Core Insights - The upcoming Lunar New Year is driving consumer enthusiasm, prompting the Shanghai Municipal Commerce Commission to launch the "2026 Shanghai Online New Year Goods Festival" to stimulate market activity and unleash consumption potential [1] - Dream Xiang Technology is actively participating by initiating a 56-day comprehensive New Year goods festival aimed at achieving a strong start for the 2026 consumption market [1] Group 1: Festival Themes and Structure - The 2026 New Year goods festival by Dream Xiang Technology revolves around five core themes: "New Spring Renewal Season, Laba Stocking Up, New Year Goods Delivered Home, No Break During Spring Festival, and New Spring Opening Red" [1] - The festival is designed to create a full-service system that aligns with the consumer trend shifting from "bulk stocking" to "immediate satisfaction," while addressing the demand for quality and scenario-based consumption [1] Group 2: Activity Phases and Focus - The festival consists of three main activity phases: a pre-festival focus on "New Spring Renewal" targeting clothing products, a peak period centered on the "New Year Goods Street" theme emphasizing food stocking and New Year gifts, and a final phase addressing the "pre-festival delivery" pain point with comprehensive coverage of all product categories [1] - The "Spring Festival No Break" service is introduced to tackle consumer pain points of "difficult purchasing and slow delivery" during the holiday, ensuring a steady supply of deliverable products through an efficient supply chain and logistics collaboration [2] Group 3: Post-Festival Strategy - The post-festival phase, termed "New Spring Opening Red," will focus on spring renewal and school supplies to meet the consumption needs following the holiday, helping partner merchants to strategically position themselves for the new year market [2] - To ensure effective execution of the festival, Dream Xiang Technology will collaborate with a million private store owners and thousands of brand resources, leveraging AI customer service and other smart tools to enhance operational efficiency across the entire supply chain [2]