The Spring Festival is drawing closer. Whether you stay put for the holiday or travel back home, whether you are a buyer or a consumer, the annual goods hold special significance. A more noteworthy phenomenon is that, according to the "2022 Kuaishou Quality New Year Shopping Festival Consumption Trend Report," Generation Z has joined the online stockpiling大军, with consumption increasing by 254% year-on-year. The younger generation has stepped onto the trend of annual goods, changing the traditional Spring Festival lifestyle. This article starts from the hot categories and brands that the young generation focuses on, interprets the living conditions and consumption demands of this generation, and sorts out effective marketing strategies—how to penetrate a target group through various means, then leverage traffic migration to ultimately achieve influence spillover and breakthrough. ****Category Trends: Pre-made Dishes and Traditional Chinese Tonic Foods Rise When it comes to new consumption trends, pre-made dishes and traditional Chinese tonic foods are certainly at the forefront. The pandemic has brought more consumers back to their families and kitchens, making home dining a new lifestyle trend. With the support of new technologies and mature cold-chain logistics, the pre-made dish market has exploded, becoming one of the hottest tracks in recent years. According to data from iiMedia Research's "2021 Pre-made Dish Industry Analysis Report," 83.9% of consumers believe that pre-made dishes are healthier and more hygienic than takeout. It is estimated that the Chinese pre-made dish market will reach 345.9 billion yuan in 2021, and with a gradual growth rate of about 20%, it will become the next trillion-yuan market. Tmall data also shows that during the 2021 Double 11 shopping festival, pre-made dish transactions increased by about 2 times year-on-year, making it one of the "Top 10 Trend Products" released by Tmall New Life Research Institute. Pre-sales were booming on major e-commerce platforms, indicating a significant future increase in demand for pre-made dishes. In early January, the new Chinese-style pre-made dish brand "Zhenwei Xiaomeiyuan" announced the completion of tens of millions of yuan in Series B and B+ financing, with cumulative funding exceeding 100 million yuan. Earlier, Zhenwei Xiaomeiyuan used Xinchao Media to advertise at community doorsteps, rapidly increasing brand awareness and accelerating its goal of becoming the leading brand in new Chinese-style pre-made dishes. The popularity of pre-made dishes has shown sufficient heat in both the capital market and the new consumption field. Behind this is a profound insight into Generation Z as the main target group. Another category—traditional Chinese tonic foods—is represented by freshly stewed bird's nest and ready-to-eat fish maw. Recently, Yan Zhi Wu announced new spokesperson Zhao Liying and launched a Spring Festival flying bird's nest gift box. According to public data, during the 2021 Double 11 shopping festival, the transaction amount of tonic food products increased by 4 times year-on-year. Data from JD Health platform shows that fish maw transaction amount increased by more than 3 times year-on-year. As the pioneer of ready-to-eat fish maw, the brand is committed to providing natural, healthy, and scientifically nutritious tonics for the new generation of quality women. According to statistics from various e-commerce platforms, during Double 11, Guanzhan fish maw ranked first in online sales with 77.85 million yuan, a 195% increase year-on-year. Frankly speaking, in the past, when it came to health and tonic products, they were either gift-boxed social products or products mainly made of traditional medicinal herbs such as ginseng and cordyceps. Now, while paying attention to personal health and life, consumers have taken a step further: not only must the products be good, but they must also be quick and convenient. The above pre-made dishes and traditional Chinese tonic foods, although completely different categories, clearly show us: With the improvement of economic level and quality of life, this generation of young people, while paying attention to family and health, has put forward a more urgent demand for fast and convenient "efficiency" in life. ****Eat a Good Meal, Reward Yourself Instantly From the rise of the two major categories of pre-made dishes and traditional Chinese tonic foods, we can find that the current mainstream consumer groups have a more significant demand for "instant gratification" for themselves. In the past, we talked about the evolution of consumption demand, from the earliest "whether it exists" to "whether it is abundant" and then to "whether it is good." Now, consumers are more concerned about "whether it is fast." Regarding "fast," there are two dimensions of insight: First, the speed of product delivery to consumers. In recent years, new retail formats represented by O2O half-hour delivery are developing rapidly and have become one of the mainstream retail formats; Second, the convenience and ease of the product itself. Whether it is pre-made dishes or traditional Chinese tonic foods, the brand feature highlighted behind them is "ready-to-eat." Generation Z has ascended to become the main contributors to social consumption. They have a higher awareness of products, which also catalyzes their aspiration for a quality and beautiful life: eat well, eat a good meal. Live well, reward yourself instantly. ****Six Innovative Products to Help Brands Ignite Communities The core scenario of the Spring Festival is "home." Especially for pre-made dishes and traditional Chinese tonic foods, an important rule for precise marketing is to focus on family scenarios and effectively influence family consumers. Driven by digital technology, Xinchao Media has cooperated with Baidu and JD.com to develop six intelligent advertising products using desensitized group data of community consumers, providing clients with more precise offline traffic, guiding consumption habits, and building brand influence. Brand Ignition: Suitable for clients who need to quickly increase brand awareness and have a budget. For example: new product launches, internet brand breakthroughs. Label Screening: Suitable for clients with precise user profiles and limited budgets. Industry Community Audience Package: Suitable for industry clients and clients around communities. Limited budget, concentrated advertising area. LBS Location Product: Suitable for clients with offline stores that only need to cover a 3-kilometer radius. E-commerce Linkage Product: Suitable for new retail, developed e-commerce channels, and clients with high demand for e-commerce node promotions. Bidding Transaction Product: Suitable for clients who are not sensitive to sales cycles, sensitive to price, and have a budget. Through the six intelligent advertising products, Xinchao Media can precisely deliver ads to each individual elevator, creating precise and efficient media value for clients. During the Spring Festival, brands also usher in the annual marketing battle. Content, media, products, and intergenerational trends are becoming increasingly complex, requiring brands to be flexible and practice truth-seeking. Amidst the surging marketing wars, there are both opportunities and challenges. In the Tiger Year Spring Festival marketing season, how will brands target this generation of young people? We are full of expectations! Are you "watching" me?