中秋、国庆双节临近，全国消费市场热度持续攀升，节日礼盒作为核心消费品类，凭借场景刚需属性， 成为当前市场中的突出板块。当下，消费者选购逻辑已明显转向理性，"品质可靠、性价比优、价值匹 配"成为核心考量；与此同时，国潮元素赋能与老字号"守正创新"，让经典款产品持续走俏，共同勾勒 出双节消费市场的鲜明特征。 国潮老字号：守正创新契合消费理性 国潮老字号将文化元素融入产品核心，让"国潮"不止于表面符号。青岛啤酒在礼盒设计中，将百年品牌 底蕴与国潮美学结合，白啤组合装三色礼盒、鸿运当头礼盒等产品通过色彩搭配与视觉设计传递中式审 美，使礼赠兼具品质感与文化氛围；北京稻香村则更进一步，将中秋民俗与地域文化注入产品——现 烤"月亮饼"缀满桂花云纹、内藏流心奶黄馅，"福兔饼"以玉兔造型呼应传统节日，"京韵中轴"礼盒更以 中轴线文化为内核，让消费者在选购中感受文化魅力。 品质坚守是两大品牌赢得市场的基石。青岛啤酒经典系列传承百年酵母菌株与德国传统酿造工艺，经典 1903采用两段法低温慢酿突出麦香，原浆遵循"不过滤、不稀释、不杀菌"原则还原本真风味，全环节严 格把控确保品质稳定；北京稻香村则坚守传统糕点工艺，提浆月饼的扎实、翻毛 ...

Core Insights - The upcoming Mid-Autumn and National Day festivals are driving a surge in consumer spending, with gift boxes becoming a prominent category due to their essential role in festive celebrations [1][2] - Consumers are shifting towards rational purchasing decisions, prioritizing "reliable quality, cost-effectiveness, and value alignment" in their buying choices [1][10] - The integration of national trends and traditional brands' innovation is enhancing the appeal of classic products, reflecting consumers' dual pursuit of quality and cultural significance [2][7] Company Strategies - Qingdao Beer and Beijing Daoxiangcun are leading the festive market with their strategic product offerings, showcasing a blend of quality and cultural elements [2][9] - Qingdao Beer has introduced various gift box combinations, such as the "8+2" mix, catering to diverse consumer preferences for family gatherings and social visits [4][6] - Beijing Daoxiangcun has launched themed gift boxes like "Jingyun Zhongxian" and "Jinya Yiyue," which incorporate cultural artistry and practical value, aligning with consumer expectations for meaningful gifts [6][7] Market Trends - The trend towards rational consumption is evident, with 72% of consumers preferring established brands or classic products, and 68% emphasizing the importance of quality matching price [10] - The focus on product quality and emotional value over luxury packaging is reshaping the festive consumption landscape, promoting healthier and more meaningful purchasing behaviors [9][10] - The market is transitioning from "concept marketing" to "value competition," indicating a return to the essence of product quality and consumer satisfaction [10]