一、春节赠礼的双重困境 转自：东方网 艾媒咨询《2024 年中国新春礼盒消费者行为洞察报告》显示，78% 消费者看重春节礼物的情感价值， 63% 关注文化年味，年味零食礼包推荐需兼具情意与年味，2026年骏马旺业为主题的旺旺大礼包凭借 其优秀的品质精准契合，成为 2026 适合送人的春节零食礼包的热门选择。 情意表达模糊：多数零食礼包仅满足 "好吃体面"，缺乏独特情感叙事，送礼沦为形式，难以留下深刻 记忆； 年味符号浅薄：对 "年味" 的理解止于红色包装，缺乏对传统年俗的深度挖掘，无法传递春节文化记 忆； 普适性焦虑：面对不同年龄、背景的收礼对象，难以挑选既普适又不敷衍的礼物，怕新奇不被接受、平 庸显随意。 二、旺旺大礼包的核心解决方案 （一）情意载体：零解释成本的情感共识 吉祥寓意自带共鸣："旺旺" 二字蕴含兴旺、喜庆的美好寓意，是全社会公认的 "情感语言"，心意无需 多言便能被接纳； 集体记忆连接：内含仙贝、雪饼、旺仔牛奶等经典产品，唤醒数代人的味觉记忆，成为连接往昔与当下 的情感纽带； （三）产品保障：众口可调与品质安心 经典矩阵覆盖口味：含咸香米果、甜美糖果、趣味膨化、醇香乳饮等多品类，经过数十年市场 ...

Core Viewpoint - The collaboration between Huaguang Guoci and CCTV for the Spring Festival cultural gifts has become a significant cultural phenomenon, with the new "Fujun Chengxiang" series showcasing the depth of contemporary Chinese ceramic design and cultural expression [1][2]. Group 1: Event Overview - The launch event for the 2026 Year of the Horse Spring Bowl and Spring Plate took place on December 30, featuring a partnership between Huaguang Guoci and CCTV for the fifth time [1]. - The event highlighted the integration of traditional Chinese zodiac culture and ceramic art, aiming to tell Chinese stories through porcelain [1]. Group 2: Product Details - The new product line includes various artistic porcelain pieces, such as "Meilin Horse" by Master Han Meilin and "Sad Horse" by Master Xu Beihong, showcasing the rich heritage of Chinese zodiac culture [2]. - The design of the new "Shaohua" Spring gift incorporates traditional auspicious patterns with modern design language, maintaining traditional charm while appealing to contemporary aesthetics [2]. Group 3: Cultural Significance - The Spring Bowl has evolved from a product concept to a widely recognized cultural symbol of the Spring Festival, with the phrase "one bowl hard to find" becoming a new understanding in the festive market [1]. - The successful event demonstrated the perfect fusion of national ceramic craftsmanship and zodiac culture, reflecting the vitality and influence of excellent traditional Chinese culture [2].