2 . Nostalgia (怀旧) is a powerful emotion that can be employed to create a strong emotional connection between a brand and its audience. By tapping into the fond memories and positive associations that people have with a particular brand, marketers can create a sense of familiarity and comfort that resonates (共鸣) with their audience. This emotional connection can then be used to drive engagement and loyalty, ultimately leading to increased sales.

In the case of Barbie movie marketing, nostalgia has been used. By incorporating elements of the classic Barbie brand into the movies, such as the symbolic pink color, the classic Barbie logo, and the inclusion of classic Barbie characters, the movies serve as a way to transport fans back to their childhood and relive their favorite memories.

This emotional connection is further strengthened by the marketing campaigns, which create a sense of community and excitement around the brand. By using social media to build hype (夸张报道) and anticipation for each movie, the brand has managed to create a loyal and engaged fan base that has contributed to its success.

The success of Barbie movie marketing has not been limited to the brand’s existing fan base. In fact, the movies have managed to attract a new generation of fans who may not have been familiar with the classic Barbie brand. By creating movies that are both entertaining and empowering, the brand has managed to appeal to a wider audience, including young girls who may be looking for strong female role models.

The impact of Barbie movie marketing on a new generation can be seen in the way that the brand has developed over the years. Although Barbie was once denounced for promoting unrealistic beauty standards and conventional gender images, the brand has since made significant steps in promoting diversity and inclusivity (包容性). The recent Barbie movies feature diverse actors and storylines that promote self-empowerment and self-acceptance, reflecting the changing attitudes and values of society.

3 . Americans love their automobiles. So long, it seems, as they don’t run on batteries. A survey published in July by the Pew Research Centre found that less than two-fifths of them would consider buying an electric vehicle (EV). Despite expanding charging networks and more EV models to choose from, that is a slightly lower share than the year before.

The biggest block to EV enthusiasm in America is price. The average EV there sells for $52,000, estimates Cox Automotive, a consultancy. That is not a world away from the $48,000 that Americans typically pay for a petrol vehicle. But total costs of ownership, which combine the sales price and running costs for five years, vary more widely. At $65,000, the typical EV is $9,000 more expensive to own than a petrol car (owing to factors like pricey home chargers, dearer insurance and, compared with Europe and China, inexpensive petrol).

All this leaves America’s car industry circling a roundabout. Consumers’ unwillingness to pay for expensive EVs is forcing carmakers to take action to shift stock (库存). Tesla has cut its prices several times in the past year. Carmakers are offering average discounts of almost 10% on their EVs, more than twice as generous as for petrol cars. But this is making it even harder for the companies to make money from battery power. Continued losses in turn may make car firms lose appetite to invest in a broader electric offering that would appeal to buyers.

American carmakers are still hoping they can escape this vicious (恶性的) circle. They are mostly postponing their American EV investments rather than pulling the plug on them. And from January the EV tax credits (免税) will also be available at the point of sale, making it less burdensome for buyers to take advantage of them. All this could eventually generate profits for car firms. Eventually may, though, come a bit later than hoped.

As the Year of the Dragon approached, sales of products with dragon elements have seen explosive     1     (grow) on major e-commerce platforms. Dragon, or long in Chinese,     2     (consider) as an important symbol of Chinese traditional culture, is believed to bring good luck and fortune.

Since January, products with dragon-themed elements, such as clothing, daily necessities and gold jewelry     3     (gain) popularity. Items such as red envelopes, mobile phone cases designed for the Chinese Year of the Dragon have also been favored by consumers, and    4     (they) sales have surpassed those in the Year of the Rabbit last year.

Chinese consumers who buy dragon-themed goods are hoping     5     (live) a better life in the new year and displaying a strong sense     6     national pride and confidence in Chinese culture. The rich cultural meanings and the good wishes     7     the dragon carries have not only stimulated people’s passion for buying, but also satisfied their rising demand for personalized and     8     (create) products with unique cultural symbols.

Spring Festival is the traditional festival Chinese people attach the most importance to, and it’s also     9     peak season for consumption. The shopping craze for dragon-related products ahead of Lunar New Year is essential for     10     (promote) the recovery of the consumer market.

8 . The Role of Crowdfunding in Business Growth

Crowdfunding is a fundraising method that makes use of the power of the Internet and social networks. It involves raising small amounts of money from a large number of individuals or investors, typically through online platforms. These platforms connect entrepreneurs (创业者) with potential backers who contribute funds to support a specific project, business, or idea.

Types of Crowdfunding

Reward-Based Crowdfunding—Backers get a reward, such as a product sample or easy access, in exchange for their contribution. This model is popular for startups and creative projects.   

Equity (股权) Crowdfunding—Investors receive shares or equity in the business in exchange for their funding. This model is ideal for small businesses looking to raise substantial capital and is subject to specific regulations.

Debt Crowdfunding—Entrepreneurs borrow money from backers and agree to repay it with interest over time. This model is similar to a loan and is suitable for businesses with a clear repayment plan.

Tips for a Successful Crowdfunding Campaign

Set clear goals: Define your funding goal, the purpose of the funds, and how you’ll use the money.

Persuasive story: Make an appealing and genuine story about your business. Explain why it matters and how backers’ contributions will make a difference.

Engage your network: Mobilize your existing network of friends, family, and professional contacts to support your campaign. Their initial contributions can build momentum (动力).

Transparency: Be transparent and honest about your project’s progress and any challenges you encounter. Backers appreciate honesty.

Fulfill promises: Once your campaign is successful, fulfill your promises to backers timely and communicate regularly.

9 . Cafeterias have been filled with challenges — right from planning, purchasing, and preparing, to reducing waste, staying on budget, managing goods, and training staff. Through the tedious process, restaurateurs lacked a unified platform for efficient management. To bring consistency to the unorganised catering (餐饮) industry, childhood friends Arjun Subramanian and Raj Jain, who shared a passion for innovation, decided to partner in 2019 to explore opportunities in the cafeteria industry.

In May 2020, they co-founded Platos, a one-stop solution for restaurants with a custom technology kit to streamline all aspects of cafeteria management. The company offers end-to-end cafeteria management, staff selection and food trials to ensure smooth operations and consistent service. “We believe startups solve real problems and Platos is our shot at making daily workplace food enjoyable again. We aim to simplify the dining experience,   providing a convenient and efficient solution that benefits both restaurateurs and customers and creating a connected ecosystem,” says Subramanian, CEO and co-founder.

Platos guarantees that a technology-driven cafeteria allows customers to order, pay, pick up, and provide ratings and feedback. It also offers goods and menu management to effectively perform daily operations. Additionally, its applications connect all shareholders for a smart cafeteria experience. “We help businesses that are into catering on condition that they have access to an industrial kitchen setup where they’re making food according to certain standards,” Jain states.

Since the beginning, Platos claims to have transformed 45 cafeterias across eight cities in the country. Currently, it has over 45,000 monthly users placing more than 200,000 orders. Despite facing challenges in launching cafeterias across major cities in the initial stages, Platos has experienced a 15% increase in its month-over-month profits.

As for future plans, the startup is looking to raise $1 million from investors as strategic partners, bringing in capital, expertise, and networks. “Finding the right lead investor is the compass that points your startup toward success,” Subramanian says.