merchants to provide a diverse range of products for consumers at seasonal nodes, thereby promoting seasonal consumption [3]