Core Viewpoint - The article discusses the evolving landscape of the personal care and household cleaning industry, emphasizing the shift from basic necessity to emotional and experiential purchasing driven by younger consumers [4][8]. Group 1: Market Trends - The 618 shopping festival serves as a critical checkpoint for market trends and brand strategies in the personal care and household cleaning sectors [4]. - Brands are facing challenges in capturing traffic and expanding their consumer base during promotional periods, necessitating a focus on "certainty" in their strategies [6]. Group 2: Consumer Behavior - The industry is transitioning from a focus on basic functionality to emotional resonance and personalized experiences, driven by the younger generation's changing consumption mindset [8][9]. - The concept of "necessity" is evolving into "must-buy," with brands needing to enhance emotional value and consumer engagement to drive sales [9][14]. Group 3: Strategic Approaches - Douyin's (TikTok) strategies for driving growth in the personal care and household cleaning sectors include category innovation, breaking into new consumer segments, and advanced marketing tactics [9][15]. - Brands are encouraged to leverage collaborations and celebrity endorsements to infuse products with emotional and social value, transforming essential goods into "must-have" items [12][14]. Group 4: Targeting and Engagement - The article highlights the importance of precise consumer targeting, categorizing audiences into three types: demand-driven, interest-driven, and emotion-driven, to maximize marketing effectiveness [18][21]. - Douyin's platform allows brands to engage with diverse consumer segments through tailored content and campaigns, enhancing brand visibility and sales potential [22]. Group 5: Marketing and Sales Channels - The article outlines a shift in Douyin's traffic mechanism, emphasizing the need for products to generate both e-commerce and content traffic to achieve "explosive" sales [25]. - Multi-point marketing strategies are recommended to optimize consumer touchpoints, including live streaming and short videos, to enhance engagement and conversion rates [27][28].