Core Insights - The consumption market during the Qixi Festival shows a significant increase in transaction volumes across various products, reflecting a shift towards more personalized and experiential expressions of affection [1][2] - Digital products have seen explosive growth, with sales of mirrorless cameras and smart glasses increasing by over 10 times year-on-year, indicating a trend where different consumer groups are using technology to enhance emotional connections [1] - The rise of aromatherapy products highlights the emergence of "atmosphere" consumption, with sales of aromatherapy balms also increasing by over 10 times, suggesting that scents are becoming a new medium for emotional communication [1] Consumption Trends - Three distinct trends are observed in Qixi Festival consumption: 1. Emotional expression is becoming more personalized, moving away from standardized gifts to customized ones based on individual interests [2] 2. A blend of practicality and romance is evident, as both digital products and massage devices offer aesthetic appeal alongside functional benefits [2] 3. Gender boundaries are blurring, with male consumers showing a preference for aromatherapy and female consumers gravitating towards technology products, challenging traditional gender labels in consumption [2]

Core Insights - The article highlights the 25-year journey of the company, Beiliqingsong, which has evolved from creating the first eye massager to becoming a leader in the smart portable massager industry, emphasizing the integration of traditional Chinese medicine and modern technology [2][3] Business Focus - The company has maintained a strong focus on the smart portable massager sector, continuously innovating in core technologies such as drive control, sensor interaction, and the Internet of Things, with over 1,000 patents, including nearly 200 invention patents [3] - The company underwent a pivotal transformation by narrowing its product line to portable massagers, which led to increased sales [3] - Beiliqingsong adopts a differentiation strategy rather than a cost-leadership approach, which has helped it avoid homogenization in a competitive market [3] Channel Strategy - The company has developed a comprehensive service system that includes 33 million global users, 6.6 million platform members, and 2.8 million private domain members, expanding from traditional retail to high-end venues and global networks [4] Iterative Innovation - Product iteration and innovation are central to the company's growth, having pioneered an online and offline dual-channel model as early as 2008 and launched the first smart eye massager in collaboration with Alibaba in 2019 [5][6] - The introduction of the "Relax Moment" model combines sales of technology products with immediate massage services, addressing the evolving needs of consumers [6] Collaborative Growth - The company emphasizes continuous product evolution every one to two years, integrating customer feedback to enhance product performance [7] - The company collaborates with medical experts and institutions to ensure that its products are designed based on traditional Chinese medicine principles, validated through extensive clinical trials [7] - The company aims to influence public health positively and maintain a commitment to health and wellness through its products and services [7]