Core Insights - The "2025 Douyin Mall Year-End Carnival" is set to capitalize on the winter consumption surge, with promotional events like Double 12 and New Year's Day driving consumer demand and providing growth opportunities for brands and merchants [1][3] - The event aims to help merchants capture user needs and leverage marketing strategies to achieve sustained business growth during this critical sales period [1] Group 1: Event Launch and Participation - The registration for the "2025 Douyin Mall Year-End Carnival" opened on November 18, allowing merchants to sign up through the Douyin store backend to access various resources and support [3] - Merchants are encouraged to participate actively to seize the year-end consumption wave and maximize business potential [3] Group 2: Promotional Strategies - Douyin Mall is offering multiple discount strategies, including "Instant Discount" and "Direct Price Reduction," to help merchants attract consumer attention and enhance conversion rates [5] - Successful registration for these promotional strategies will provide merchants with additional traffic support and exposure during the event [5] Group 3: Content and Shelf Integration - A comprehensive approach integrating content and shelf operations is essential for merchants to effectively reach target consumers and drive sales [6] - The platform is incentivizing content creators to generate engaging content, thereby increasing brand exposure and sales [7] Group 4: Enhanced Visibility and Sales Channels - Douyin Mall is enhancing its search functionalities and introducing various sales channels like "Super Value Purchase" and "Flash Sale" to boost merchant visibility and sales [9] - Merchants can benefit from reduced commission fees and additional traffic support by completing specific tasks during the event [9] Group 5: Customized Marketing Initiatives - The platform is launching tailored marketing initiatives, such as "Winter Essentials Competition" and "New Year Outfit Launch," to cater to seasonal consumer demands and help merchants achieve significant sales [10][11] - Various brand-focused campaigns are also being introduced to support high-potential brands and enhance their market presence [11] Group 6: Learning and Resource Access - Merchants are encouraged to visit the Douyin E-commerce Learning Center for more information on event strategies and resources to optimize their participation in the year-end carnival [12]

今年中秋，月饼的销量依旧撑起了节日的半边天，但另一边，消费者的行为却显得更有意思：买月饼的时候，顺手加一箱牛奶。对品牌而言，这不是小动 作，而是节点营销的新答案：当越来越多消费者拒绝复杂、拒绝过度选择，他们更愿意接受"不会出错"的选项。 来源：36氪 大厂们悄悄拿捏搭子经济学。 消费市场的气温，总是比季节变化更快。 在品牌们都卷着争C位、拼礼盒、拼联名的氛围里，伊利选择了另一种打法：与京东强强联合，用"百搭"的姿态，把自己悄悄塞进每一次节日场景里。 那箱牛奶，尽管不是节日里的主角，却越来越难被忽视了。 有意思的一点是，两者不仅仅只是"卖货"方面的合作。今年中秋，京东的Joy和伊利的"奶人"IP化身"创业搭子"，携手开起了"团圆客栈"。更进一步，京东 旅行还把"团圆客栈"搬到了线下，在广州、成都等城市打造做快闪巡游，开启了东西南北中国行的"团圆客栈"限时营业活动，把线上叙事延伸成真实可触 的"追月相聚"。 中秋礼盒抢C位 伊利悄悄改赛制 在中国人的节日记忆里，中秋几乎是"月饼"的代名词。商超里堆得像小山的礼盒、朋友圈里此起彼伏的晒图，构成了一种稳定的消费仪式。 无论是月饼品牌还是想要入局送礼场景的消费品牌，都在 ...

大厂们悄悄拿捏搭子经济学。 消费市场的气温，总是比季节变化更快。 今年中秋，月饼的销量依旧撑起了节日的半边天，但另一边，消费者的行为却显得更有意思：买月饼的时候，顺手加一箱牛奶。对品牌而言，这不是小动 作，而是节点营销的新答案：当越来越多消费者拒绝复杂、拒绝过度选择，他们更愿意接受"不会出错"的选项。 在品牌们都卷着争C位、拼礼盒、拼联名的氛围里，伊利选择了另一种打法：与京东强强联合，用"百搭"的姿态，把自己悄悄塞进每一次节日场景里。 那箱牛奶，尽管不是节日里的主角，却越来越难被忽视了。 中秋礼盒抢C位 伊利悄悄改赛制 在中国人的节日记忆里，中秋几乎是"月饼"的代名词。商超里堆得像小山的礼盒、朋友圈里此起彼伏的晒图，构成了一种稳定的消费仪式。 无论是月饼品牌还是想要入局送礼场景的消费品牌，都在试图把"体面"做到极致。可越是卷向舞台中央，消费者的压力反而越大：送哪一盒才不会出错？选 哪一款才显得用心？ 传统送礼逻辑，被一次次推向更昂贵、更复杂的竞赛。 而在这次竞赛中，大多数品牌选择继续卷"主角"，而伊利选择当"搭子"，把自己做成任何月饼礼盒都能搭的那一位。 营销并非一定要争夺C位。谁能成为消费者购物车里的自然补 ...