Introduction

At the beginning of May, Summer Marketing Open the curtain. Make an inventory of the brand in recent two years case , Summer Marketing The foothold of is changing from providing functionality to rendering emotions.

In 2023, "All the Suns" under Jiaoxia will link sun protection with scenery and mountains and rivers, repositioning the role of "sun protection clothing", from the confrontation equipment to avoid the hot sun to the safety net that allows people to embrace the sun; In 2024, where is the wind outlet in summer by ubras: the cool breeze is the emotional outlet in summer, and also the access to individual emotions.

Two key words to explore how to "spend the summer"

1、 Breathing, let the body free first

In this era, everyone wants to "breathe" in the spirit of internal friction and the 20 minute explosion in the park. Being irritable in summer is not only for the body but also for the soul.

1. Fashion: material, color and atmosphere: create a feeling of "penetration", "lightness" and "softness", which is not only a visual enjoyment of beauty, but also a spiritual healing;

• Mint Mambo

Qiangua data shows that the topic of Little Red Book # Mint Manbo Wearing and Wearing has seen more than 2000W in the past 30 days, with a year-on-year growth of 140%+. It can be seen that this summer's clothing will certainly have a place of "Mint Manbo Wearing and Wearing". From the spring of 2024, it is believed that it will become the color ruling area in summer! It's not uncommon for green to become popular in the past years. Why is it this year? I think it's because it has the most sense of breathing, healing and rebirth~

Figure | Little Red Book

2. Beauty trend

According to the editor, L'Oreal started the topic of summer # life summer, discussed the lightness solution of life summer, enabled the product (comfort, zero burden), and opened the user's mind to plant grass.

Figure | Little Red Book

2、 Young people who follow the wind, start chasing specific things

On the one hand, this generation of young people, more than any previous generation, hope to seize the wind; On the other hand, he is allergic to grandeur, longs for relaxation, loves deconstruction, and likes to celebrate meaningless happiness. Compared with grand narratives, TA prefers to celebrate meaningless little things, such as being dazed, blowing the wind

Birds chirp, cicadas chirp, melons and fruits smell, sunshine through the branches... Summer is more suitable than any other season for observing the small details of life. I believe that contemporary young people will have more emotions/inspirations, which will emerge in this summer. In other words, brands can capture new trends of future consumption through seasonal marketing.

Related topic: # Taste of summer (food, drinks, fragrance)

Figure | Thousand melon data

Xiao Bian found that many brands have already started their layout. Xiao Han, an expert of tea loving alliance, released the note "A Brief Account of Early Summer | Red Bayberry Falling in the South of the Yangtze River with Midsummer". From a single red bayberry to a four season fruity fragrance, a cup of tea loving alliance starts to feel summer, and the product returns to marketing and integrates into the four seasons, which is advanced and natural. At the same time, the estimated reading number of notes is 182%+higher than the average reading level of the experts, which shows that this method is popular with users.

Figure | Little Red Book

summary

Summer marketing is just in time. The brand needs to sense the needs of users, speed up the layout, and seize new machines!

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