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抖音生活服务携手欧阳娜娜开启 “秋日奶茶局”,点燃立秋奶茶热
Zhong Guo Shi Pin Wang· 2025-08-12 03:21
Core Insights - The phrase "the first cup of milk tea in autumn" has evolved from a social media trend into a necessity for young consumers, driving growth in the beverage market [1][2] - Douyin Life Services has launched marketing activities around the autumn season to stimulate demand and enhance the supply of quality beverage products [1][2] Marketing Strategies - Douyin Life Services has integrated top beverage brands like Luckin Coffee, Mixue Ice City, Starbucks, and others to create promotional campaigns featuring "hot-selling items + combo packages" [2] - The introduction of a "multi-cup multi-visit card" group purchase model addresses consumer pain points related to single purchases and encourages bulk buying [2][8] Promotional Activities - The campaign featured celebrity Ouyang Nana as the spokesperson, offering fans milk tea vouchers during a promotional period, resulting in the distribution of 56,000 cups of milk tea [4] - Influencers and key opinion leaders (KOLs) were engaged to create buzz around the "multi-cup multi-visit card" concept, leading to significant online engagement [5][12] Consumer Engagement - The campaign utilized various online platforms, including WeChat and Xiaohongshu, to amplify the promotional message and engage local consumers [7] - Offline events were organized in major shopping districts to create immersive experiences, linking online traffic with in-store visits [16][24] Brand Collaborations - Five leading beverage brands collaborated on the "Just Love Drinking" campaign, offering discounts on multi-visit cards to foster consumer habits of bulk purchasing [8] - The campaign's success was reflected in the increased sales of multi-visit cards across participating brands [10][14] Seasonal Marketing Impact - The marketing efforts were strategically timed around the start of autumn, leveraging seasonal consumer behavior to maximize engagement and sales [12][26] - The campaign not only provided consumers with attractive offers but also enhanced brand recognition for beverage companies on the Douyin platform [26]
四大举措聚力家居行业 美凯龙董事长李玉鹏督战618焕新消费季
Sou Hu Cai Jing· 2025-05-22 05:36
Core Insights - The 618 event organized by Red Star Macalline aims to create the largest consumption festival in the home furnishing industry, leveraging over 400 shopping malls and significant resources for promotions [1][6][23] - The company is addressing the transition from "incremental competition" to "deep cultivation of stock" in the home furnishing industry, focusing on market challenges such as oversupply and fragmented traffic [3][8] Group 1: Event Overview - The 618 event will run from May 23 to June 22, featuring a large-scale promotional campaign across online and offline platforms [1] - Red Star Macalline's chairman, Li Yupeng, emphasized collaboration with industry partners to enhance sales and consumer engagement [5][8] Group 2: Strategic Directions - Li Yupeng proposed three strategies: leveraging the national "old-for-new" policy, reinforcing the main home furnishing sector, and innovating services to activate the stock market [3][6] - The company aims to implement localized services to help brands and consumers benefit from government subsidies [6][8] Group 3: Key Initiatives - Four core initiatives were outlined for the 618 event: joint marketing efforts, upgrading online traffic strategies, a comprehensive service plan, and building a home service system to enhance customer experience [6][8] - Collaborations with platforms like Douyin and Xiaohongshu will be utilized to attract younger consumers and create a seamless online-to-offline experience [6][21] Group 4: Industry Collaboration - Major brands such as Serta and Arrow Home have committed to participating in the 618 event, offering exclusive promotions and products [10][13] - The event is seen as a significant opportunity for the home furnishing industry to boost consumer confidence and sales amid market challenges [8][18]
吉祥馄饨二十六周年庆:以匠心美味传递时光温度
Zhong Guo Shi Pin Wang· 2025-04-28 07:15
Core Viewpoint - The classic Chinese restaurant brand Jixiang Wonton is celebrating its 26th anniversary with a series of interactive activities and generous benefits to thank consumers for their support over the years [1][13]. Group 1: Anniversary Celebration Activities - The anniversary celebration will feature the launch of new products, including "Guizhou Red Sour Soup Fresh Meat Wonton," and limited-time birthday packages with unique gifts [1][4]. - From May 9 to 31, a "Lucky Draw Coupon" activity will be held, allowing members to participate in a lottery with a 100% win rate for various rewards [4][8]. - Live streaming events on Douyin and Dazhong Dianping will take place on May 9 and 10, offering discounts and limited-time deals, including a chance to win a round-trip ticket to Guizhou [4][5]. Group 2: Digital and Social Media Engagement - The brand will leverage digital platforms like Meituan and Ele.me for a delivery promotion from May 17 to 18, providing discounts and coupons for new products [8]. - A lottery on Xiaohongshu will be available until May 9, where participants can win fun prizes by following the official account [9][10]. Group 3: Brand Heritage and Growth - Since its establishment in 1999, Jixiang Wonton has grown from a single store to over a thousand locations nationwide, maintaining its commitment to quality and innovation [13]. - The anniversary celebration reflects the brand's dedication to creating emotional connections with consumers, emphasizing the warmth and nostalgia associated with its products [13].