Core Points - JD.com has officially launched its 11.11 shopping festival, featuring a special stationery event on October 17, 2023, in collaboration with brand ambassador Liu Yuning [1] - The event includes various promotions such as a 1-cent lottery for popular IP-themed stationery blind boxes and a 10% discount during the "after-school subsidy" period [1] - A wide range of stationery products are available at significant discounts, with some items reduced by up to 70% [1] Summary by Category Promotions and Discounts - The stationery event offers discounts on popular items, including a 15% reduction on Morning Glory acrylic markers, bringing the estimated price to 21.8 yuan [3] - Children's stationery, such as Deli DIY green scissors, is available at a price as low as 1.89 yuan, with discounts reaching 50% [3] - Office supplies like the KACO 3-in-1 multifunction pen are discounted by 15%, with an estimated price of 6.74 yuan [5] Interactive Activities - The event features multiple interactive lottery activities, providing additional benefits to fans, with specific times set for different prize draws [8][11] - The schedule includes various IP-themed stationery giveaways, enhancing the engagement of participants [11] Product Variety - The event caters to different user scenarios, offering both basic and quirky stationery items, including Deli yellow bear pen holders and Morning Glory scented correction tape [10] - High-quality writing tools, such as Zhang Xiaofeng's calligraphy brush, are also highlighted, with a 15% discount bringing the price to 51.8 yuan [6]

Core Insights - The article highlights the successful strategies of two teams, Kasimir and Bluefruit, in leveraging Douyin (TikTok) to connect with consumers and expand their market reach through creative content and user engagement [1][2][4]. Group 1: Market Strategy - Both teams emphasize the importance of "staying close to users" as a core strategy for entering Douyin e-commerce, viewing it as a strategic choice aligned with their brand identity and platform characteristics [2][4]. - Kasimir focuses on the Z-generation consumer group, utilizing Douyin's "interest e-commerce" logic to showcase aesthetically pleasing and functional products through short videos and live streams [2][4]. Group 2: User Engagement - Kasimir's loyal users not only purchase products but also share their collections on social media, indicating a shift from viewing stationery as mere tools to appreciating them as collectible art pieces [2][4]. - Bluefruit quickly adapted to user feedback, launching products like the layered "pain bag" pencil case in response to popular culture references, demonstrating agility in product development [1][5]. Group 3: Content Strategy - Both teams have effectively utilized Douyin's content ecosystem and recommendation mechanisms to connect brands with consumers, achieving significant sales growth [4][6]. - Kasimir's content strategy emphasizes practical and creative demonstrations of product use, which lowers the entry barrier for non-professional users [4][5]. Group 4: Sales Performance - During the 2024 back-to-school season, Kasimir achieved a remarkable 242% year-on-year growth in overall GMV, with specific products like the acrylic marker pen generating over 15 million yuan in monthly sales [4]. - The "Little White Rod" pencil sold over 100 million units, successfully penetrating the mass consumer market [4]. Group 5: Community Building - Both teams view live streaming as a crucial avenue for deepening connections with users, with Kasimir creating a "user co-creation laboratory" to gather real-time feedback [4][5]. - Bluefruit captures Z-generation consumers' aesthetic and functional needs through live streaming, fostering a sense of community among users [5][6]. Group 6: Cultural Integration - For the Z-generation, stationery has evolved into a medium for self-expression and identity, with Kasimir and Bluefruit integrating cultural elements into their products and marketing strategies [5][6]. - Kasimir showcases the creative potential of stationery through content that highlights its use in personal projects, while Bluefruit engages users in cultural challenges to enhance brand relevance [5][6].