前有伊利携手张兴朝大搞抽象，后有安慕希合作小力士、胡先煦狂秀地域梗……近两个月，品牌找"喜人"合作广告成为了新的流行风向标。 这一波出圈的品牌广告基本都围绕"梗文化"和"抽象文化"展开。 据剁椒Spicy盘点，除了《喜人奇妙夜2》（下简称《喜人2》）节目中的8个官方赞助品牌，还有超过20个非赞助品牌与喜人达成了合作，且这些合作高度 集中在张兴朝、李嘉诚身上，二人携手拿下了十个以上代言，断层式领先其他喜人演员。 剁椒Spicy从业内人士处获悉，近几个月，张兴朝部分品牌广告费用已经达到百万级别，其它热门CP组合和艺人的费用也多数达到了大几十万。要知道， 这波品牌与喜人的合作多数是短期代言，大多起到品宣效果，结合渠道传播费用，可谓投入不菲。 从品牌类型来看，这波代言品牌以互联网、快消行业为主，这两大行业背后站着大量的年轻用户，也具备迫切的年轻化诉求。 在《喜人2》之前，被品牌们疯抢的喜剧人还是脱口秀艺人。但相较于脱口秀片段式金句的低门槛传播，喜人们创作的梗文化内容大多结合其演绎的角色 和剧情，内容时长较长，门槛较高，这也让非该综艺观众的用户对喜人认知有限。 而大量品牌合作的喜人"梗"广告多数强依托于这些内部限定梗， ...

Core Viewpoint - The article discusses the evolution of food and beverage consumption in train carriages in China over the past 26 years, highlighting a shift from basic functional needs to experience-oriented consumption, particularly during travel periods like the National Day holiday [8][12]. Group 1: Historical Context - In 1999, the introduction of the "Golden Week" holiday led to a significant increase in domestic travel, with 28 million trips and a total tourism revenue of 14.1 billion yuan [8]. - By 2024, domestic travel reached 765 million trips, with total spending hitting 700.817 billion yuan, indicating a substantial growth in travel culture and consumer spending [8][12]. Group 2: Changes in Food Consumption - The food and beverage consumption on trains has transitioned from simple snacks like peanuts and instant noodles to more diverse and experience-driven options, reflecting changing consumer preferences [9][10]. - Consumers now seek visually appealing, emotionally satisfying products during travel, such as specialty teas and creative snacks, rather than just functional food [10][12]. Group 3: Iconic Products - Instant noodles, particularly the Kang Shifu brand's beef noodles, became iconic in train carriages due to their convenience and affordability, with initial pricing at 1.98 yuan compared to higher-priced train meals [17][18]. - The introduction of various flavors and local specialties in instant noodles has further solidified their popularity among travelers [19]. Group 4: Innovations in Packaging and Offerings - The development of new packaging technologies, such as the "modified atmosphere packaging" by Zhou Hei Ya, has improved the freshness and convenience of ready-to-eat foods like marinated meats, making them popular in train settings [36][37]. - The rise of instant coffee and fruit teas in convenient packaging reflects the growing demand for portable and easy-to-prepare beverages among travelers [41][42]. Group 5: Cultural and Regional Influences - The emergence of culturally themed snacks, such as creative ice creams representing local train stations, showcases a trend towards localized and experiential food offerings in train travel [50][55]. - Regional specialties are increasingly featured in train menus, allowing travelers to experience local flavors, enhancing the overall travel experience [56][64].

Core Insights - The article discusses the evolution of food consumption on trains in China, highlighting the shift from traditional snacks like instant noodles to more diverse and experiential food options that cater to modern consumer preferences [4][6][9]. Group 1: Historical Context - In 1999, the introduction of the "Golden Week" holiday led to a surge in domestic travel, with 28 million trips taken that year, generating 14.1 billion yuan in tourism revenue [5]. - By 2024, domestic travel during the National Day holiday reached 765 million trips, with total spending hitting 700.8 billion yuan [5][6]. - The transition from traditional green trains to high-speed trains has significantly reduced travel times, enhancing the travel experience [6]. Group 2: Changing Consumer Preferences - Consumers are increasingly seeking food and beverages that offer aesthetic appeal and emotional satisfaction during travel, moving beyond mere sustenance [6][9]. - New food items like specialty milk teas and creative snacks are becoming popular, reflecting a shift towards experiential consumption [7][9]. Group 3: Evolution of Train Food - Instant noodles, particularly brands like Kang Shifu, became iconic in train dining due to their convenience and affordability, with Kang Shifu's beef noodles launched in 1992 [12][14]. - The introduction of various snacks, including spicy chicken feet and ready-to-drink congee, has diversified the food options available on trains [18][20]. - The development of packaging technologies, such as modified atmosphere packaging, has improved the freshness and convenience of ready-to-eat foods like marinated meats [27][28]. Group 4: Regional and Cultural Influences - The rise of regional specialty foods on trains reflects a growing consumer desire for local experiences, with products like beef jerky and traditional snacks gaining popularity [42][47]. - The introduction of themed creative ice creams on trains showcases the blending of cultural elements with food offerings, enhancing the travel experience [38][39].

Core Insights - The Mid-Autumn Festival and National Day holidays have merged this year, creating the longest holiday period of the year, which has led to a shift in the gift box market dynamics [1] - The market for gift boxes has seen a trend towards more affordable pricing, with popular products priced around 99 yuan for four boxes or 100 yuan for five boxes, indicating a stabilization in the market after a previous decline [1][2] - The overall pricing of mainstream gift boxes has decreased compared to last year, with many items priced below 100 yuan, contributing to a higher market activity than the same period last year [1][2] Market Trends - Manufacturers and distributors are adopting a more rational mindset, with some well-known brands pricing their gift boxes low and operating on thin margins to boost sales [2] - Despite the introduction of affordable gift boxes, some distributors report a decline in market activity, with sales down by 20-30% in certain areas [2] - The fast-moving consumer goods (FMCG) gift box market has been weak in recent years, particularly during the Spring Festival, where sales initially surged but then dropped significantly, impacting the performance of related listed companies [2] Consumer Behavior - The shift towards affordable gift boxes is influenced by multiple factors, including criticism of "sky-high gift box prices" and a changing consumer mindset that values actual worth over extravagant packaging [3] - The past two years of sluggish gift market performance reflect consumer resistance to overly luxurious products, prompting companies to adjust their strategies to offer more reasonably priced options [3]

Core Viewpoint - The launch of the "Qingdao Beer Exchange" in Xi'an represents a successful integration of cultural tourism and commercial activities, creating a unique immersive experience for consumers while promoting the local economy and cultural heritage [3][5][21]. Group 1: Cultural and Commercial Integration - The "Qingdao Beer Exchange" allows consumers to engage in a trading-like experience with beer prices fluctuating in real-time, enhancing the enjoyment of local culture and commerce [3][7]. - The project exemplifies the successful fusion of ancient cultural elements with modern commercial practices, positioning Xi'an as a leading destination for cultural tourism [5][21]. - The collaboration with various brands, such as Master Kong and Anmuxi, showcases the innovative approach to integrating cultural experiences with consumer products [9][11]. Group 2: Night Economy Development - The "Long'an Night·Night Unending" event aims to boost Xi'an's night economy by showcasing key attractions and enhancing nighttime consumer experiences [23][25]. - The design of night tourism experiences is expected to extend visitor stay by 2-4 hours, thereby increasing overall consumption [25][28]. - The ongoing development of the night economy in Xi'an, particularly in the Qujiang area, highlights the city's commitment to enhancing its cultural and commercial landscape [26][30]. Group 3: Policy and Market Trends - Recent government policies emphasize the importance of cultural tourism and its economic potential, encouraging innovative transformations to enhance cultural dissemination [30][31]. - The integration of culture, tourism, and commerce is seen as a necessary strategy for both immediate and long-term economic benefits [31][33]. - The focus on creating immersive cultural experiences aligns with national strategies to stimulate domestic demand and enhance consumer engagement in the cultural tourism sector [30][31].

Group 1 - The article discusses the evolving trends in food and beverage, highlighting how young consumers are creatively using products like "Mixue Ice City" in cooking, transforming drinks into culinary ingredients [4][5][6] - The rise of unique food presentations, such as the "Prince Charming Soup," showcases the trend of visually appealing dishes gaining popularity on social media [8] Group 2 - The opening of LE LABO's new store in a traditional Beijing courtyard marks a significant move for the brand, integrating local architectural styles with its fragrance offerings [9][11][14] - The competitive landscape of high-end retail is shifting, with Beijing SKP undergoing a partial ownership change, raising questions about its future amidst a cooling luxury market [20][22][23] Group 3 - The collaboration between outdoor brand Outopia and China Rocket Company reflects a trend of brands merging functionality with cultural values, appealing to younger consumers [25][27] - The launch of IKEA's second-hand platform "IKEA preowned" aligns with sustainability goals, allowing users to buy and sell used IKEA products [60][62] Group 4 - GAP's marketing campaign for the 520 event emphasizes emotional connections and inclusivity, contrasting with the quieter responses from luxury brands in the same period [65][68]