Core Insights - The upcoming 2026 Lunar New Year is expected to trigger a significant consumer spending surge, with a projected 11% increase in holiday spending intentions compared to the previous year, following an 8.7% growth in overall sales during the 2025 Spring Festival [1][2]. Group 1: Consumer Trends - The concept of "emotional consumption" is gaining prominence, with consumers increasingly valuing emotional benefits over cost-effectiveness in their purchasing decisions [2]. - Products featuring popular IP elements are attracting younger consumers and becoming viral on social media, while snack gift boxes are becoming essential for family gatherings and social visits during the holiday season [2]. - The average price of all product categories in offline retail increased by 13.8% during the 2025 Spring Festival, with snacks benefiting from both price increases and volume growth due to the "gift economy" [2]. Group 2: Product Strategy - Lays has launched over ten new Spring Festival limited edition products, including various gift boxes and snack combinations, catering to diverse consumer preferences for gifting and personal use [4]. - Some products are co-branded with the widely recognized IP "Kung Fu Panda," featuring auspicious messages, which are expected to resonate with consumers during the festive season [4]. - New single-pack flavors have been introduced, creatively combining taste with New Year blessings, enhancing their appeal as both gifts and snacks [4]. Group 3: Marketing and Brand Positioning - Lays is positioned as a "New Year happiness amplifier," engaging consumers during the festive season through a variety of new snack combinations that evoke emotional resonance [6]. - The brand has a history of integrating its products with traditional holiday customs and collaborating with celebrities to strengthen its brand identity [7]. - Recently, Lays announced new celebrity ambassadors, Shen Teng and Fan Chengcheng, to enhance its marketing efforts for the Spring Festival [9]. Group 4: Advertising Impact - The launch of the 2026 New Year TV commercial features humor and integrates the product into relatable Chinese New Year scenarios, effectively connecting with consumer sentiments [10]. - The marketing campaign has achieved significant engagement on social media, with over 16.4 million likes on related short videos and 150 million views on the associated Weibo topic [10]. - This marketing strategy not only enhances brand loyalty during peak seasons but also supports offline sales through effective consumer insights and emotional engagement [10]. Group 5: Channel Strategy - The evolving retail landscape shows increased e-commerce penetration and offline membership store coverage, prompting brands to accelerate their omnichannel strategies [11]. - Predictions indicate that omnichannel consumption will continue to recover during the 2026 Spring Festival, presenting growth opportunities for brands and their distribution partners [11]. - Lays is preparing for the terminal market by creating immersive in-store displays to attract consumers and enhance the shopping experience during the festive season [11]. Group 6: Future Outlook - As the 2026 New Year shopping season begins, Lays is poised to capitalize on the emotional high point of the holiday, leveraging limited edition products and innovative channel strategies to meet consumer expectations for a festive atmosphere [12].