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 ...