Group 1 - The rise of seasonal consumption reflects the shift from ownership to experience in consumer behavior, emphasizing emotional experiences and cultural symbols [1][2] - Seasonal consumption is rooted in ancient wisdom and is being integrated into modern life through new forms like seasonal pastries and herbal teas, enhancing consumer awareness of seasonal changes and traditional culture [1][2] - Brands are leveraging seasonal changes to create limited products and immersive experiences, turning seasonal themes into compelling reasons for consumption [2] Group 2 - Consumers who value ritual also demand high product quality and practicality, indicating that seasonal consumption should not be superficial or short-lived [2] - Brands that successfully create a sense of ritual while maintaining product quality and service are more likely to earn consumer trust and loyalty [2] - The trend of seasonal consumption is fundamentally linked to consumption upgrades and product innovation, providing opportunities for revitalizing the market [3]

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]