In this era of information diversification, all the actions of the brand are marketing, and in order to let consumers maintain their favorability and memory of the brand, fancy "showing their faces" on major holidays has become an important way for brands to build and strengthen user relationships.
As the footsteps of the New Year of the Rabbit get closer and closer, the taste of the year has become more intense, and brand bosses have rushed to announce their New Year benefits - New Year gift boxes, a piece of "Ziyan red".
01. Year of the Rabbit gift box creative competition, which brands won?
In this New Year's gift box marketing competition, which brands are more creative?
ByteDance: Practical products, capture the "heart" of employees
Gifts, innate sense of ritual can bring surprises, and those practical gifts can make people think of the brand in every use.
This New Year's gift from ByteDance still reflects "practicality", providing gift boxes including multi-functional handbags, massage instruments, markers, Fuzi couplet red envelopes, and family book calendars. Among them, the small and convenient Double Easy Neck Massager has become a particularly favored item for IT people because of its small size and portability.
It is worth seeing that ByteDance's gifts are not only practical, but also very creative, such as multi-functional handbags made of environmentally friendly materials, and shaped like mini luggage, family book calendars are also unique, basically all products contain the diversity and creativity of brand culture.
Little Red Book: Fancy interpretation of exquisite life
If ByteDance plays with both practicality and brand value, then Xiaohongshu is showing the "exquisite life" with brand identity to more people in its own way.
Xiaohongshu pays attention to the convenient carrying function of the product, providing a large shoulder bag so that employees can take New Year's gifts with them, and the "haohao" theme product, on the one hand, integrates people's expectations for a good life in the future, on the other hand, it has the meaning of good things in the Year of the Rabbit.
At the same time, basically every product provided by Xiaohongshu is exquisite and cute, whether it is a limited edition doll for the Year of the Rabbit Potato Team, or a short pile blanket, or a red envelope bag and calendar book that is not absent every year, all of them are "written" in the products delicate, healing and festive.
Xpeng Motors: Focus on popular marketing games and concepts, and let happiness surround everyone
While other brands are creating a sense of ritual for employees, Xpeng Motors has put a lot of effort into marketing concepts, product concepts and gift play.
In the "Youfupeng Enjoy" New Year gift box provided by Xpeng Motors, the brand focuses on the popular element outdoor marketing, providing employees with an in-vehicle incubator necessary for outdoor play, so that food and gifts have temperature.
Moreover, all gifts integrate the concept of environmental protection, and the Spring Union Fuzi and red envelopes are made of degradable and recycled environmentally friendly pulp, which not only reduces the burden on the earth, but also ensures the ritual and creativity of Spring Festival gifts.
At the same time, the gift theme of Xpeng Motors is also unique, the product themes of "Lucky Box Companion" and "Lucky Peng Enjoyment", in addition to realizing the deep connection between the product and the brand, the homophonic terrier gameplay provides people with a novel and pleasant experience, allowing Xpeng Motors to add a touch of good luck and wishfulness to the New Year, while having more brand memory.
Baidu: Etiquette is "heavy" and people's wishes, so that Chinese New Year's Eve rice has more tricks
Etiquette is light? No, Baidu's New Year gift box once again embodies the keyword "heavy", and this year's New Year gift box, Baidu offers a gift bag weighing up to 8 kilograms, containing more than 10 exquisite items.
In addition to the plush bear in the Year of the Rabbit, the 2023 monthly calendar holder, the customized handbook and the Spring Festival window flower red envelope necessary for the Spring Festival, Baidu provides Chinese New Year's Eve rice cooking artifacts, Subor air fryers, dumpling-making four-piece artifacts, 6 pairs of bear chopsticks and dipping saucer combinations, so that employees' Chinese New Year's Eve rice has more tricks and innovations.
Alibaba: Create a happier and happier year with our employees
In the case of other brand gift boxes, the external form of gift boxes is more eye-catching, Alibaba's gifts are more heartfelt.
This year, Ali still has a copy of the Ali Family Book, a Taotao doll in the Year of the Rabbit, a set of Spring Union Fuzi red envelope window flower sets, a New Year's calendar, and a puzzle of Ali Zoo.
Among them, "Ali Family Book" is basically an item that Ali will keep every year, its content is rich and commemorative, and Ali's administration can help employees mail home, which has become the most anticipated New Year's gift for Ali people and their families, and Alibaba gift box has also become a very warm New Year's gift box among many brands with "Ali Family Book".
Kugou Music: Joint expansion of voice and greater marketing effect
When all brands are fighting alone in the marketing of the Year of the Rabbit gift box, Kugou Music chose to warm up with the rice group and launched the New Year joint gift box, 4 classic old taste claypot rice, Kugou big red rice cooker, with Kugou song single greeting card, listen to the song well, eat well, so that everyone can enjoy a more popular Chinese New Year's Eve rice, and start a beautiful year with music.
In today's co-branded marketing, Kugou Music chooses to play co-branding in the New Year gift box, its gameplay is novel and unique, the product connotation is richer, coupled with the innate visual effects and taste experience of co-branded products, which makes people remember.
NetEase Media: Recreate the classics and start the year of good luck
If the joint gameplay of Kugou Music is novel enough, then NetEase Media's reproduction of the classic gift box is fashionable, dreamy and brilliant enough.
NetEase Media's Year of the Rabbit gift box is inspired by Alice in Wonderland in "Chapter of Dreams", and moves the adventures of the little alpaca Sansan and rabbit friends in the forest into the design of the gift box, with fantastic settings and gorgeous products, giving people a different afternoon tea experience through time and space, and opening the year of good luck.
Bananai: Star design, presenting the new year and new atmosphere
Bananai has designed the "Red Walking Box and Lucky Box" New Year gift box, and its redesigned New Year's red basic model has a red and happy charm.
The peripheral products of the Year of the Rabbit launched by Bananai have a unique and beautiful meaning:
"Rabbit Do List" handbook (I wish you all the flags to be completed)
"Be The King" playing cards (you can catch a good deck of cards in a year)
"No rabbit no chopsticks" chopstick set (every meal is the taste of happiness)
"Rabbit Rich", "Rabbit You" red envelope, "Ten Thousand Rabbits Sticker" stickers (can be used to paste mobile phones, computers, workstations, etc.)
Jingdong: blind box + gift box, the box box has (joy) joy
JD.com's "Xiti Family Gift" gift box includes food, drink and play. Spring Festival blessing characters, red envelopes, stickers, handwritten New Year greeting cards are naturally a must-have for the New Year, nuts, hawthorn, nougat, jelly, etc. let people follow the drama to watch the Spring Festival Gala with small snacks to accompany, while DOGA plush dolls, outdoor picnic mats provide more practical products for outdoor enthusiasts.
In the DOGA plush doll in the "Chao" extreme blind box lucky bag launched by Jingdong, the seven products have different meanings, representing struggle, peach blossom, good persimmon, pomelo, koi, rich, evergreen, cute and lovely.
In addition, Fangtai has a "Life Rises Up" theme gift box, which integrates air, food and water elements into the gift box, aerospace aromatherapy, blind box calendar, water cup and other products, which greatly mobilize people's visual and olfactory senses, which is impressive.
Vipshop launched the "Only with Heart, Brilliant" Chinese New Year gift box, which integrates Manchurian windows, flower tiles, lions and other Cantonese cultural elements, so that Vipshop's New Year gift box has a heart and a tangible.
Easy car launched "auspicious as easy" theme New Year gift box, lucky bag hand warmer, auspicious like easy mask are particularly practical, in the gift box of easy car, there is a retro Bluetooth speaker is particularly eye-catching, the speaker is also a TV shaped mobile phone holder, can help drama fans free their hands, the design is ingenious.
At the same time, GitLab launched a gift box focusing on employee health and a "light of domestic products" gift box for Rongsheng refrigerators, both of which are very gorgeous.
With the theme of "Ding Qiankun", the 360 Group New Year Gift Box has launched a multi-functional electric hot pot, customized trendy hot pot base, and multiple gifts named after "full firepower", "Xiongqi cheering", "moving forward with one heart", "auspicious celebration of Yu", etc., which are very regional characteristics.
It is clear that the brand is doing its best to launch creative gift boxes in the New Year, whether it is a health and stomach or a heart-to-heart gift box, which has brand value and meaning.
02. What is the competition behind the brand launching gift box marketing?
In traditional Chinese culture, the brand's New Year gift box seems to be distributed to employees, but it actually has multiple meanings.
On the one hand, only "traffic" is the real value of the brand's New Year's gift box. Obviously, the New Year gift box has become an important way for brands to divide the traffic of the Spring Festival.
With the rapid change of users and consumer markets, brands realize the importance of preconceptions, and those ways to get traffic are not to be missed. Therefore, in the Spring Festival marketing node, the brand spares no effort to play creative, which is actually the competition for market traffic, which is also the real value of the brand's launch of the New Year gift box.
On the other hand, seize the New Year's gift box and reduce marketing costs.
In today's world where everyone is self-media, the brand launched a New Year's high-value, practical gift box, on the one hand, high appearance itself is a social currency, which helps to spread.
On the other hand, let employees truly feel the humanistic care of the brand and the uniqueness of its products, those enterprises with good experience and good corporate culture atmosphere can naturally harvest the hearts of employees, and subtly turn employees into communicators of corporate culture and products, help brand/product promotion, produce a wider range of communication, and then achieve cost reduction and efficiency increase.
Finally, the New Year sends a message to benefit employees and attract and retain talent. The competition between brands is not only the competition of products and services, but also the competition of talents.
Enterprises launch gift boxes during traditional festivals to show the welfare benefits of enterprises, let more people see the strength of the brand, and help enterprises recruit talents. Second, the benefits sent by the brand benefit employees, meet the holiday ritual expectations of contemporary young people, and can make employees have a sense of belonging, and are willing to serve the enterprise.