报告共计：39页 今天分享的是：2025抖音生活服务营销特色人群价值白皮书 《2025抖音生活服务营销特色人群价值白皮书》围绕抖音生活服务的营销价值展开，首先指出抖音凭借"爆款孵化"基因，重 构本地生活品牌营销人货场格局，改变用户"搜 - 购"行为模式为"看 - 搜 - 购"，通过内容刺激潜在用户触达，衍生囤券等增量 模式，且非汽车线下社会零售总额稳定增长，抖音生服行业GMV、用户搜索量及视频播放量等数据均呈上升趋势，如Y24生 服行业GMV同比增长27%，旅游相关视频播放量达252亿。接着介绍2025年抖音生活服务行业十大特色热点话题，如城市烟火 气、抽象圣体等，这些话题兼具流量与留量价值，流量分泛流量（扩开口）和垂类流量（做拦截），且不同话题适配不同行 业子类目，能实现需求场景拦截与新需求激活。随后发布十大特色人群，包括5400万"锅气"爱好者（城市烟火气相关）、 9200万"抽象艺术家"（抽象圣体相关）等，详细阐述各人群规模、性别年龄分布、消费偏好及对应垂类热点与爆款内容公 式，并列举相关品牌运营案例。最后提出PACE运营方法论，即先确认本品定位，再匹配适配人群，根据需求确定营销模式， 最后放大热点使用 ...

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]