消費者關注「多巴胺經濟」 SHOPLINE籲商家把握情人節機遇 (15:50) – 20260130 – 即時財經新聞

簡家樂續指,去年IP經濟的成功引證了在零售市場疲倦的表面下,消費者的欲望並未消失,而是轉移至追求獲得情緒上的滿足。

根據SHOPLINE平台數據顯示,「旅遊及文創」產業展現出強勁的「盛事驅動」特質,每逢大型娛樂盛事或演唱會期間,相關類別的GMV均錄得大幅增長,例如在去年在港舉辦的MAMA頒獎典禮及謝𩅛鋒演唱會活動期間,帶動兩項活動文創類別GMV分別錄得超過三成及四成的升幅;而針對「旅遊及文創」及「寵物」產業的平均回購率分別達三成及接近四成,且按年持續上升,顯示市場願意反覆地為快樂消費。

同時,在眾多節日中,簡家樂表示去年情人節數據表現亮眼。在2025年情人節前7日,線上商店商品交易總額按年增超過八成(83.3%),平均訂單金額亦錄得超過一成(14.2%)的雙位數增長,遠超其他傳統節日,他建議商戶在新一年著眼為情人節做好準備。

他續指,商戶若要在新一年的競爭中捕捉消費者注意力,就需在每個營銷活動或新品發布中注入「雙E價值」——體驗(experience) 與情緒(emotion)。

例如知名安全套品牌杜蕾斯(Durex)近年宣傳模式不再只專注產品本身,而是主動參與年輕人的對話,其母公司利潔時(Reckitt Benckiser)高級數位成長經理杜潔瑩分享,在透過與人氣YouTube創作者JFFT的直播合作進行植入式品牌資訊、利用「抽水文化」(trendjacking)及在Threads等平台與用戶討論熱門話題,能製造情緒共鳴,以幽默感打破與顧客之間的隔膜,將品牌變成消費者生活話題的一部分。

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