Core Insights - The report by Yien analyzes marketing strategies and effectiveness of leading brands across five industries during the Qixi Festival, highlighting the latest consumer demand trends [1][10]. Luxury Goods Industry - Chopard collaborated with DIMOO WORLD to launch a limited edition gift box, primarily promoted on Xiaohongshu, attracting young consumers but facing criticism for the awkward integration of the brand and IP [1][11]. - LOEWE utilized a micro-short drama format featuring celebrities to creatively merge Qixi legends with brand imagery, successfully reaching a broader audience, although the "rustic" style impacted its premium brand image [1][6]. - Tiffany's campaign focused on individual subjectivity in love through a series of content, leveraging partnerships with top podcasters and influencers to deeply convey brand philosophy on Xiaohongshu [1]. Beauty Industry - Chando returned to its Himalayan roots by collaborating with intangible cultural heritage to launch an advertisement on Douyin, fostering deep connections with consumers through pre-launch membership and offline events [2]. - SK-II partnered with Mayday to release a campaign titled "Love-ing, Crystal-ing," featuring limited edition gift boxes and pop-up stores, primarily utilizing Xiaohongshu and Douyin for emotional engagement [2]. Fast-Moving Consumer Goods (FMCG) Industry - Yili focused on the elderly demographic by collaborating with Meng Fei on a project that resonated with the children of this group on Douyin, although some audiences felt the message was disconnected from reality [4]. Food and Beverage Industry - Bawang Chaji launched a limited edition series for Qixi, showcasing traditional wedding customs in collaboration with the She ethnic group, effectively promoting the campaign on both Douyin and Xiaohongshu [4]. Platform Industry - Taobao Flash Sale partnered with Lin Yi to create an advertising campaign and "Citywide Love" theme project, utilizing Xiaohongshu for online and offline engagement, which sparked user enthusiasm for participation [4]. Marketing Highlights and Challenges - The report identifies key marketing highlights and challenges, such as Chopard's youthful yet awkward collaboration, LOEWE's successful yet image-impacting short drama, and Yili's resonant but unrealistic messaging [6]. - These cases illustrate the innovative attempts by brands in Qixi marketing while reflecting the diverse and complex consumer demands in the current market environment [6].