Group 1: Core Insights - Tmall's "6·18" sales event has been advanced to start on May 13, with the main sales period from May 16 to May 26, extending the event duration to over a month compared to last year [1][2] - The promotional strategy has been simplified, eliminating complex rules like "spend X get Y off," and introducing a single "official discount" method with discounts starting at 15% and going up to 50% [2][3] - Consumer protection measures have been enhanced, including a price guarantee from the time of payment until July 5, preventing price hikes before discounts [2][3] Group 2: Merchant Side Changes - Merchants can now register products for the event without needing to sign up individually, as the platform will recommend products based on store data [3] - The event will feature two waves of product sales, allowing merchants to adjust their offerings between waves while maintaining the same pricing and promotional strategies [3] - New features like "sold-out add-to-cart" will help merchants manage inventory better, allowing consumers to receive notifications when out-of-stock items are replenished [3] Group 3: Competitive Landscape - Competition among e-commerce platforms is intensifying, with JD.com also announcing its "6·18" event starting on May 31, indicating a trend of early promotions [4][5] - Tmall has partnered with Xiaohongshu to enhance brand exposure and streamline the purchasing process from social media to e-commerce [6] - The collaboration with Xiaohongshu is part of a broader strategy to enhance overall operational efficiency and reach, having already established partnerships with over 200 internet platforms [6] Group 4: Marketing and Support Initiatives - Alibaba's marketing arm, Alimama, has introduced a "support for new and excellent" strategy, including a 3 billion yuan subsidy to assist merchants during the event [6][7] - AI-driven marketing tools have shown significant effectiveness, with a reported 16% increase in ROI and a 65% improvement in click-through rates for merchants utilizing AI capabilities [7]

今年"6·18"战线拉得更长。5月8日，根据平台公告，淘天与京东均会在5月13日晚8点抢跑大促，较之去年，"6·18"时间覆盖范围首次提前至5月中旬。不仅如 此，今年电商企业纷纷拉拢站外流量，小红书笔记能跳转至淘宝、京东和拼多多，连超市明星胖东来也有意和平台更亲密。当"6·18"来到第22年，到底该如 何提振流量，电商企业也在寻找出路。 大促时间拉长 "6·18"大促越来越近。根据天猫的规划，在节奏上，"6·18"第一波抢先购将于5月13日晚8点开启预售，尾款支付及现货抢购时间为5月16日晚8点至5月26日晚 12点。而京东将在5月13日晚8点启动心动购物季，5月31日晚8点正式启幕"6·18"。 类似于去年"双11"，今年"6·18"也是"超长待机"。据了解，2024年天猫大促的第一波现货售卖时间为5月20日晚8点，而京东为5月31日晚8点进入开门红售卖 现货。为了争抢用户，彼时两大平台均取消了预售。 相比之下，今年"6·18"抢跑提前至5月中旬，不少用户对此调侃称"6·18"应该叫"5·18"。 淘天则是简化了优惠措施，今年天猫只设了一个官方玩法——官方立减，基础优惠8.5折起，最高立减可达50%。此外， ...

Core Insights - Tmall's 618 shopping festival has been advanced to start pre-sales on May 13, with payment and stock purchase from May 16 to May 26, emphasizing a simpler shopping experience for consumers [1][2] Group 1: Consumer Benefits - The promotional strategy includes official discounts starting at 15% and going up to 50%, with direct discounts applicable on single items, making savings more straightforward for consumers [1][2] - A price protection mechanism has been established to prevent price inflation, with a price guarantee period extending from payment until July 5 [2] Group 2: Merchant Support - Merchants can participate in the event more easily, as they only need to register their products instead of the entire store, with the platform providing intelligent recommendations for product listings [2] - The event will feature two waves of stock sales, allowing merchants to combine their participation in both waves and adjust their offerings as needed [2] Group 3: New Features and Collaborations - A new "sold-out add-to-cart" feature has been introduced, allowing consumers to receive restock notifications for high-demand items, while merchants can extend shipping times based on demand [3] - Tmall has increased support for merchants by investing 2 billion in live streaming promotions and forming a strategic partnership with Xiaohongshu to enhance brand visibility and sales through integrated advertising [3]

4. 内容与货品规划：内容策划上，通过定制专栏，每晚固定时段讲解推广产品、设置趣味问答环节。货品规划方面，针对不同产品系列进行合理铺货，如沙 漠有机、有机、梦幻盖、钻包+苗条装等。同时推出电商定制装和周边，如《向往的生活》桃花源定制包装、国民兄妹宣发定制装等，还设置BIG DAY专属 买赠活动。 今天分享的是：有机牛奶品牌大牌闪购整合营销案【乳品饮品】【电商大促】 报告共计：31页 本文围绕特仑苏大牌闪购整合方案展开，涵盖品牌概况、消费者洞察、营销背景、策略及执行等内容，旨在提升品牌影响力与产品销量。 1. 品牌与消费者分析：特仑苏作为中国高端牛奶领导品牌，开创品类并不断升级品质。消费主力为80、90后都市"年轻新贵"，多生活在一二线城市，经济独 立，追求品质生活，以中低消费水平人群为主，"她"经济对品牌消费有带动作用。 2. 营销背景与理念：特仑苏自2019年起冠名《向往的生活》，节目收视率、播放量、话题讨论度高，与品牌理念契合。基于此，特仑苏以"更好热爱 更好生 活"为传播主题，秉持"不负生活中的每一份热爱"理念开展营销。 3. 营销策略与执行：借助反emo文化与品牌"更好"理念的一致性，联合京东平台，开 ...