伊利和京东，将搭子进行到底

Core Viewpoint - The article discusses how major brands, particularly Yili, are leveraging the concept of "搭子" (partner) economics to integrate their products into consumer behavior during festive seasons, particularly focusing on the Mid-Autumn Festival [2][24]. Group 1: Consumer Behavior and Marketing Strategy - Consumer behavior during the Mid-Autumn Festival shows a trend towards simplicity, with shoppers preferring straightforward choices that minimize decision fatigue [3][7]. - Yili's strategy contrasts with other brands by positioning itself as a complementary product rather than competing for the spotlight, effectively embedding itself into the festive shopping experience [4][8]. - The collaboration between Yili and JD.com emphasizes a seamless purchasing experience, allowing consumers to add milk to their cart while selecting mooncakes, thus enhancing the overall shopping convenience [11][20]. Group 2: Event Marketing and Brand Positioning - Yili's approach during the Mid-Autumn Festival is characterized by a focus on being a "搭子" (partner) rather than a main character, which helps alleviate consumer pressure in gift selection [8][22]. - The partnership with JD.com has evolved through three significant marketing campaigns, each building on the previous one to create a more integrated consumer experience [14][20]. - The "团圆客栈" (Reunion Inn) initiative illustrates how Yili and JD.com are extending their marketing narrative from online to offline, creating a tangible connection with consumers [10][15]. Group 3: Long-term Strategy and Brand Evolution - Yili's consistent strategy over the past year reflects a commitment to long-term brand positioning rather than short-term marketing spikes, focusing on creating habitual consumer behaviors [24][26]. - The iterative nature of Yili's marketing campaigns demonstrates a shift in the dairy industry towards embedding products into everyday consumer choices rather than competing solely for attention during festive seasons [25][26]. - The success of Yili's "搭子" strategy indicates a broader trend in the industry where brands are encouraged to find their place within the consumer's shopping journey, moving away from traditional competition for visibility [22][26].