界面新闻记者 | 李烨

界面新闻编辑 | 牙韩翔

jinnianliuyiertongjie，maidanglaotuichude“maimaiduijiangji”chengweilenianqingrenmenzhuizhudechaopin。zheigepeihemaidanglaoliuyiertongjiezhutihuodong，yuanjia38yuandeduijiangjiwanju，shenzhiyijingbeihuangniuchaozhi300yuan，haiyiduchongshangweiboresou。mianduirucijumian，5yue29ri，maidanglaofabugonggaocheng，maimaiduijiangjizhengzaijiajibuhuozhong，bingjiangzaimaidanglaoguanfangqijiandianhemaimaishangchengkaiqiyushou，yuji6yuediluxufahuo。

bujinruci，maidanglaohaiqinglaileyishujiamr doodle（tuyaxiansheng）weiraojingdianchanpinmailejihemaidanglaosixiaofuxingxiangjinxingchuangzuo，bingtuichuquanxinyishujialianmingxiliebaozhuang、zhuticantinghekuaishanzhuangzhidenghuodong。zheiyexiyinlaizhuduonianqingrenqianwangdaka，bingzaixiaohongshudengshejiaopingtaishangfenxiangchupianjiweihezijiqianggoudaodezhoubian。

ruguoshuoliuyiertongjiedeyingxiaoshimaidanglaodegudingjiemu，neimejinniannihuikandaoyuelaiyueduodepinpaijiarudaozheigezhenying。

yijiatuichuleyikuanheduijiangjikanqilaishitongxiliede“zhaoxiangji”wanju，sihukeyirangxiaofeizheyimiaohuidaoxiaoshihouyongwanjuguojiajiadechangjingdangzhong。timstianhaokafeizai5yue30rizheitianxuanbusongchuchaoguo1wanfenertongjieliwu。eryidiandiannaichazehuiguilezhiqianhuobaodeminibei，zaiduyinqixiaofeizhedezhuipeng。

duiyupinpailaishuo，jieriyingxiaodehexinzaiyuyuxiaofeizhejianliqingganlianjie，nenggoushixiangongming。

erzairujindeshehuihuanjingheshenghuojiezouzhizhong，ertongjiesihuzegengnengjifaqixiaofeizhedeqingxugongzhen。guanyu“chengnianrenweishenmexihuanguoertongjie”detaolunzhong，zaiwendapingtaizhihushangyouyigegaozanpinglunshizheimeshuode，“congxinlixuejiaodukan，chengnianrenxihuanguoertongjieshiyinweichengrenshijielidekuaileburongyidedao，ertongniandekuailezuiyideerchuncui，suoyirangrengewainanwang”。

chulezaizhongguoshichangyituyachaoliuwenhuahetongquzhoubianyinfaxiaofeizhehudongzhiwai，maidanglaozaiyingguoshichangdeyicimianxiangertongdeyingxiaoyerangbushaodaren“pofang”。

tazaiyingguoshichangyichule250 wangekuaileertongcanshangde“weixiao”tuan，xiwanggaosurenmen“buyongyizhibaochikuaileyemeiguanxi，gandaonanguohuokuqibingbudiulian，zhenshimianduizijidexinqing，bingxuehuiyuqingxugongchu。”maidanglaohaipeibeilebutongqingxudebiaoqingtiezhi，keyirangrenmenzixingtiezaikuaileertongcandezhiheshang。

在去年的六一儿童节，我们发现营销趋势是品牌倾向于通过怀旧或者“卖萌”在与消费者进行沟通；erjinnianyigeyufamingxiandexianxiangshi，suiranmubiaokequntongyangshidapengyou，danpinpaimenzegengxiwangdailaigengduodeqingxufuwei。

事实上，不止是儿童节，在过去一年中较为出圈的营销热点也都与情绪相关。lirudagongrenzaigongweiqiaomuyu，baxiangzheng“jiaolv”dexiangjiaodangzuozhuangzhiyishurangziji“jinzhijiaolv”dengdeng。pinpaimenyezhuyidao，zaichanpinbenshendegongnengzhiwai，ruhenanienianqingrendeqingxu，weitamentigongshifangqingxuyuhuodegongmingdechukou，yezaoyichengweidongxirenxingzhixiadegoutongfangshi。

erliuyiertongjie，zeshizheizhongqingxudeyigejuejiachukou，yinweitagengrongyirangrenmenduanzandicongxianshishijiezhongchoulichulai，huiguidaocengjingwuyouwulvdeshidai，wanyiwanduijiangji，huozheshiyongwanjuxiang，huoxuyesuanyizhongqingxufuwei。liruzaimaidanglaodekuaishanhuodongshang，youwenanbozhu@jiaoluoshuoweitazifashejileyixiebiaoyu，liru“ertongjiezuihaodeliwu，shiyourenrengjiangwodangzuoyiweixiaopengyou。”——zheijuhuayinfaledaliangwangyoudegongming。

shishishang，suirangetiqingxusuiranshisirenhuade，danruguogerenqingxuyukeguanshijiefashenggongzhen，jiuhuizaiquntichuanbozhongbeifangda，ershejiaowangluojiasulezheiyijincheng——youqishizaihuiguitongzhenhebaochitongquzheiyangyuxianshishijiequgedehuatizhizhong。