Brand Marketing
New Marketing Trends: Life and Emotion as New Breakthrough Points
Marketing is undeniably effective in the FMCG industry. In 2024, Chagee invested a staggering 1.1 billion yuan in marketing, significantly boosting its brand awareness. At the FBIF expo, a beverage brand founder revealed that consistent exposure on social media and offline channels increased their product's order rate by 10% compared to competitors. Today, the consumer industry is polarized between extreme pursuit of practical value and cost-effectiveness, and extreme pursuit of emotional value. Brands are increasingly seeking deep emotional connections with consumers, becoming their 'spiritual substitute' or 'life partner', which is seen as the fastest and most stable path to consumer loyalty.
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