Group 1 - The article discusses the rising popularity of Labubu, a character that has become a cultural phenomenon, particularly during the high school entrance examination season in China [1][3][17] - Labubu's marketing success is highlighted as it has transformed from a niche product to a symbol of family dynamics and societal expectations, especially in the context of the high-stakes examination [4][19] - The high school entrance examination is recognized as a challenging marketing opportunity for brands, with many attempting to leverage this event for promotional purposes [6][7][16] Group 2 - Historical context is provided, tracing the evolution of high school examination marketing back to 2003, when Nestlé's KitKat capitalized on a phonetic connection to success in Japan [8][12] - This year, over 20 brands participated in high school marketing, focusing on themes of good fortune, service, and product quality [10][12] - Brands are increasingly shifting towards service-oriented marketing strategies, recognizing that the examination period is not suitable for aggressive sales tactics [16][22] Group 3 - The article emphasizes the importance of emotional resonance in marketing during the examination period, suggesting that brands that create widespread emotional connections can achieve lasting impact [16][21] - Labubu's recent viral moments on social media illustrate how brands can effectively engage with audiences by tapping into shared cultural experiences [17][19] - The article also notes that while high school marketing presents challenges, it also offers opportunities for brands willing to innovate and connect authentically with consumers [21][25]

这两天，没什么事情能比高考更能牵动大家的心。 在这个节骨眼上，考生能凭自己实力考取的成绩基本已成定数。 但在实力之外，很多人开始尝试为自己准备另一些"附加运气"用的商品。 这些东西或用来祈福，或自带"高考谐音梗" 大家都希望在正常发挥之上，为自己提供多一些积极暗示。 高考不仅是对考生日常学习成果的检验，也是对商家营销的一场大考。 考试时间越近，谐音梗产品就越是爆发，各种"满分彩头"的商品销售火热。 童年时期的动画片里，用早饭吃一根油条和两枚鸡蛋，寓意考试能得100分，高考科目多总分高，自然 就要花费更多心思。 图/IC PHOTO互联网早期，就出现了考生家长身穿寓意着"旗开得胜"的旗袍，在考场外等待的传统。 在东北地区，更有紫色内裤被贴上"紫腚能行"的谐音祝愿。 在长三角地区，考前"顶粽子"也是一种谐音梗，用高处的粽子取其"状元高中"寓意，并且这种习俗已经 走入校园。 据杭州师范大学民俗研究所调查，近十年高考期间，长三角地区超过60%的中学采用类似谐音祈福活 动。 除了往年的基本操作，今年各种"高考梗"营销也呈现出更多创意。 餐饮行业率先发力，今年肯德基在高考期间推出"定胜糕"（寓意"必定胜利"）。 并且在部 ...