Core Insights - The collaboration between Lin's Home and the show "Friends 2" has successfully captured the attention of young consumers, leveraging the show's high ratings and relatable content to enhance brand visibility and appeal [1][3] Group 1: Brand and Show Alignment - Lin's Home's partnership with "Friends 2" is based on a strong alignment between the brand's vision of improving life quality and the show's themes of warmth and happiness [3] - The show's core setting, "Thick Rice Home," provides a natural space for showcasing home products, allowing items like the portable and stylish bag chair to be integrated into the show's narrative [3] Group 2: Product Innovation and Brand Influence - The frequent appearance of the bag chair in the show has generated significant consumer interest, highlighting Lin's Home's ability to create standout products through a robust supply chain and research system [5] - The brand's involvement in setting the new industry standard for soft furniture sofas demonstrates its technical capabilities and commitment to innovation [5] Group 3: Integrated Marketing Strategy - Lin's Home has implemented a closed-loop marketing strategy by collaborating with the Xiaomang APP to offer the same green bag chair featured in the show, enabling immediate purchase opportunities for viewers [7] - The brand has also engaged in interactive discussions on platforms like Weibo and Xiaohongshu, enhancing brand visibility and emotional connection with young consumers [7] Group 4: Industry Impact - Industry experts note that Lin's Home's approach to variety show marketing has disrupted traditional promotional methods in the home furnishings sector, integrating brand philosophy, product functionality, and user lifestyle [9] - The ongoing innovation from the brand may provide valuable insights for the industry as it continues to explore ways to appeal to younger demographics [9]

Core Viewpoint - The competition in the variety show market is intensifying, particularly in the music variety segment, which still holds significant viewership and commercial value, but brands are struggling to convert this into effective marketing [1][2][10]. Group 1: Market Dynamics - Music variety shows dominate prime time with a 35% share of viewership, showcasing their commercial potential [1]. - Despite the popularity of shows like "Singer 2025," brands are questioning whether the excitement translates into sales [1][10]. - The traditional marketing strategies in music variety shows are showing signs of fatigue, as audience attention becomes increasingly fragmented [5][10]. Group 2: Brand Engagement - Brands like Mengniu are leveraging nostalgia and emotional connections to engage audiences, as seen with their sponsorship of "Singer 2025" [2][6]. - The effectiveness of brand exposure is diminishing; audiences may remember the show but not the brands associated with it [11][14]. - Successful brand integration requires more than just visibility; it necessitates creating meaningful connections with the audience through storytelling and emotional engagement [14][19]. Group 3: Evolving Strategies - Platforms are facing structural challenges, prompting them to explore new monetization strategies, such as Mango TV's "Yuanren Universe" and Tencent's "Micro Variety Plan" [17][19]. - Brands are shifting from traditional advertising to co-creating content that resonates with audiences, focusing on long-term value rather than short-term exposure [19][27]. - Effective variety show marketing now emphasizes three dimensions: online interaction, offline experiences, and social co-creation [20][24]. Group 4: Case Studies - The marketing strategy of Lays in "Planting Season 3" exemplifies effective brand integration by immersing the product in the storyline and allowing for direct purchasing options [24][26]. - Brands must embed their narratives within the emotional journeys of the audience to achieve measurable commercial outcomes [26][27].

以下文章来源于新周刊 ，作者王阿姨 新周刊 . 中国最新锐的生活方式周刊。 作者：王阿姨 来源： 新周刊（ID：new-weekly） 时隔多年，我们不想知道在《非你莫属》不可一世的老板们是怎么来的，只想知道他 们是怎么"没"的。 近期的求职真人秀《开播吧！青春采销》中，杜华凭一句话出了圈。 她以此前面对练习生的经验，反复用一句"你觉得你配吗"质问求职者，登上热搜。 此情此景，让人很难不联想到初代网红求职节目——《非你莫属》。 这档求职综艺开播自2010年，由张绍刚主持。在网络资讯还不够发达的年代，这个节目似乎天 然接轨了2020年代综艺节目的争议套路，极其擅长制造故事与冲突，尤其以主持人和求职者互 怼、老板和求职者互怼等名场面，在当时的网络疯狂发酵。 那些争执 倘若 发生在当下，大概要长住热搜里。 比如"求职者晕倒"事件，一位自称留学法国的年轻人在节目上求职的过程中被老板和主持人张 绍刚反复质疑，最终不堪压力在现场晕倒。张绍刚也自此一战成名，成为"不会好好说话"的代 言人。 节目中，张绍刚吸引了大部分观众的火力，而那些作为挑选者的民企老板，怼起求职者毫不心 慈手软。在逼问、质疑、调侃甚至刁难求职者，以及强调 ...