In 84 countries worldwide, the divorce rate more than doubled in the 38 years from 1970 to 2008. From 2.6 divorces per 1,000 married people to 5.5 divorces.
回到国内，上个月“2018 年结婚率创下了近十年新低，仅 2.7 %”上了热搜。据统计局数据，自2013年开始结婚人数逐年递减，离婚人数反倒节节攀升。
Back in China, last month, the "Marriage Rate in 2018 hit a new low in nearly a decade, only 2.7%" on the hot search. According to the statistics bureau, since 2013, the number of married people has been decreasing year by year, while the number of divorced people has been increasing.
2018年一份《单身经济报告》指出，2017 年全国单身人群已达 2.2 亿人，占到总人口 15%。其中有高达 50.72% 的人单身三年。
According to a single economic report in 2018, the number of single people in China reached 220 million in 2017, accounting for 15% of the total population. Up to 50.72% of them were single for three years.
But at the same time, the marketing of Qixi Festival has increased greatly, and the volume even surpasses the "Spring Festival" and becomes an indispensable place for the military strategists in the brand campaign.
Times are changing. More often than not, we can only adapt to the times to make changes. So I don't think there is always successful marketing, only marketing in line with the times.
In our era, the traditional concept of love and marriage is being challenged. How do brands play their style and level?
Creativity to Idea
To stand out in the tide of discounts and love marketing, first of all, creativity and surprise; second, intention and far-reaching significance.
Recently, the Forevermark Eternal Seal of De Beers, a veteran diamond dealer, joined the Pliocene to hold an "unmarried wedding", not talking about marriage, but about breaking up and saying goodbye. A farewell ceremony was held for a pair of ordinary young people in Shanghai. In the wave of romantic dreaming, it gains a high social voice.
A couple of old people visited the old place again, gave gifts to each other and said good-bye earnestly, full of ceremonial feeling. Not too much sensationalism, but couples get along with each other bit by bit, friction and sparks are clearly visible; when saying goodbye to each other frankly relative, will be formerly difficult to speak out, open the knot, even if sobbing, but from now on release.
Be frank and open, do a reflection and commemoration of growth; wave goodbye to the past and bravely move forward. Otherwise, carrying unclear, ambiguous, hurting people around, will leave a knot, hurt themselves.
People need this far-reaching "love experiment".
In the past, we often valued the beginning, but did not face the end well. At first it was vigorous, then it was trivial, and finally it failed. As a result, there are always pink love bubbles on the surface, but they can be broken by bloody data and unwilling to uncover scars.
This farewell ceremony in real life, not only "eye-catching", but also to many people, including myself, a lot of inspiration and reflection: