怎样结合豫园集团战略「东方生活美学」，唤醒中国人骨子里关于送礼物的浪漫？GP聚焦新年送礼场景的第四届「豫园年礼节」交出了一份属于自己的答卷。

「礼」不只是礼物，它还承载着礼节、仪式、规矩和制度等等内涵，这与豫园百年来的深厚的文化属性不谋而合，同时礼物也蕴含了送礼人的美好心意和祝福。再结合消费者的insight，我们提出了「以礼传礼」的概念。通过一个个中国传统礼仪，为不同对象传达不同的美好祝福。

此次tvc借用插画+真人出境的方式，将豫园集团旗下诸多品牌以及产品融进画面，讲述了一位古代小生寻礼回乡过年的故事。

比如朋友之间的拱手礼

恋人之间的描眉礼等等。以礼传礼，拿捏东方人专属的浪漫送礼方式

在“东方之礼，传递生活美意”的大主题下，我们提出了一句朗朗上口的tagline：「岁岁相豫，年年有礼」。

同时打造了一款集成礼盒，聚焦家庭过年送礼场景，涵盖全年龄段人群。福、禄、寿、喜分别对应着送家人、朋友、长辈以及伴侣。

在传播层面，豫园年礼节抓住了一句既social又符合品牌调性的slogan：豫园，这厢有礼了！

在抖音玩转全民任务，通过举拱手礼的形式，传达豫园年礼节的礼仪文化以及送礼场景。并与抖音用户玩在一起，累计获得2.2亿+播放。

在小红书上打造话题专页，并联动旗下30+品牌，邀请多个领域中腰部KOL进行传播，累计获得700w+浏览。

在豫园灯会迎来第28次开画之际，豫园年礼节更是强强联合，在园内打造「年礼大集」，旗下30+品牌纷纷摆好摊位，上百款各种花式国潮年礼任你pick！梦幻联动「山海奇豫记」灯会，共同开启一场璀璨绚烂的奇幻之旅！

How to link the Oriental Life Aesthetics to the romance of gifts giving in the deep heart among Chinese people? During the 4th Yuyuan Gifting Festival, we have been focusing on the new year gift scene to give a brand new proposal.

Gift is more than one present but also carries the connotation of etiquette, ceremony, rules and system, the good heart and blessing from the giver, which is harmony with the profound cultural attributes of Yuyuan Garden in the past hundred years.

With the insight of consumers, we put forward the concept of Courtesy, through a traditional Chinese etiquette, to convey different good wishes for different objects.

This TVC shows a store of a young people who returns home with products of Yuyuan Group,  in a creative way of illustration animation.

Besides, we have put forward a catchy tagline: Year after year, your good choice in Yuyuan.

At the same time,  there is an integrated gift box, focusing on the family gift scene, covering all your family members, friends, the elders and partners respectively.

For the communication, Yuyuan scores more than 220 million views in TikTok and 700w views in Xiaohongshu.

On the occasion of the 28th Yuyuan Lantern Festival, the Yuyuan Gifting Festival has shown hundreds of various fancy China-fashion Year gifts to start a bright and gorgeous fantasy journey for you.