Core Insights - Leading brands are shifting from merely celebrating holidays to strategically operating emotional connections, focusing on building sustainable brand emotional assets rather than short-term sales spikes [1][3] - A significant portion of holiday marketing investments, approximately 90%, fails to create lasting brand assets, which is a major barrier to long-term growth [3][4] - Brands that excel in emotional marketing see an average customer repurchase rate increase of 47% and a 32% improvement in brand premium capability in the quarter following the holiday [3] Group 1: Emotional Misalignment in Holiday Marketing - There are three critical mismatches in current holiday marketing strategies: emotional needs versus product supply, short-term sales versus long-term asset building, and cultural symbols versus brand identity [4] - Over 70% of brands use a unified strategy for both Christmas and New Year, neglecting the distinct emotional differences between the two holidays [4] - A staggering 86% of brands allocate most of their holiday marketing budget to short-term promotions, with less than 14% focused on building emotional brand assets [4] Group 2: Strategic Upgrades for Emotional Marketing - Brands are encouraged to reallocate at least 40% of their holiday marketing budget towards projects that build long-term emotional brand assets [5] - The "brand emotional account" model suggests managing consumer emotional relationships like a bank account, with holiday periods being prime opportunities for emotional deposits [5][6] - Successful holiday marketing should create emotional carriers with a lifecycle rather than one-time hits, as seen in a case where a collectible "New Year Memory Box" led to a 89% repurchase rate [6] Group 3: Six-Step Emotional Marketing System - The six-step emotional marketing system includes mapping emotional trajectories, establishing emotional value anchors, creating high-empathy content, designing scene-based emotional touchpoints, building a brand-user emotional community, and developing a comprehensive emotional marketing evaluation system [7][8][9][11] - Brands should identify unique emotional propositions rather than generic terms like "happiness" to stand out in crowded markets [8] - Emotional content that resonates with personal memories can achieve five times the engagement of standard holiday ads [8] Group 4: Case Studies of Successful Emotional Marketing - A regional tea brand successfully leveraged traditional cultural elements to create a "Warm Winter" campaign, resulting in a 285% increase in sales during Christmas [13] - An old brand revamped its image by connecting generational emotions through a "Memory of Taste" initiative, leading to a 340% increase in online sales among consumers under 35 [13] - A new fragrance brand established a "Holiday Scent Ritual" system, achieving a 75% sales share in gift packaging during the holiday season [14] Group 5: Strategic Transition to Emotional Asset Management - Brands should elevate holiday emotional marketing to the level of emotional asset management, as those with strong emotional asset management capabilities see a 46% faster market value growth compared to industry averages [15] - A four-dimensional emotional asset management system is recommended, focusing on time, space, relationship, and asset dimensions to create a holistic emotional experience [16][17] - Brands that have established emotional asset management systems can operate a continuous "brand emotional engine," making each holiday a reinforcement point in consumer relationships rather than a reset [17]

Core Viewpoint - The State-owned Assets Supervision and Administration Commission (SASAC) has issued guidelines to elevate the brand building of central enterprises in China to a new stage characterized by "high quality, systematic, and global" development, marking a significant shift in the perception of brand value in corporate growth and international competition [3][4]. Group 1: Strategic Focus - Brand construction should be integrated into the overall corporate strategy, emphasizing the leadership role of top management in driving brand development [5]. - Establish a brand management system that coordinates group and subsidiary efforts to eliminate "brand silos" [6]. Group 2: Innovation and Quality - Emphasize innovation as the core of brand strength, focusing on technological advancements to enhance brand value [7]. - Implement a comprehensive quality management system to ensure high standards across all products and services [9][10]. Group 3: Cultural Integration - Infuse brand culture with elements of traditional Chinese culture and industry spirit to create a distinctive brand identity [12][13]. Group 4: Social Responsibility - Incorporate ESG principles into brand identity, showcasing corporate responsibility in areas like public service and environmental sustainability [14][15]. Group 5: Global Strategy - Develop international branding strategies that balance global consistency with local adaptation, particularly in emerging markets [16][17]. Group 6: Asset Management - Establish a scientific evaluation and management system for brand assets to ensure they contribute to corporate value [18][19]. Group 7: Brand Narrative - Innovate brand storytelling to connect emotionally with audiences, moving beyond traditional promotional methods [20][21]. Group 8: Youth Engagement - Actively involve the youth demographic in brand initiatives, utilizing modern communication channels to resonate with younger audiences [23][24]. Group 9: Reputation Management - Create a comprehensive risk management system to protect brand reputation, focusing on proactive communication and crisis response [26][27]. Group 10: Collaborative Ecosystem - Foster internal and external collaboration to build a cohesive brand ecosystem that engages all stakeholders [28][29]. Group 11: Digital Empowerment - Leverage digital technologies to enhance brand management efficiency and effectiveness [30][31]. Group 12: Cross-Industry Collaboration - Engage in cross-industry partnerships to expand brand reach and create new value propositions [32][33]. Group 13: Brand Legacy and Innovation - Balance the preservation of brand heritage with ongoing innovation to maintain relevance in a changing market [34][35].

Group 1 - Consumption is a key driver of economic growth, and brand building is essential for enhancing consumption quality and expanding domestic demand [1] - The rise of new brand strategy consulting firms like Squirrel Jump is attributed to the rapid development of social media and increasing demand for brand marketing consulting services that align with new consumer trends [2][3] - Squirrel Jump has positioned itself as a leader in e-commerce brand consulting, achieving an average annual growth rate of 200% in the brand marketing consulting industry from 2020 to 2023 [2] Group 2 - Squirrel Jump has successfully served numerous emerging brands from platforms like Taobao and Douyin, as well as traditional brands, providing them with new strategies to adapt to market changes [3] - The case of Mengbaihe, a leading mattress brand, illustrates how strategic consulting can help brands adapt to new consumer environments and achieve significant sales success during major shopping events [4] - The brand strategy consulting industry is creating job opportunities and driving consumption potential, with Squirrel Jump participating in recruitment events to inject new vitality into the advertising and consumer markets [5] Group 3 - Shenzhen is accelerating the high-quality development of its advertising industry, with initiatives like the "Shenzhen Advertising Prosperity Plan" and significant revenue growth projected for 2024 and 2025 [6] - Companies like Squirrel Jump are becoming important engines for industry growth through talent acquisition and strategic upgrades [6]