天行九歌

小红书把春节营销玩明白了_我的网站

A |          By Lin Zhuowei    (ECNS) -- The cicadas were deafening in Haizhu National Wetland Park on a sweltering summer morning. An electric buggy carrying a delegation of Chinese and international experts wound its way through unbroken groves of lychee and longan trees. Were it not for the distant silhouette of the Canton Tower, one could easily forget that this lush expanse sat squarely in the heart of a megacity of close to 20 million people.    "Wait, please stop the car." Stewart Maginnis, deputy director general of the International Union for Conservation of Nature (IUCN), leaned forward abruptly and asked the driver to pull over.    He pulled out his phone and aimed his lens at the lake, where the gleaming Canton Tower rose beyond a sweep of almost unbroken green, perfectly embedded in the city's skyline.    "I took that picture because I want to be able to show when I make presentations of how you can have a very rich, very vibrant, very biodiverse area well managed in the city for the benefit of people and nature," Maginnis later explained in an exclusive interview with China News Network. For him, that seamless marriage of urban landscape and natural beauty was both a living embodiment of China's ancient philosophy of "harmony between humanity and nature" and a reflection of the core idea behind Nature-based Solutions, or NbS.    That unscheduled stop opened the door to a far-reaching conversation about China's ecological transformation and its place in global environmental governance.    Green thinking: a real shift in leadership    "If you look back in the 20th century, a lot of the conservation thinking and leadership was more Western," Maginnis said, seated in the shade of a tree.    "I'm convinced that we're seeing a real shift to global leadership coming from this region, and particularly from China." The shift, in the eyes of Maginnis, one of the architects of the global NbS concept, transcends money or measurable environmental improvements. More important is that "China is bringing in really much-needed new conceptual framings for how we will undertake conservation on a planet with nearly 10 billion people."    The heart of that framing, he said, can be boiled down to a single word: coexistence.    "And specifically, I would actually say the whole concept of coexistence — that we don't separate one area here and then we can do whatever we want elsewhere, that we need to see nature conservation as a whole-of-society, a whole-of-planet approach."    Luo Ming, a research fellow at the Land Consolidation and Rehabilitation Center of China's Ministry of Natural Resources, sees that same logic running deep in China's own traditions.    "We have long embraced the philosophy of 'harmony between humanity and nature'," Luo said. "Stewart has been promoting 'coexistence' everywhere he goes, and that is exactly what this ancient idea means."    For Luo, this is no abstract concept. She pointed to the Dujiangyan Irrigation System, built more than two millennia ago and still functioning today. It uses a fish-mouth-shaped weir to split the flow of Minjiang River, the Feishayan floodgate to separate sediment, and the Baopingkou diversion passage to irrigate the Chengdu Plain.    "Of course, we cannot define Dujiangyan as an NbS project outright, because NbS is a modern concept. Nevertheless, its approach of leveraging natural processes to meet human needs is consistent with the core spirit of NbS." In China, she said, "we have this NbS gene."    A test bed at scale: from pilot projects to mainstream action    Maginnis rattled off the numbers of China's ecological restoration with the ease of someone who has been studying them for years. "If you look at the improvement in water quality, I think it's only in 10 to 15 years that we have seen an improvement of Grades Ⅰ to Ⅲ water from about 70 percent to well over 90 percent. And Grade Ⅴ has been reduced to almost nothing."    He also noted that China now has 28 sites certified under the IUCN Green List — "the country with the most green listed sites in the world at the minute."    What excites him most, however, is that China is moving beyond the perennial trap of pilot projects that never scale up. He described the country as "the engine room of developing and applying Nature-based Solutions."    "There is definitely a lot of interest in Nature-based Solutions, but people tend to be saying, 'We want to pilot-test Nature-based Solutions.' My response, in that case, is: 'Well, go to China. Nature-based Solutions are already being scaled up in China.'"    Why China? Luo offered a systematic explanation.    Beneath the NbS successes, she said, lies a profound intellectual evolution: from the ancient ideal of harmony to the modern vision of a "community of life" — mountains, rivers, forests, farmlands, lakes, grasslands, and deserts are all parts of a community of life. "Those who plant trees cannot focus merely on afforestation; those managing water cannot focus merely on water governance; those protecting farmland cannot focus merely on farmland conservation. This 'community of life' philosophy shifts our mindset from isolated, fragmented restoration towards holistic, systematic thinking. This is also the essence of NbS."    That philosophy has been locked in place by hard institutions.    The "Two Mountains" theory — "lucid waters and lush mountains are invaluable assets" — brings ecosystem services into the heart of development planning. It is backed by the world's largest ecological protection compensation program, channeling more than 200 billion yuan (about US$29.5 billion) a year from central funds.    Ecological red lines, permanent basic farmland boundaries and a unified national spatial planning map have turned NbS projects into something "verifiable, measurable and auditable" in China.    Luo noted that this approach meets the three prerequisites for NbS that the global community widely agrees on: high-level political commitment, collective coordinated action, and scaling up and mainstreaming.    A sanctuary in the city: what Haizhu reveals    The most persuasive evidence came from the very ground beneath their feet. Haizhu Wetland was once a flood-prone expanse of fruit orchards, a "10,000-mu orchard" that has been transformed into an ecological lung for the city. Park staff describe it with a local motto: "Step inside, and you are in nature; step outside, and you are in prosperity." Four metro lines reach the surrounding area, stitching the wetland into the fabric of daily life.     "In a different place in the world under less visionary leadership, Haizhu might have been converted to a prime development site, and it could have been converted to buildings and whatnot," Maginnis remarked. Instead, Guangzhou chose to protect the green space and then enhance it, removing invasive species and restoring habitats to create an intensely vibrant ecosystem.    It was Luo's first visit to Haizhu, but she read its landscape immediately. "Look at its ridges and furrows, the drainage and irrigation system; that's traditional wisdom." She observed that by preserving natural spaces and restoring natural processes, the wetland tackles multiple challenges at once. "When a rainstorm comes, it serves as a retention area. Its wetland area is large, so it can cope with extreme weather and climate change, and the biodiversity is very rich."    For her, this is the essence of NbS. "Nature-based Solutions are not about solving a single problem. In traditional flood control, we might channelize and harden a riverbed so that the water can flow away quickly. But the NbS approach is to restore the hydrological process, improve connectivity, slow the water down, and create more space for retention, so that it doesn’t cause disaster."    At the same time, she added, "the wetlands and green belts along both banks serve as buffer zones, providing purification, biodiversity, and places for people to rest and enjoy themselves. It can deliver multiple ecosystem services, not just a single service."    What struck Maginnis equally was the cultural dimension. Traditional farming practices are kept alive here as a living repository of local culture. More than 500,000 schoolchildren arrive each year by metro to plant rice and learn to become "green citizens." The wetland has even yielded three species never recorded before.    "This place is protected by law," a staff member explained. "Nobody has the right to demolish it. It can endure for generations and become a treasured part of their childhood memories."        For Maginnis, that fusion of nature and culture is the key. "Our conservation objectives cannot be separated from our own culture and our own philosophy of how we move forward. That's part of the reason why I think China is so successful in having a nature conservation strategy based on coexistence."    Luo saw a still deeper layer. "Seeing the beauty of the water lilies, seeing the process of the wild rice stem from a seed to the root being used by humans, we can feel that we are indeed a community of life," she said. "You might say you are restoring nature, but perhaps it is nature that is healing and restoring you. Humanity and nature are indeed a community of life; it exists in every moment of our daily lives."    New pathways for a warming world    Faced with the triple planetary crisis of climate change, biodiversity loss, and land degradation, Maginnis believes China is no longer just offering a vision — it is handing over a practical toolbox.    He pointed to the restoration of the Loess Plateau and the removal of invasive Spartina from the coastal wetlands of Yancheng in Jiangsu. "One of the very first Nature-based Solutions we identified is the restoration of the Loess Plateau that was highly degraded, and brought back into vibrant biodiversity, vibrant productivity. It's the real coexistence of man and nature."    "I think there are multiple lessons down at the site level, how to do things, but then I think there is more from the governance perspective." The Chinese approach, he said, is not simply about creating isolated protected areas but about "bringing nature right through all of society and all sectors."    On the international stage, he noted that China's leadership in securing the Kunming-Montreal Global Biodiversity Framework is already having ripple effects. In Bangkok, drawing on sponge-city concepts and with advice from China, an old tobacco factory has been turned into an NbS wetland that buffers surrounding districts from floods while doubling as a public park.    Luo added a note of balance. China's NbS pathway, she said, is distinctly institution-driven, and it differs from the market-oriented pathways being explored internationally, such as carbon credits, biodiversity credits, and green finance instruments. "Of course, we should not judge which model is superior. Instead, we should learn from each other and draw on each other's strengths."    As the conversation turned to the future of the planet, Luo's tone grew heavier.    "Six out of nine planetary boundaries for Earth have already been exceeded. Climate tipping points are being breached, and many international agreements are advancing slowly. The future holds tremendous uncertainty."    She paused, but her gaze did not waver. "Yet precisely because of this, we must act. Humanity is part of a community with a shared future. No country can be left behind. And in this grand narrative, every single one of us is a protagonist."    She issued a call that was disarmingly simple: "Start from ourselves. Use one less plastic bag, drive (petrol) one day less, sort your rubbish. These are not slogans; they are the small things in daily life. If everyone does this, our planet will surely become better and better."    A breeze rippled across the Haizhu wetlands, stirring faint reflections of the Canton Tower on the water. In that quiet shimmer, the words of the experts seemed to hang in the air: whatever lies ahead, the green experiments taking root on this patch of land have already opened a window for the world.                    。    这是半佛仙人的第1434篇原创          1          前段时间刷小红书，我发现很多年轻人正在以【囤年货】的名义买自己喜欢的东西。         (图片来自小红书用户：查理苏工资转我卡里、丁顽皮、小团子觅食记)          以前大家普遍认为年轻人不喜欢过年，一直到去年网上都还在流行“年轻人讨厌过年回家”之类的吐槽。         其实年轻人从来都不是【不喜欢过年】，只是【不喜欢老一代人的过年方式】。         就像那个老段子，小时候以为爸妈不挑食，长大了才知道他们只买自己爱吃的菜。         那在他们掏钱决定过年买什么的时候，就是他们开心了你不开心。         但随着年轻人逐渐从父母手中接过家庭经济的接力棒，过年的模样当然也要跟着变。         2          过年方式由什么决定？          由掏钱的人决定。         而小红书商业化联合凯度发布的《2024春节年轻人社媒趋势洞察》显示，          83%的年轻人已经成为了过年主理人。         不光是买什么年货的问题，还有过年期间全家人一起去哪里、玩什么，所有和过年有关的决策，在年轻人手里全都会不一样。         只有把握住人群最真实的过年方式，知道他们春节期间会做什么事情、吃什么东西、有什么活动，品牌才能找到那个合适自己的营销场景，完成【有效种草】。         而要说对年轻人敏感的平台，莫过于小红书。         一方面，小红书是90后年轻人的聚集地；          另一方面，它又是一个主打生活方式分享的社区。         年轻人的过年新想法和新习惯，正是在一次次的小红书分享中汇聚成了改变一代人过年方式的力量。

B |          前阵子小红书商业化和睿丛咨询联合发布的《小红书2024CNY行业趋势报告》，便把年轻人主导下的龙年过年趋势展示得一览无遗：          【没关系，新年会原谅】、【童年记忆限时返场】、【凡事发生必有利于我】、【爸妈，请传位于我】、【100件过年回血小事】、【随机生成新年搭子】、【舌尖上的血脉觉醒】……                    左右滑动查看更多          这八大趋势，就是小红书为所有品牌的CNY营销给出的一份【年夜饭菜谱】。

C |          品牌顺着趋势【做菜】，准没错。         3          我在小红书上经常刷到各路零食推荐，平时大家喜欢推减肥零食、低卡零食，高糖高碳水的食物虽然有着基因本能嗜好的美味，理性却往往把它们划分为罪恶的禁忌。         但在推荐【适合当年货的零食】的时候，所有禁忌都在一夜之间消失了。         人们忽然忘掉了那些咬着牙闭着眼拒绝巧克力和快乐水的日子，开开心心地拥抱了每一种能让自己甜起来和快乐起来的食品饮料。         甚至有人说自己过年的时候一天能吃五顿的，这个属实有点猛了。         (图片来自小红书用户：一颗桃坞）          还有个用户特别逗，一到过年就大喝一声“不减肥了”，晒起了自己满满当当的零食年货。         (图片来自小红书用户：月亮吃什么）          平时大吃大喝或许会充满罪恶感，但这是在新年里，一切都可以被允许。         反正——没关系，辛苦了一年了，新年会原谅。         除了放肆吃喝，很多年轻人还喜欢趁着过年怀旧，让童年记忆限时返场。         我记得我小时候特别喜欢一种酒心巧克力，那时候这种零食是绝对的奢侈品，只有在别人家结婚做酒的时候有那么一点点可能性吃到，还得是较富裕人家才舍得买来做喜糖。         其实现在想来那巧克力甜得发腻，里面的酒心也是干涩的劣酒，但它就是我童年时忘不掉的白月光和朱砂痣啊。         也许大部分时候我都不会想起它，但只要它还能出现在我面前我就一定会买。         不是因为馋，而是为了安慰几十年前那个在别人婚礼眼巴巴等着发喜糖的小胖子。         我不知道小红书上其他年轻人是否也出自相似理由，但相关话题确实在平台上火了一次又一次。         可以想见，在即将到来的龙年春节中，童年怀旧和复古品牌大概率也会是一个潜在的爆点。         甚至很多品牌都已经在提前布局了，瑞幸不就找了童年动画《猫和老鼠》联名么？                    (图片来自小红书用户：Weald旷野）                    而且说真的，要是不上小红书，真的很难想象现在的年轻人群体里都在流行些什么。

D |          我刷到过最离谱的一个东西是下面这个比耶菩萨，按一下小人它就会替你磕一下头，声音哒哒哒的很好听，解压的同时还能攒赛博功德。         (图片来自小红书用户：All—in Print）          这个小红书博主在视频里有节奏地按压小人，大家边看边帮他计数——          功德又加了10086。         很多人都看心动了，纷纷问哪里有链接、怎么买。

E |          还有个小红书用户，竟然带着蜡笔小新去拜了【天下第一财神庙】。         (图片来自小红书用户：消失的新子哦～）          无论是赛博功德还是烧香拜神，本质上都是年轻人【凡事发生必有利于我】的展现。

F |          诸如此类的新趋势，还有很多很多。         而作为这些过年新趋势的【策源地】，小红书就是所有食饮品牌探访用户内心的重要的渠道。         某种意义上，小红书甚至比年轻人自己都更了解他们想怎么过年。         因为它看到的不是一两个年轻人，而是成千上万个真实用户。         小红书就像一面镜子，映出这些年轻人对新年的所有期许。         品牌只需窥其一斑，便可知全豹。         4          年轻人用户比例高的地方不只小红书一个，但纵观所有平台，小红书的CNY营销都是极为特殊的。         因为用户对小红书是【钱包级的信任】。         有的信任是眼泪级的，就是在上面看到一个感人的故事我肯定能看哭，故事后面放个商品推荐我肯定不掏钱。         但年轻人不但愿意相信小红书，还敢把钱包的决策权交给它。         只要代入想一下自己买东西的决策路径是什么样的，就可以理解小红书对消费者决策的影响力到底来自哪里了。         你买一样东西，首先肯定是要知道它，接着是喜欢上它（种草），然后才会是打算购买，而最后你的分享体验又会进一步影响到其他消费者的购物决策。         而根据益普索《小红书食品饮料行业洞察报告》的调研数据，          小红书不但是食品饮料用户获取食饮内容的第一渠道，还是种草食饮相关内容的第一渠道。         这么说吧，我平时如果馋了想买什么吃的喝的，第一件事不是逛商场，而是先上小红书搜一下有没有好物推荐。         尤其是买年货这种需要一次采购大量食品饮料的情况，我更是没耐心一个个去挑选，到小红书上【抄作业】就是我个人的唯一选择。         根据益普索发布的《小红书食品饮料行业洞察报告》显示，          小红书食饮用户可以说是人均【点子王】和趋势【领航者】。         在理性的同时，又乐于探索创新的新奇体验，在真实表达态度的同时，又有着能反哺圈层的真实互动。         很多小红书博主甚至会专门在年前推出一个详细的年货清单，这种笔记在小红书上巨受用户欢迎，我去年就是对着小红书年货清单大采购的。         而且这是其他所有平台都羡慕不来的优势，这一仗的结果早在年轻人习惯于【遇事不决小红书】的时候就已经注定。         年轻人对小红书的信任，是在一次次的【寻求答案——解决问题】中构建起来的。

G |          在遇到生活困惑的时候，很多年轻人都会下意识地打开小红书，而且往往都能得到帮助。         过去每次过年我都是被安排的那一个，我一点都不喜欢，但我无可奈何。         现在我也想操办一次过年，但我只知道自己不喜欢传统的过年习俗，却不知道应该用什么样的方式来取代，我会上哪里找答案？          我下意识的那个选择，就是打开小红书。

H |          我愿意为过年买单，但小红书能告诉我怎么买才能买得更好、更对。         这一刻小红书就是我的过年的生活导师和消费指南，也是所有品牌拿下我最好的机会。         5          在前段时间的快消行业CNY营销大会上，小红书总结了2024年的过年特色人群：          仪式感过年人群、体验式过年人群、年味美食人群、年货礼赠人群、亲友聚会人群、新年祈福人群、新春怀旧人群和民俗欢庆人群。

I |          在这些人群的新需求里，就藏着品牌的无限商机。         CNY营销的战场并非只是过年那一小段时间，品牌想要让CNY营销的回报最大化，还得在年前、年中和年后三个关键节点做好对应的营销动作。         以小红书总结的【过年八大人群】为例，如果你想触达的是其中的仪式感过年人群、体验式过年人群和年味美食人群，那在年前就得开始布局。         尤其是用户对年味美食的需求，品牌肯定是要提前发力的，等到年中再来就错过窗口期了。

J |          而针对年后的旅游和返工热潮，品牌同样要及时出手。         消费者能记住的品牌是有限的，这种热点你都不抓住，你的竞争对手就会帮你抓住。         再说最重要的年中营销，小红书基于年轻人群体的过年趋势和对过年人群的洞察，针对吃喝玩乐等不同场景设置了三大营销IP。         品牌顺着IP主题走，很容易就能获得CNY营销的大丰收。         CNY营销的第一个关键，是如何让自家产品成为年轻人眼中的【年货】。         而【红薯年货妙会】，就是小红书为年轻的龙年主理人们准备的一份【年货清单】。         这个IP的重点是春节种草，但它不是简单粗暴地带货，而是为品牌染上了【年货】的温情色彩。         整个玩法也很有节奏，前期先是借助【红薯年货店】等相关话题聚集站内流量，等到用户注意力被积蓄到极致，再通过站内KOL发布【年货清单】释放购买潜力。

K |          最后的线下市集/商超承接用户的现实体验，又能让品牌在过年这个特殊时刻和用户完成最直接的情感链接。         年货是什么？          是年味的补充剂，是仪式感的来源地，也是过年必买的重头戏。         快消品牌只要能进入这份种草名单里，龙年CNY营销就已然成功了一半。         再具体到食饮品牌，【超好吃年货节】更是整个行业的TOP级大事件。         这是小红书针对过年新趋势专门打造出来的【体验式营销】IP，时间横跨2023年12月到2024年1月。         在年货节的前半段，主题是【超好吃囤年货】。从线上的年货笔记种草、博主年货开箱，到线下的各种商超联动玩法不一而足，同时也是食饮品牌冲刺销量的黄金时期。         而后半段的【超好吃过新年】主题，内容涵盖家里的年夜饭和户外的逛市集，无论是【明星怎么过年】还是【用户分享自己的年夜饭】，亦或者是南北市集的差异，全都是天然的高流量话题，极为适合塑造和深化品牌形象。         最后的【龙咚锵年味复兴计划】，则是小红书结合过年新趋势和龙年元素打造的全新营销IP，主打的就是一个好玩有趣。         其中既有让用户忍不住手痒的【全民寻龙】互动玩法，又有唤起用户分享欲的KOL联名创作，还有专门的年味地图和线下年味主题活动。         外有明星大咖助阵，内有平台流量支持，数据这一块还没开始就已经手拿把掐。         6          作为一个商业化方兴未艾的平台，小红书的营销还是一片蓝海。         品牌在其他卷烂了的地方怎么都找不到的机会，在小红书或许就能轻松找到。         而且小红书这个社区，从一开始就和别人不一样。用户对它的心理预期，就是生活百科全书+商品种草指南。         在这里看到营销，相当于赶大集遇到商户卖力吆喝。

L |          您甭嫌闹腾，咱走这么大老远，就是奔着这个来的。         所以小红书天生适合搞营销，更适合搞CNY营销。         在这场CNY营销的战争中，得年轻人者得天下。         而得小红书者，方能得年轻人。         ———————–          公众号：半佛仙人（ID：banfoSB）          B站：硬核的半佛仙人          微博：半佛仙人正在装          知乎：半佛仙人          这是一个神奇的男人，你完全猜不出他会写出什么，他自己也不知道。

M |                    点击关注下方账号，你将感受到一个朋克的灵魂，且每篇文章都有惊喜。         ———————–          感谢大家一直以来的阅读、在看和转发，由于微信官方变动，之后所有的抽奖都放置在后台，大家可在公众号页面发送相关暗号关键词获取抽奖，每一篇文章会给到一个不同的暗号，对应的抽奖都是独立的，此篇暗号为【玩】，在后台回复【玩】，即可点击进去参与抽奖！抽奖内容、金额、个数等都无变化，在开奖前参与抽奖，操作均有效。         注意，后台（不是评论区，是后台）回复【玩】即可参与抽奖。         后台回复（不是评论区，是后台）即可参与抽奖。         后台回复（不是评论区，是后台）即可参与抽奖。         就像大家之前回复摸鱼一样。         【我爱这个魔幻的世界】。

Current article:http://aqb418p.zongchaeiwengshuabaisisuofu.sbs/3cjlpi/20260826/374260.html

Published on:01:46:15