Group 1 - The report highlights the seasonal characteristics of gifting scenarios on the Tmall platform, with peaks in May (Mother's Day, 520) and December (Double Festival), while birthday gifting is a year-round activity [1][5][24] - In the beauty category, birthday gifts account for over 35% of search exposure PV, with skincare products like facial essence and body care being the most preferred, while makeup preferences include color sets, blush, and cushion foundations [1][9][24] - The consumer demographic for Valentine's Day gifts shows a strong female preference (over 90%), with a balanced gender ratio for romantic gifts, primarily targeting the 25-34 age group and high-spending consumers [1][13][19] Group 2 - High-end luxury brands dominate the Valentine's Day gifting market, with brands like Lancôme, Helena Rubinstein, and YSL leading, while domestic brands like Cai Tang and Mao Ge Ping are rapidly growing [2][24] - Tmall's "ShowMax Node Gifting Model" effectively captures high-spending consumers through targeted advertising and promotional strategies, resulting in a 35%+ increase in collection and purchase rates for certain international brands [2][29] - Brands are advised to differentiate their strategies for various gifting scenarios, focusing on long-term operations for birthday gifts and seizing key moments for Valentine's Day gifts, while also tapping into male consumer potential [2][24][25] Group 3 - The search volume for birthday gifts remains consistently high throughout the year, influenced by major promotional events, while Valentine's Day gifts peak in February and May [6][24] - The consumer journey for birthday gifts is approximately 40 days, with a conversion period of about 10 days, while Valentine's Day gifts have a significantly shorter cycle of around 28 days and a conversion period of just 3 days [20][24] - The preferred channels for birthday gifts include search fields and live streaming, while Valentine's Day gifts require a combination of search and external advertising to reach potential consumers [22][24]

Core Insights - The report focuses on the annual gifting scenarios for fast-moving consumer goods (FMCG) on the Tmall platform, highlighting key gifting periods and consumer behavior trends [1][12]. Gifting Scenario Analysis - Gifting scenarios exhibit distinct time characteristics, with May and December identified as peak months due to events like Mother's Day and Christmas, leading to high search volumes for related keywords [1][12]. - Birthday gifting remains consistently active throughout the year, accounting for over 35% of search exposure, suggesting a need for year-round marketing strategies [1][17]. - Valentine's Day gifting sees significant search activity, particularly for keywords related to gifts for girlfriends, indicating a shorter decision-making cycle [1][19]. Consumer Demographics and Preferences - The birthday gifting demographic is predominantly female, with 30% of consumers aged 18-24, while the romantic gifting demographic has a balanced gender ratio, with a higher concentration of consumers aged 25-34 [2][24]. - In birthday gifting, skincare products like facial serums and body care are preferred, while for Valentine's Day, facial masks and perfumes dominate the skincare category [3][37]. Consumer Behavior and Media Preferences - The conversion cycle for romantic gifting is approximately 3 days, while birthday gifting takes about 10 days, indicating a need for pre-event marketing efforts [4][34]. - Birthday gifting benefits significantly from search channels and live streaming, while romantic gifting also utilizes external advertising to reach potential consumers [5][35]. Brand Marketing Solutions and Innovations - Tmall has introduced the "ShowMax" gifting model, which effectively captures core consumer groups through targeted keyword searches, resulting in a 12% increase in consumer engagement [6][41]. - Innovative advertising formats for Valentine's Day, such as large-scale ads and interactive formats, have shown a 200% increase in click-through rates compared to standard ads [7][50]. Summary - Tmall's gifting scenarios are centered around birthdays, Valentine's Day, and holiday events, with distinct differences in consumer demographics, product preferences, and media channels. Brands are encouraged to tailor their strategies to these specific gifting occasions to enhance brand influence and sales efficiency [8][37].