Jin Rong Jie Zi Xun·2025-12-31 08:59Core Insights - The upcoming Lunar New Year presents a significant opportunity for brands to capture consumer attention and build long-term assets, with Kuaishou emerging as a key platform for marketing during this period [1][3] - Kuaishou's user engagement is expected to increase by 14% during the 2025 Spring Festival, with a 26% faster conversion cycle for the R3 demographic and a 101% higher new customer ARPU compared to regular periods, creating fertile ground for business growth [1] Group 1: Marketing Strategies - Kuaishou's "Magnetic Engine" has launched a comprehensive marketing campaign for the 2026 New Year goods festival, providing a full-spectrum operational guide to assist merchants in maximizing their sales [3][4] - The marketing strategy is built on three pillars: "Golden Bull Strategy," "Product Aggregation Strategy," and "Data Management," supported by substantial incentive policies and innovative approaches [4][12] Group 2: Consumer Trends - During the 2025 New Year festival, search volumes for keywords like "New Year snacks," "New Year's Eve dishes," and "food live streaming" surged, with significant GMV growth in categories such as snacks, fresh produce, and gift boxes [4] - The primary consumer demographic consists of families aged 31-40 and 50+, presenting clear growth opportunities for brands [4] Group 3: Implementation Tactics - The "Golden Bull Strategy" focuses on a step-by-step approach to help merchants accurately gauge growth rhythms, utilizing data-driven insights to identify potential bestsellers ahead of the festival [8] - The "Product Aggregation Strategy" integrates various marketing resources, including celebrities and influencers, to create diverse promotional scenarios that enhance brand exposure and consumer engagement [8][11] Group 4: Incentives and Support - Kuaishou's marketing campaign includes attractive policies such as cash subsidies and diverse incentive mechanisms to support merchants of all sizes, aiming to lower operational costs and maximize marketing potential [12][14] - Specific activities like the "Million Points Battle" and "Dividing the Million Prize Pool" are designed to engage active merchants and provide substantial rewards based on their performance during the festival [12][14] Group 5: Overall Impact - Kuaishou's integrated approach combines content-driven marketing, extensive resource exposure, and intelligent tools to facilitate a dual benefit of brand awareness and sales performance during the New Year festival [16]