Core Insights - The upcoming 2026 Spring Festival is driving consumer enthusiasm, leading to increased demand for pre-purchased goods and gifts, creating new business growth opportunities for merchants [1][17] - The "2026 Douyin Mall New Year Festival" will officially start on January 16, with consumption vouchers released on January 14 to help merchants prepare for the surge in business [1][2][17] Group 1: Consumer Engagement and Marketing Strategies - Douyin has seen significant engagement with New Year-related topics, with over 30 billion views for 年货 and 1.7 billion views for 马年, indicating a strong consumer interest in festive products [1] - Merchants are encouraged to participate in promotional strategies such as "discounts" and "direct price reductions" to enhance product visibility and attract more orders during the festival [2][5] - The platform will provide various marketing tools and strategies, including "藏爆图," to help merchants effectively meet consumer demand during the New Year Festival [1][4] Group 2: Sales and Product Promotion - High-quality live streaming content is essential for driving sales, with the platform offering targeted promotional activities for different types of creators to enhance visibility and engagement [4] - Merchants can leverage Douyin's GMV growth in the product shelf area to meet the high demand during the festival, with additional support for products that meet specific criteria [5][7] - The "超值购" program allows merchants to gain extra product subsidies and visibility through participation in various promotional activities, facilitating explosive sales for individual products [7] Group 3: Diverse Marketing Playbook - Merchants can choose from various promotional strategies tailored to their needs, such as "品类&上新" to quickly achieve product exposure and meet specific consumer demands [9][11] - The platform offers support for both emerging and established brands through various marketing initiatives, including "大牌钜惠" and "超级品牌日," to enhance brand visibility and customer engagement [11][13] - Merchants can also utilize "千川玩法" for additional traffic support during the festival, enhancing their advertising efforts and overall sales potential [15]