界面新闻记者 | 马越

界面新闻编辑 | 牙韩翔

当我们试着回顾和总结2023年品牌营销的年度趋势时，发现今年品牌们的一些做法延续了过去几年的套路。相似的玩法换做不同的时髦概念获取注意力，不变的底层逻辑是对于消费心理的把握——无论是联名、性格还是色彩营销，情绪价值永远重要。在低增长的大环境下，情绪主义站上舞台，消费市场的流量密码也在被改变。

打工人发疯文学、做公主与佛系，流量密码都是情绪营销

zaishejiaowangluo，nihennanyongyigecigaikuodangxianianqingrendejingshenzhuangtai。

jianxiexingfafeng，chixuxingbengkui，zaijuanyoujuanbudong、tangyoutangbupingzhijianfanfuhengtiao，jingshenneihaoyufoxibailanjiaotijinxing。yinmidefafengzhixia，huozheyusiledouxingdesongchigan，chengweidangdainianqingrenkewangerbukejideyizhongjingshenshenghuo。

yushixiangzhengfaxieqingxudefafengwenxue，yuzhuiqiusongchitangpingdefoxizhexuetongshichengweiliuxing。erduinianqingrenjingshenzhuangtaidongchadaoweidepinpaimen，yezhuazhujihuiyongqingxuyingxiaoxiyintamenmaidan。

birulelechatuichule“yiquan！”xiliezhutichanpin，chanpinbaozhuangyinyou“zhangfei、likui、aobai、mengdan”sidayingshijurenwudedatoutie，zhuangtaizhudayigefafeng。

yuanben“malou”shiliangguangdiquchenghuhouzidefangyan，suizhehouzixingxiangdapei“maloudemingyeshiming”ziyangzuchengdebiaoqingbaochengweiwangluoregeng，rangmalouchengweidagongrendelingyigedaimingci。ernaixuedechasuijishangxinleyinzhemaloubiaoqingbaodechuangyichanpin，shituwanyibotiejinnianqingrendemalouwenxuegeng。

发疯的另一面是佛系。佛系在社交网络中的符号化体现，包括精神稳定的动物水豚，yijiyi“wuyupusa”dengweidaibiaodeyixiliefojiaohuosimiaoliuxingredian。

除了解构与自嘲，年轻人也想被温柔以待。譬如到处都是的“公主请xx”，pinpaimenyejinqingzhuazhulezheiboduixiaofeizhexianyinqindejihui。

nihennanduizheixie“wulitou”wangengtilianchugenggaodashangdejiazhiguan，danzheibeihouqiaqiashiqingxujiazhideshengli——zaichanpinbenshendegongnengzhiwai，pinpairuhenanienianqingrendeqingxu，weitamentigongshifangqingxuyuhuodegongmingdechukou，yezaoyichengweidongxirenxingzhixiadeshangyemima。

无论是“多巴胺”还是“美拉德”，色彩营销都赢麻了

ruguowanquananzhaoshejiaowangluodeliuxingzhinan，nijinniandagaihuixiangcaidengyiyangbianzhuanghegouwu——chunxiachuanshangsecaibinfen、mingliangqiaopidezhuangban，shifang“duobaan”；daoleqiudong，jiaotang、shenzong、kafeisexidengchang，renmenyouweitaquleyigerangnilianxiangqizizikaorouhechaotangsedemingzi“meiladefeng”。

yuguowangdeniandusecailiuxingqushibutong，jinniandeliuxingsegengduoshitaoshangleyigeshayoujieshideshimaocihui，bingrangdazhongdaizheduigainiandehaoqiergenfeng。suiranduobaanyumeiladeshibutongdefengge，dantanxunqiqiyuanhechuanbolujinghuifaxianyouzhuduoxiangsizhichu，birubahuaxue、shengwulingyudegainianyinrushishanglingyu，moshenggandecihuifanerchengweichuquandeguanjian。

“duobaanchuanda（dopamine dressing）”yicilaiyuanyushishangxinlixuejiadaoen·kalun（dawnn karen）chubandezuopin《chuanchuzuihaoderensheng》。tazaishuzhongcheng，chuanzheleguandefuzhuangkeyishifangdaliangcujinqingxudeshenjingdizhiduobaan。“meiladefeng”zeshiyongjieyong1912nianfaguohuaxuejial.c.maillardtichudemeiladefanyinggainian，laixingrongleisijianniupai、kafeidouhongbei、kaodangaodenghuaxuefanyingdezonghexipeise。

但不必搞清楚科学概念，多巴胺和美拉德风已经刮到时装、美妆、食品饮料、日用百货等领域，成为今年流行的色彩营销手段。

birufuzhuangpinpaijidianshangchanpinmingbiaoshang“duobaan”guanjianciyijingshijibencaozuo，riyongbaihuoshangjiazeyongduobaangainiandamaigesechuanzhu、meijiatiepian、shoujiqiaodengxiaoshipin，erzaiyingxiaoyuchanpingengxinshanghen“juan”decanyinxingye，yeliyongwuyanliuseduocaideshicaicengshangduobaanderedu。ersuizheqiudongjilailin，hongbei、kafei、naichadengbenshenyumeiladeguanliandugenggaodepinlei，yezaijiejitieshangbiaoqian。

paokaifenfandebiaoqianyugainian，shijishangsecaiyingxiaodehexindoushitongguoshijuerangrenchanshengkuaile、yuyuedeqingxu。erjishimanzuqingxuqudongxiadechongdongxiaofei，yezaisecaiyingxiaodefangshixiayanshengchugengduohuayang。

“你是i人还是e人”，拿捏了为性格标签买单的人

yijingyoujin80nianlishidembtirengeleixingzhibiao，youzaishejiaowangluoshanghenhenguaqileyizhenxinliceshiderechao。yexunijibuzhufuzade16xingrenge，danfenleijianhuahoude“nishiirenhaishieren”yijingchengweidangdaihulianwangrenxunsudakaihuati、jianlilianxide“jietouanhao”。

jiandanlaishuo，erenheirenfenbieshixinggewaiqingzheyuxinggeneiqingzhedegaicheng——gengxingxiangdishuo，jiushiirenpianxiangshekong，erenshisheniu。

热门话题也成为品牌营销的契机。

比如北京的部分海底捞在候餐等位区划了个i人和e人的社恐专座；卫龙和奥利奥等品牌在社交网络上演示“e人”和“i人”在吃自家产品时的区别；瑞幸为消费者推出了针对不同人格的点单推荐；星巴克展示周末时e人和i人从取餐、参与品牌活动、安利新品到点单一系列操作的区别；喜茶、奈雪的茶甚至为MBTI专门出了合集，展示“不同MBTI的人喝什么奶茶”。

MBTI作为标签分类在社交网络上大火并不稀奇，即使没有类似的性格分类测试，也有形形色色的工具将人群分类，譬如曾经爆火的星盘、塔罗占卜。“赛博算命”defengbutingxie，zaiyuyongtongsuyidongdefangshitanzhifuzayouweiderenxing，jizhong“taweiherucidongwo”dexinlixuqiu，yongyuanyongyoushichang。

renmenrezhongjiangzijifenleibingduihaoruzuodixiaofei，benzhishanghaishizaizhuixunyizhongshenfenrentongheshejiaohuobi。zaixinxibaozha、shenghuojiezouheyalibeizengdedangxia，henduorenpoqiexiwangxunzhaoyizhongrangzijiyouguishugandequanceng。biqiqitadexingquaihao，xinggebiaoqiangengjiazhibaiqianxianqiecanyumenjiandi，gengrongyiguanlianshenghuo、zhichang、xuexi、hunlian、xiaofeidengbutongchangjing。

pinpaicanyuyinghezheileihuati，wuyiyeshizaijiaqiangyuxiaofeizheguishugandelianjie，zai“gexinghua”“yueji”dequshixiatuidongtamenmaidan，bingjiecizhizaogengduodehuatiyuchuanboxiaoying。

从特种兵旅行到citywalk，城市营销大爆发

yiqingfangkongzhengcediaozhenghoude2023nian，lvyoushichangbeichediyinbao。

yuqunianliuxingdeluyinghefeipanbutong，jinnianderemenhuwailvxinggainianshi“tezhongbinglvxing”he“citywalk”——rengranshihuwailvxing，renmenkaishipaodegengyuan，danwuxingzhongzaijieyuelvxingchengben。zheiyeheyiqinghouxiaofeidizengzhangshiqi，renmenkaishixunqiuxingjiabihepingtideshenghuofangshiyouguan。

chuguolvxingdexiaofeishangweifusu，rujinguoneilvyoushichangdehuobao，rangzhongguodechengshiyingxiaozaicichengweijiaodian。

biruzibohaowuyiwenchengweijinnianzhongguolvyouremenchengshizhongdedingliu，chulezheizuochengshiyizishendeshaokao、peitaofuwuyulishiwenhuachenggongxuanchuanlechengshixingxiangwai，tasuodailaideredianxiaoyingyebeiduofangjieshi，piruleshishupiantuichu“ziboshaokao”kouweidengdeng。

daxingtiyusaishiyuyanchanghuihuodongdejuban，yerangxiangguanchengshidexingxiangxuanchuanzhaodaolexindeqiji。errujinchengshiyingxiaowangwanghuijiezhuxindemeijiequdao，jieheremenhuati，tongguogengyouchuangyihehudongxingdefangshijinxing。

birujiezhuchengdoudayunhuiyuhangzhouyayunhuidejihui，chengdouhebaokuohangzhou、ningbo、wenzhou、jinhua、shaoxing、huzhouzaineide6zuoyayunchengshi，douyouguanfangfabulecitywalkxianlu，fangbianyoukeganshoudidaodefengturenqing。

在社交网络发布内容与直播之外，传统媒介比如户外大屏也发挥出更多的价值，升级后的3D大屏则愈发成为城市营销新的媒介。biruzaichengdouchunxiludelukou，renmenqiaoshouyipanpaizhaodengdaide，shiyizhifangfoyaopachupingmudexiongmao——zheiyeshichengshiyingxiaogengyouchuangyidechuangkou。

热点轮流转，联名永不落幕

“bushizailianming，jiushizaibenfulianmingdelushang”——zaiguoqujiniandenianduyingxiaobaodaozhong，womenjiurucizongjiedao。erxindeyinianguoqu，lianmingyiranhaishizuiweichangjian、yezuikuangredeyingxiaoshouduanzhiyi。

2023nianbufagengduo“xianxiangji”debaokuanlianminganli。

譬如瑞幸与贵州茅台联名的“酱香拿铁”，成为今年在讨论度、销量上毫无疑问的赢家，在上市首日就创造了销售额超过1亿元的成绩，并制造了刷屏级的热度；而喜茶与FENDI的联名，zaiduanshineiyingzaochu“yibeinanqiu”dexiaoshourechaohou，dazhongxiaofeipinpaiyushechipinpaizaipinpaidiaoxingshangdefanchayuchuangxin，youtuidonglexiaofeizheduiyupinpairenzhidejudataolun。

更不必说，还有更多具备可玩性与互动性的IP，丰富了整个联名事件的消费者话题和参与度。比如瑞幸与“猫和老鼠”联名的周边衍生出多样的二次创作；xinjinwanghongipxiantiaoxiaogou、loopydejueqirangqichengweilianmingquanderemenmingxing；ciwai，guochandianshijudexuanfayijingjiangyuchayinpinpailianmingzuoweiyizhongyingxiaotaolulaixiyinfensi。

chuangyidebenzhishijiuyuansuxinzuhe，jiangjiuyuansuyixindezuhefangshichengxian。erkuajiepinpaizaiyuansushangxuyaoyouhubuhechayi，tongshizaigongnengshangyouhubu、zaiqudaoshangyoufancha。

xinshichayinrengranshilianmingzhongdedahu。duiyuzheileipinpailaishuo，lianmingyijingchengweiyitaochengshudewanfa，zaiipxuanze、diaoxingqihe、rediandongcha、zhoubianzhizuo、shejiaomeitichuanboshangdougengjiashenruhewanzheng，bingzaichuangyifengfudushangbuduantupo。

lianmingbiandegengjuan，yeshiyinweixiangjiaoyudanchunpaishepinpaiguanggaodapian，huozhefaqixianxiahuodong，zaishuapingyuelaiyuenandechuanbohuanjingli，zhizaolianmingchanpindequechengdeshangshishaoshunengjiangpinpaichuanboyutishengxiaoliangxiangjiehedezuofa。bijing，ruonengdaidongxiaofeizhezaishejiaowangluoshangzhongcaoshenzhiercichuangzuo，chanpinbenshenjishizuihaodeyingxiao。