Core Viewpoint - JD Seven Fresh is creatively engaging consumers during the Qixi Festival by transforming its stores and offering unique wedding gifts, enhancing the shopping experience and integrating traditional celebrations with modern retail [1][14]. Group 1: Store Transformation and Activities - JD Seven Fresh stores have been temporarily renamed from "7FRESH" to "7FRESH Qixi" to celebrate the festival, creating a festive atmosphere [1][10]. - The stores feature various "love declarations" and interactive activities, such as matchmaking for pets, attracting customer engagement [10][12]. Group 2: Wedding Gift Promotion - From August 28 to 30, newlyweds in Beijing, Tianjin, Shanghai, and Guangzhou can exchange their marriage certificates for a special "daily essentials" gift box at designated JD Seven Fresh stores [1][5]. - The gift box includes seven practical and healthy products from JD's private label, symbolizing good wishes for the couples' future [5][6]. Group 3: Flower Sales and Pricing Strategy - JD Seven Fresh is offering affordable flower arrangements, such as 10 stems of roses or carnations for only 9.5 yuan, due to its "Flower Plan" which enhances supply chain efficiency [12][14]. - The company has established direct sourcing partnerships, such as the first "JD Seven Fresh Peony Direct Sourcing Processing Center" in Heze, Shandong, to provide seasonal flowers at low prices [12][14]. Group 4: Consumer Engagement and Experience - The initiative has led to increased foot traffic at the stores, with newlyweds excitedly participating in the activities and promotions [3][8]. - The combination of traditional festival elements with modern retail experiences is creating a warm and memorable atmosphere for consumers [14].