Core Insights - The traditional Chinese festival Qixi is undergoing significant transformation driven by the younger generation, shifting from "gift-driven" to "experience-oriented" and expanding its meaning from "romantic love" to "diverse affection" [1][4][11] - The WWD CHINA "REAL TALK" forum focused on the new expressions of "love and luxury" during Qixi, highlighting the need for brands to connect deeply with Chinese culture and contemporary consumer demands [1][4] Industry Trends - Young people's views on love have fundamentally changed, emphasizing self-growth, mutual respect, and living in the moment, which directly impacts marketing strategies for Qixi [4][7] - The distinction between Qixi and Western Valentine's Day is crucial, as Qixi now encompasses self-reward and family companionship, requiring brands to adapt their marketing approaches accordingly [4][7] Marketing Strategies - Successful Qixi marketing should integrate "product - theme - experience" to provide deeper meaning, moving beyond the traditional focus on romantic love to include affection for family and friends [4][9] - Brands are encouraged to utilize low-cost, high-resonance strategies by creating differentiated content across various platforms, leveraging new formats like podcasts and short dramas to convey brand values [7][9] Localization and Cultural Insight - International brands often face "cultural misalignment" in Qixi marketing, necessitating a balance between global brand identity and local emotional values, which requires deep market insights [7][9] - The core of localization is resonance rather than mere symbolism, with brands needing to prioritize Chinese market considerations in global planning [9][11] Future Outlook - The new expressions of Qixi reflect a deep understanding of Chinese culture and respect for the self-worth of young consumers, indicating that brands must create warm experiences to resonate with current consumer sentiments [11] - Qixi is poised to become a litmus test for luxury brands' localization capabilities, with success hinging on the ability to understand and connect with the younger generation's concept of love [11]