Core Concept - The concept of "human touch" is gaining popularity on social media platforms like Douyin, Xiaohongshu, and Weibo, emphasizing the value of authentic and relatable content in a fast-paced, content-saturated environment [1][8][23] Group 1: Definition and Characteristics of "Human Touch" - "Human touch" can be defined as high-energy content that breaks away from polished personas to showcase authenticity [1][3] - It includes emotional storytelling and relatable scenarios that resonate with users, such as the portrayal of everyday struggles faced by workers [5][8] - The trend reflects a shift from abstract brand messaging to more tangible, relatable content that connects with audiences on a personal level [9][13] Group 2: Impact on Marketing and Branding - Brands are increasingly favoring influencers and celebrities who embody "human touch," as they resonate more with consumers than traditional high-end representations [9][14] - Successful marketing campaigns leverage relatable figures, like the endorsement of a cocktail brand by a celebrity known for their approachable persona, enhancing brand recognition [11][13] - The rise of "human touch" marketing is evident in brands engaging directly with consumers through relatable content, breaking down barriers and fostering a sense of community [18][19] Group 3: Role of Social Media Platforms - Social media platforms play a crucial role in amplifying "human touch" content, facilitating connections between brands and users [19][21] - Platforms like Xiaohongshu and Douyin are becoming trendsetters, using vibrant visuals and relatable narratives to engage younger audiences [21][22] - The dual role of platforms as both trend observers and creators helps to enhance user engagement and brand loyalty by making users feel seen and valued [21][22]

01 微醺启示录 文 | 酒讯 方圆 白酒往低度市场扎堆，啤酒掀起无醇浪潮，连隔壁药房都爆发了一波解酒经济。理性饮酒，力图从源头和终局把酒精弱 化甚至"消灭"。 从根源上来看，一切变化的源头来自主力消费人群的迭代。年轻人如今以微醺姿态坐在酒桌"C位"，放下豪放的狂饮酒 杯，时代交接悄然完成：曾经被质疑 "不懂酒" 的人，正以理性重新定义酒杯里的时代；从低度白酒到无醇啤酒再到解 酒药，他们滋养出一片新的酒业天地。 "理性饮酒"的概念自始至终一直存在人类饮酒历史中。西周初年周公旦颁布的《酒诰》，警示人们切不可因沉湎于酒而 误国、误事、误身；《战国策》中也记录有大禹"后世必有因酒而亡国者"的观点；公元前518年，孔子在河南鹿邑留下 了"唯酒无量，不及乱"的处世箴言。 进入现代社会，英国在1981年首次提出"Sensible Drinking"（明智饮酒）概念，2004年帝亚吉欧等国际烈酒巨头将"理性 饮酒"概念引入中国，2008年中国酒业协会正式提出"理性饮酒"理念，以及2015年中国首个"全国理性饮酒日"启幕。从 文化根基到行业实践，理性饮酒与中国酒水消费市场相生相伴的紧密关系已经跨越几千年时光。 业协会公众号截 ...

这是新消费智库第 2 6 3 7 期文章 新消费导读 8. Church&Dwight 斥 资 8.8 亿 美 元 收 购 洗 手 液 品 牌 Touchland 9. 美团投资 10 亿美元进军巴西外卖市场 10. Borletti Group 收购 True Rel igion 少数股权 11. an action a day 第三家线下门店落地上海 13. 沙县小吃进军中东市场 14. 青岛啤酒将整合旗下饮料业务 15. Chanel 与 Ny kaa 合作扩大在印度的业务 12. 李子园拟进军奶粉市场 新消费 1. 九阳豆浆上新麒麟西瓜 & 霸气榴莲豆乳茶 1. 九阳豆浆上新麒麟西瓜 & 霸气榴莲豆乳茶 2. RIO 微醺浙江东魁杨梅风味限时回归 3. 拾㧚耍在杭州试营业 4. ASICS 亚瑟士推出全新 METASPEED 碳板竞速系列跑鞋 5. 湊湊火锅首次联名米菲开设主题门店推新品 6. 朝日集团收购帝人目黑实验室 7. 传凯雷集团拟以近 2 亿欧元出售意大利品牌 Twinset 图片来源：腾讯公共图库 近日， 九阳豆浆官宣上新麒麟西瓜和霸气榴莲豆乳茶。两款产品均为冷热双泡的调味茶固体饮料，其中 ...