Core Viewpoint - The report titled "2025 Douyin Life Service Marketing Characteristic Population Value White Paper" emphasizes Douyin's role in reshaping local life brand marketing and user purchasing behavior, transitioning from "search - purchase" to "watch - search - purchase" through content stimulation and new incremental models [1][7]. Group 1: Douyin's Impact on Local Life Services - Douyin has restructured the marketing landscape for local life brands, enabling more traffic opportunities for merchants and facilitating the incubation of popular products [7]. - The non-automotive offline social retail total is steadily growing, with Douyin's life service industry GMV increasing by 27% year-on-year in Y24, and tourism-related video views reaching 25.2 billion [1][16]. - Douyin's content-driven approach has led to the emergence of new incremental models such as coupon stacking and nationwide redemption [7]. Group 2: Key Trends and Topics - The report identifies ten key trending topics for 2025 in the Douyin life service industry, including "urban fireworks," "abstract body," and others, which possess both traffic and retention value [1][23]. - These topics cater to different industry subcategories and can activate new demand while intercepting existing demand scenarios [1][23]. Group 3: Characteristic Populations - The report outlines ten characteristic populations, such as 54 million "pot enthusiasts" and 92 million "abstract artists," detailing their demographics, consumption preferences, and related trending content [1][34]. - Each population is linked to specific marketing strategies, emphasizing the importance of adapting to different scales of merchants, from small to large [1][34]. Group 4: PACE Operational Methodology - The PACE methodology is proposed, which involves confirming product positioning, matching suitable populations, determining marketing models based on demand, and amplifying trending topics [1][7]. - Different merchant sizes are advised to adopt varying strategies, such as small merchants leveraging trends and large merchants creating trends [1][7].

Group 1 - The core viewpoint emphasizes the importance of analyzing marketing trends and case studies to identify potential growth opportunities for brands in the second half of 2025 [1] - Six forward-looking marketing trends have been identified through the analysis of over a hundred cases, providing actionable insights for brands [1] - Emotional marketing has become a key driver of consumer behavior, with brands needing to integrate emotional elements into their strategies [2][4] Group 2 - LABUBU serves as a prime example of emotional marketing, resonating with young consumers by embracing a rebellious and non-conformist identity [4][7] - Emotional marketing is evolving towards more specific and precise expressions, with different emotions being assigned distinct meanings [4][7] - Brands are encouraged to adopt a long-term approach to emotional marketing, ensuring that emotional connections are deeply embedded in their brand identity [7] Group 3 - Brands are increasingly recognizing the need to return to the essence of marketing by focusing on quality content rather than short-term traffic [8] - Leveraging trending content can help brands establish emotional connections with consumers, transforming them from mere observers to active participants in cultural conversations [10] - Successful collaborations, such as the partnership between Mengniu and the animated film "Nezha," demonstrate the effectiveness of aligning brand values with popular cultural narratives [10][12] Group 4 - Long-form video content is gaining traction as a means to create deeper emotional connections with consumers, moving beyond traditional advertising methods [15] - Brands are utilizing long-form content to build a narrative that resonates with audiences, enhancing brand perception and loyalty [15] Group 5 - The concept of female empowerment in marketing is shifting from superficial representations to a deeper understanding of women's real needs and experiences [19][26] - Successful female-focused marketing campaigns are characterized by genuine empathy and respect for women's diverse roles and challenges in society [19][22] - Brands must elevate their narratives around women from mere commercial strategies to social responsibility practices to foster authentic emotional connections [23] Group 6 - The emergence of experiential marketing, exemplified by LV's "Louis Ship," highlights the importance of creating immersive brand experiences that resonate with consumers [27][29] - This trend reflects a broader consumer desire for emotional connections and meaningful interactions in physical spaces [31] - Brands are encouraged to craft their stories through experiential marketing, integrating their history and values into the consumer experience [31] Group 7 - Scene-based marketing is becoming a vital strategy for brands to connect with consumers by tapping into specific emotional needs and contexts [32][35] - Brands are increasingly recognizing the importance of predicting consumer scenarios and tailoring marketing activities to meet those needs [35] Group 8 - AI marketing is transforming the landscape by enhancing content production and user experience, with a significant penetration rate of 72% for AIGC in content creation [36] - Brands are exploring AI's potential to streamline marketing processes, from ideation to execution, creating a more efficient and engaging consumer experience [36][39] - The integration of AI in marketing is not just about technology but also about fostering long-term emotional trust with consumers [39]