Core Insights - The article highlights the innovative content marketing strategies employed by merchants during the 618 shopping festival, focusing on seasonal fruits, intangible cultural heritage products, and outdoor sports items to drive sales growth [1][7]. Group 1: Content Marketing Strategies - Merchants are integrating product selling points with diverse scenarios to enhance consumer engagement and conversion rates [1]. - Unique approaches include live streaming events featuring local culture, such as durian merchants using traditional dance to boost sales, and heritage brands showcasing craftsmanship through interactive workshops [1][3]. - Outdoor sports merchants are creating immersive experiences by conducting live streams in natural settings, promoting summer lifestyles [1]. Group 2: Performance Metrics - Notable performance metrics include: - Durian merchants achieving a 30.25% increase in live streaming GMV and a 97.96% rise in viewing PV compared to the average of the last seven live streams [3]. - A heritage product brand seeing a 212% increase in transaction value and a 289% rise in exposure [3]. - Another heritage brand reporting a 484% increase in viewing PV and a 336% rise in transaction value [4]. Group 3: Consumer Engagement Initiatives - Douyin e-commerce is enhancing user engagement through gamified search features, allowing users to discover products by searching specific keywords related to different categories [7]. - This initiative has led to significant increases in brand search volume and new member recruitment, with brands like Xtep and Haier gaining over 23,000 and 44,000 new members respectively [7]. Group 4: Future Outlook - Douyin e-commerce plans to continue upgrading its platform capabilities to facilitate brand growth and customer retention during promotional events [9].