Core Insights - The report focuses on the "Tmall Super Category Day - Design Furniture Special" with the theme "Upgrade Your Indoor Paradise," emphasizing the value of design furniture in creating ideal living spaces for consumers [1][4][27] - The marketing strategy aims to enhance category recognition and consumer mindset through multi-dimensional approaches, highlighting five core scenarios of design furniture [1][27] Content Strategy - The content strategy identifies five core scenarios for design furniture: 1. Individual dwelling space (e.g., COSMO Star Grid™ Entrance Series) 2. Artistic garden (e.g., Birdcage TV cabinet) 3. Joyful center (e.g., Oxygen Flower Vase) 4. Resonance space with sages (e.g., Euclidean Coffee Table) 5. Ideal realm of the soul (e.g., Wilderness Coffee Table) [1][23][25] - The narrative emphasizes how furniture can create a serene space that separates consumers from reality, aligning with the concept of "paradise" in a Chinese context [23][24] Communication Planning - The communication plan is divided into three phases: 1. Starting August 6, deep engagement with niche KOLs through various formats on platforms like Weibo and Xiaohongshu to drive traffic to Tmall 2. On August 7, launching a series of scenario posters and a TVC titled "New Indoor Paradise" to showcase the slow-living experience brought by furniture [2][32] 3. Offline collaboration with brands like Fanqi and Zhi Yin to create themed window displays and share activities to shorten conversion chains [2][32] Execution Details - The creative material production includes four types of scenario photoshoots with a budget of 450,000 yuan, expecting over 2 million views - The communication channels cover Weibo, WeChat, online media, and 200 KOCs, with a budget of 230,000 yuan, anticipating over 360 million exposures [2][32] - The overall strategy centers on the emotional connection between "people" and "furniture," utilizing scenario-based content and multi-channel collaboration to enhance consumer recognition and purchase intent for design furniture [2][27]