The "lonely" frog is here again.

After the baptism of 2.14 and 5.20, the last stop of the love economy in 2022 arrived. In order to catch up with this love train, whether it is an online mall or an offline physical store, they have made the slogan of "Romantic Tanabata". A "name of love" consumption boom continues to heat up in various places.

In addition, the Tanabata is in the gap between the e -commerce festival in July and August, of course, the e -commerce platform will not miss it. Taobao Qixi specially provides promotional methods such as full -time reduction, shopping gold, and limited time discounts. Jingdong New Department Store will start the first Tanabata ceremony season, and 6 offline stores are opened at the same time. However, perhaps because the 618 major promotion has just ended, consumers are still covering their wallets. Compared with previous years, the potential of Qixi e -commerce this year is slightly bland.

Consumers must pass every festival. According to JD data, the "Qixi Valentine's Day Gift" became a popular search word. Two days before the Qixi Festival, the number of online shopping turnover of the post -95s and 00s accounted for 69%. They were bought by them. So what new products have the brands in this year, and what are the promotional methods of different categories on Qixi Festival? What changes do young people who pay for romance? On the occasion of Qixi Festival, let's take a look at who participated in this "love game" this year.

Qixi Marketing Status: Some people sneak in low -key, and some people run away

Compared with the Dragon Boat Festival and the Mid -Autumn Festival, a festival with specific customs, the Qixi Festival is very tolerant. All products that can represent love and mind can become a "Loose of Valentine's Day" by packaging. When a way, the Qixi gift inevitably became homogeneous.

The first thing that lost Glory in the Qixi Festival is the first sweet and romantic pronouns chocolate. In the past 10 years, chocolate has been located on the C position of the Chinese Qixi Festival gift list. There is no box of heart -shaped chocolate, and the festival seems to be not complete. However, now chocolate is no longer the only choice for expressing love. With the prevalence of "reducing sugar", the sweet chocolate is gradually divided into the market with healthier foods. Essence According to the data from Euromonatte International, the size of the Chinese chocolate retail market in 2020 was 20.43 billion yuan, a decrease of nearly 2 billion yuan from 22.34 billion yuan in 2019. The overall atrophy of the Chinese chocolate market also had a certain impact on the Chocolate market of Tanabata.

However, Tanabata is still one of the main battlefields of the chocolate brand. According to the data published by Ai Media Consultation, in all chocolate consumption scenarios, the proportion of gifts is as high as 38%. Judging from the new situation of chocolate brands recently, we found that everyone has adopted a more conservative marketing strategy this year.

International chocolate brands who firmly occupy the domestic mid -to -high -end market choose to act low -key: Dove chose to use the spokesperson drainage, the Qixi Festival gift box plus the Xiao Zhanming postcard and the card, and use the fan economy to drive sales; Godiva launched the "520" and "1314" combinations Gift boxes and heart -shaped chocolate gift boxes, the "Tanabata content" in the new products is far lower than the "Mid -Autumn Festival content"; M & M chooses to make articles in packaging and shape, and launch a slot machine toy gift box and champagne bottle, but in essence Essence

Image source: Dove/Godiva/M & M Tmall official flagship store (from left to right)

The emerging local chocolate brand representatives -the idea of ​​making makeup daily, and the name of the Tanabata gift box with Mary Daijia, which contains three flavors of chocolate and a lip glaze. Low sugar chocolate+beauty, no new ideas for the time being, in short, it is a gift to send girlfriends.

Image source: Daily Black Tmall flagship store

It can be seen that the chocolate brand has not invested too much at the Tanabata node, which is faintly psychologically psychologically "focusing on participation". When the "lovers" are lacking, the luxury goods on the other side have already regarded the Qixi Festival as the "trial field" expressed in the localization.

As early as July, a lot of luxury brands started the first. In Tmall luxury, more than 800 new products were launched, including global limited -edition start -up models and customized models in the Chinese market. This year, Cartier Cartier, Cartier Group, released the Les Berlingots series of the Chinese Qixi Restricted Edition; Kirin Group Kirin Qeelin Jewelry was released on the YU YI 18K Rose Gold Diamond Perms Ruyibin, with a global limited edition of 700; Serial rose gold diamond ruby ​​bracelet.

Image source: Cartier/Qeelin/Fred Tmall flagship store (from left to right)

In addition to new limited quantities and custom models, emotional advertisements are also particularly popular in this year's marketing war. By shooting Qixi short films and opening spokespersons to shoot advertisements, luxury brands use story to convey the brand concept and Tanabata melody. For example, Valentino started with music and invited well -known musicians and creative singers Li Ronghao as a love supervisor to adapt his classic song "Is it OK" while launching a short music film; Bottega Veneta released a "Tanabe Xixi holiday marketing and released a" " Love, the short film on the road; the Parisian family who has never been going to the ordinary road still has not disappointed the masses this year. In the short film, the robot replaces the real model to appear in the short film, but the background music is Teresa Teng's "Sweet Honey". "The wind", let's not say what avant -garde trend wants to pass, in short, rely on strength to make a circle again. Picture source: screenshot of the official flagship store in Paris Family

Whether it is to maintain a high level or create "surprises" for consumers, we can see that Qixi is still an important marketing node of major luxury brands. And this year's situation is still a bit different. If it is only the conventional operation of international brands in previous years, then this year's luxury brands have more high hopes for Qixi Festival.

In the first half of 2022, the offline channels of some luxury products affected by the epidemic were blocked, and the impact on sales was also intuitively reflected in the financial report: LVMH's revenue in the second quarter of China declined; Kaiyun 20%of stores in China in China Affected, the Asia -Pacific market fell 15%year -on -year in the second quarter and a decrease of 8%in the first half of the year. However, luxury brands have not lost confidence in the Chinese market. Burberry and Richemo Group pointed out in both financial reports that the recovery speed of the Chinese market is far beyond market expectations and believes that the Chinese market will usher in a stronger growth in the second half of the year.

Therefore, Tanabata this year has become an important node for luxury brands to reverse the situation. According to Yingmin's "Consumption Insight under the Epidemic", the "emotional regulation" function of luxury goods is becoming more and more prominent in difficult times. It did not decrease. As a result, the meaning of Tanabata to the luxury industry is self -evident. After the results of the first half of the year, the luxury goods hoped to use Tanabata to stimulate consumption and usher in the recovery of the second half of the year.

What "alternative" romantic marketing has the brands did this year?

In addition to chocolate and luxury, flowers are also guests of Qixi Festival. Data from Meituan and Suning show that from 2016 to 2019, the growth rate of flowers during the Qixi Festival has remained in the top five categories. Even the sales of flowers on Qixi Festival have exceeded Valentine's Day. From 2019 to the present, the sales of flowers in Tanabata are already the highest cycle of flowers in the year.

However, as the flower e -commerce players are collectively poured in, the track has become crowded. As soon as the Qixi Festival arrived, the offline flower shop exerted its strength in the community, vertical flowers e -commerce e -commerce opened up, and the local life platform also ended to participate in the competition of the flower market. There are more than one player, the market inevitably has disorderly competition, and marketing methods have become more and more rolled. Coupled with the particularity of flowers, the category of hot -selling Tanabata is also fixed. It is easy to homogeneous products, and consumers will naturally feel aesthetic fatigue.

So how flowers jump out of common romance, Roseonly's approach can provide an idea. This year's Qixi Festival, the flower brand Roseonly announced that they were bubble Matt to launch the "Love · Fear Fearless" limited series of joint products.

Picture source: Roseonly Tmall flagship store

Skullpanda's astronaut helmet wearing bilateral earballs represents an unlimited state and interprets "love" and freedom. The shape of the flowers is also consistent with the connotation of the IP. The co -branded flowers do not use white. The warm color of Valentine's Day, such as pink, is used to choose red and black, showing a metal sense as a whole. This joint product gives another form of expression of romance, and also represents young people's new understanding and pursuit of love. In addition, Roseonly also launched the Tanabata Rose City event to digital marketing through 5 attractions including the NFT Digital Exhibition Hall, Rose Avenue and Fun Interactive Space.

There are more than one for digital marketing. The fashion lifestyle brand Tory Burch has also launched digital collections with Jingdong- "Choose Tory Burch". Each digital collection has an exclusive nameplate number, limited to 50 copies. According to Jingdong data, Tory Burch's transaction volume increased by more than 304%year -on -year, and the number of purchasing users increased by more than 286%year -on -year. When the Qixi Festival encounters digitalization, the unique sense of technology and exclusive can trigger the interest of young people, and then drive the sales of goods.

Image source: Tory Burch Jingdong Flagship Store

Ttai Tanabata also opened a "couple amusement park", joining six major brands including Liufu Jewelry, Maison Margiela, Burberry, and launched the Tanabata Limited "Tmall No. 1 Theater" number of couples. Introduction to the event strategy, as long as you log in to Tmall's "Tmall Sky Theater" during the event, you can get the collection of collections. Young people who played Moore Manor as a child, when they grow up, they have to watch couples in the Soft -Number Theater. Although they are not friendly to single people, this immersive gaming shopping experience has indeed broaden the imagination boundary of Qixi marketing marketing. Essence

Picture source: Tmall screenshot

The other side of the brands playing digitization is the reality where the sense of rituals of the Qixi Festival are weakening. The brand has to break the routine to play new ideas. However, this is not enough. When the romance becomes the "harvest", the emotions of consumption have begun to taste, of course, couples will pay more reasonablely. Therefore, in addition to launching a gift box named love, the brands have also begun to focus on the wider single people.

Remember the lonely frog? That's right, it reproduces the rivers and lakes again.

I still remember the "Lonely Widow" service of a "Qixi Festival" in the last year of Qixi Festival that broke a lot of romantic marketing. This frog not only allowed the single economy to be born on Valentine's Day, but also appeared on Weibo with a reading volume of 580 million. Hot search, statistics from Guangtao's data, more than 1 million people search for related frog services on the day of Qixi Festival. And whether it is single or a couple, it is brushed and fun by this frog.

An interesting data is that every year on Valentine's Day is the day when dog food sales have risen. From February 1st to 12th last year, the sales of dog food increased by 135.81%year -on -year. It can be seen that Valentine's Day will not only ride romantic consumption, but also the single economy will also do it. From a certain perspective, Valentine's Day has been occupied by "loneliness", and it is also a self -attack on the romantic economy by young people. Even if there is no other half, Qixi Festival will "pass and pass".

This also opened his mind for the brand, such as Ruixing playing Huayu again this time. On August 2nd, the Ruixing Coffee Officer and Sad Frog launched the Qixi Set Limited Cup and Paper Bag. Ruixing Coffee takes the slogan "Tanabata without gurgling, frog Rui likes you", inviting sad frogs as messengers of Ruixing this year, and launching two Tanabata special drinks: Baili Sweet Ricorns, Wow Rui strawberry latte iron Essence The co -branded Tanabata limited packaging was printed with sad frogs and his girlfriend Cuihua, including a hidden egg on the paper belt.

Ruixing Coffee and Sad Frog Source: Ruixing Coffee

I have to say that Ruixing is indeed a joint small capability. The preheating before the official announcement alone caused a lot of discussion -on July 29, Ruixing released a mysterious poster and made "Rui Xing and a green. Tanabata CP "slogan of creature. The comment area exclaimed: Rui Xing took off the order, who is the CP? Netizens from all walks of life came to watch, and the soul paintings were online PS. Single and non -single are happy. And Ruixing has grasped the mentality of young people like self -deprecation, combined with the brand's own characteristics, and uses a witty and natural way to make new products make a strong debut with lonely frogs.

Today, single people have become a group that cannot be ignored. According to data from the Ministry of Civil Affairs of China, in 2021, the number of single adult population is expected to reach 92 million, with a total number of 400 million. The changes in users have also promoted the emergence of new economic forms. The "Enterprise Development Data Report in the third quarter of 2021" shows that the single economy, lazy economy, face value economy, and healthy economy have become the four major trends. In the future, Tanabata will not only be the activities of couples. How to leverage the "single economy" will also become the next unit theme of consumer brands.

How to unlock the "New Chinese Valentine's Day" consumption?

Although foreign brands are also very enthusiastic about Qixi Festival, because they do not know enough about the connotation of traditional Chinese culture, there are often cases of "rollover". And domestic local brands have a natural advantage in Qixi Festival marketing. Therefore, for the Guochuang brand, if it can be combined with traditional Chinese culture and customs, it can design products that are related to festivals and can cause the output of young people to resonate. The Qixi Festival will be a good opportunity to come out.

With the enhancement of national self -confidence and the rise of the national tide, classical Chinese style elements are more likely to be favored by young people. Data data released by Douyin e -commerce in 2021 shows that from August 1st to 12th, the sales volume of related products of the platform increased by 169%month -on -month, and Chinese style goods became popular gifts. Among them, men prefer to buy beauty products such as national wind carving red and national style makeup boxes.

Picture source: Huaxizi official flagship store

This year, Huoxi Zi and jewelry designer Susan Fang Cross -border jointly launched the "Concentric Lock" Tanabata Boxing Box, which uses glass beads with soft light beads as "white bead chain" to customize concentric locks in series. In addition to the iconic gift of "concentric locks", the event that has persisted for five years has been adhered to for five years. According to Hua Xizi, Zhang Funbu was one of the ancient romantic things. The brand hopes to pass on the form of "he brings your eyebrows for you, I give you eyebrow pencil" to pass the east way romance.

At the same time, the brand should pay attention to the new population and new needs when planning Tanabata marketing. With the enhancement of women's purchasing power and the independence of consumption concepts, more and more ladies will prepare gifts for partners on Qixi Festival. Men's skin care beauty, smart shaver, national tide sports shoes and other practical and fashionable products are loved by female consumers.

Picture source: Tmall screenshot

In the venue of Tmall Tanabata to send boys, there are both perfume skin care products, as well as practical tools such as audio and mechanical keyboards.

Vipshop data also shows that on the eve of the Qixi Festival, as a choice of men's gifts, razors, basketball shoes and smart watches ushered in varying degrees, an increase of 98%, 15%, and 43%compared with the same period last year. It can be seen that Gifts of Tanabata are no longer exclusive to men. More and more women are willing to express emotions by giving gifts. Brands should also notice the gift needs of men in Qixi Festival.

For local brands, "New Chinese Valentine's Day" not only represents China's unique cultural connotation, but also represents changing consumer behavior and crowd characteristics.How to really eat traditional culture and find out the output that trigger resonance is the key to decoding Chinese romance.Just like local beauty brands have rejoicing with consumers in details, foods, beverages, traditional old names and other categories have the opportunity to find new opportunities for breaking around on Qixi Festival.Writing | Beihe

Audit | Backlight

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