With nearly 800 billion annual gift demand, almost any commodity can become the industry specificity of gifts, making the gift market both attractive and full of fierce competition. At the same time, terminal brands have seized the traditional gift market, which has made traditional gift companies feel the real and huge pressure. Its group combat and professional marketing methods have also made it almost only in the industry for a long time.' Traditional gift companies are quite uncomfortable. In fact, when facing the new environment of the industry, traditional gift companies must not underestimate the enemy, but they don’t have to belittle themselves. Who says that the advantages of focusing on the industry for many years and the accumulation of customers are not a good brand? Linyuan Envy the fish, it is better to retreat to the net.' Facing the huge market demand, traditional gift companies can use the professional skills accumulated over the years to systematically study the specific laws of the industry, strengthen their own advantages, and better grasp the opportunities in the industry. The cover topic of this issue specially organizes relevant experts and scholars to discuss in depth from multiple perspectives such as demand elements, industry characteristics, marketing resources, and future trends, in order to bring inspiration to the industry.