This New Year Goods Festival, they bring back the New Year atmosphere

The New Year is coming, have you prepared the New Year gifts for your relatives and friends? In the Internet era, the New Year atmosphere is not the same as before, and the New Year Festivals on major platforms have the meaning of the Cyberpunk Spring Festival. Platforms and brands also take advantage of this node to launch creative TVCs to let users feel the New Year atmosphere and let consumers see the benefits. Today, TOP will bring you a creative inventory of the New Year Festival, and see how the New Year atmosphere is created.

1. Tmall: Demonstrating ideal life with new trends

If Tmall's Double Eleven "8pm" campaign focuses on warmth and healing, then the "Tmall 2023 Ideal Living Space" launched during the New Year's Goods Festival uses interactive technology to integrate the New Year's Goods Festival and 2023 new trends with spokesperson marketing.

As players of the 2023 Novice Village, let us first take a look at the short film "Wishing You a New Year and a New Beginning" co-produced by Tmall and spokesperson Yi Yang Qianxi, and enter the 2023 experience server together.

Tmall "New Year, New Beginning"

Go fishing in the forest and recharge your energy through photosynthesis; watch anthropomorphic pets in the pet street; feel pixel-level care in the flower fields; immerse yourself in the furry world to create self-healing art; spend a pure New Year in the bustling market...

The perspective in the film follows the spokesperson Yi Yang Qianxi into a virtual scene. The scene corresponds to the five new trends for 2023 released by Tmall, leading users to experience the new lifestyle of 2023 in the process of completing tasks, and strengthening users' awareness that "Tmall is ideal life."

During this Lunar New Year Goods Festival, Tmall also built the "Tmall 2023 Ideal Living Space" on the site. This cloud interactive space builds a bridge of communication between the platform and users through online mini-games in five major trends .

"Tmall 2023 Ideal Living Space"

In addition, spokesperson Yi Yang Qianxi also appears as a guide in the interactive game, providing voice task prompts and easter egg interactions, bringing freshness and attraction to fans .

Tmall x Yi Yang Qianxi poster

In addition, this year's Tmall and Taobao New Year's Festival cancelled the cross-store discount for the first time, and changed to an official direct discount of 5%-15%. Tmall also released a creative animation to convey this change to users.

Tmall "One Piece Drop"

Tmall’s New Year Goods Festival not only showed users and consumers a new way to celebrate the Chinese New Year , but also conveyed the New Year’s blessing of “a new year and a new beginning” and the attitude of an ideal life .

2. JD.com: Creating an image of the first choice for New Year gifts

JD.com’s New Year Goods Festival focuses on a festive and warm family atmosphere.

At the end of December, on the day when JD.com’s New Year Festival began, it released a familiar song “It’s New Year”, using familiar BGM and adapted lyrics to emphasize the start of the event and create a lively New Year atmosphere for everyone .

JD.com "Happy New Year"

The adapted version of "It's New Year" is sung by singer Jin Zhiwen. The lyrics vividly reflect the discounts of buying New Year's goods on JD.com, and also deeply root the message "JD.com is the best choice for low-priced New Year's goods" in the minds of consumers .

JD.com has also released a series of commercials, telling stories about home and love, touching users with emotion, and communicating with users during the New Year Festival.

JD.com series of commercials

"Sit tight" is navigation, which corresponds to JD Auto Maintenance. The short film tells the story of a father's care for his children from childhood to adulthood, from his shoulders to bicycles to cars, and the father's care will never diminish because of the distance. The problem of the father's exhortations and concerns is also something that JD Auto Maintenance can solve.

Sharing across thousands of miles is the benefit of JD Mobile. A mother's desire to share is always very close to her children away from home. When a mother's mobile phone breaks down, it means that she stops sharing. JD Mobile can solve this need and allow mothers to continue sharing.

The "meaning" of returning home is the story of JD New Department Store. The heroine in the film has experienced her own transformation from graduation to work, and also found that her family is slowly getting older. So, she bought gifts for her family on JD New Department Store for the New Year, expressing her unspoken love for her family.

The protection of "Grandpa" reflects the convenience of JD.com's home appliances. Grandpa's love comes from the care of an elder, and it is also like knowing each other like a friend. Grandpa will satisfy every little wish of his children and grandchildren. And the grandchildren can also solve the troubles for grandpa on JD.com's home appliances.

The love behind the "lie" is the happiness of JD Supermarket. Parents always say "it's too troublesome, I don't need it, I don't like it, I don't need it" when their children want to buy things for them. But in fact, they are reluctant to do so because of love, and JD Supermarket can give love back to parents.

JD's series of short films, by showing five common life scenes, arouse users' empathy and use the emotions between relatives to stimulate people's desire to buy gifts for their families during the Chinese New Year . In addition, JD also has insight into people's demand for medicines this year and has worked hard on JD Health.

In addition to emphasizing the convenience and affordability of buying medicine, JD.com also teamed up with Beijing Satellite TV to launch a special New Year's Eve program "Year-End Consultation Meeting" with a celebrity lineup to attract users to watch .

JD.com's "Year-End Auscultation Meeting" poster

In terms of event time, JD.com's New Year Festival not only lasts from December 26, 2022 to January 28, 2023, extending the battle line, but is also divided into five periods: "warm-up period, Laba New Year's Eve period, scene period, Little New Year period, and Spring Festival delivery period", which also provides users with a fulfilling shopping experience .

3. Douyin: Saving the New Year atmosphere with contrasting warmth

Douyin has leveraged the unique advantages of being a short video platform and launched the "New Year Rescue Plan", allowing viewers to watch New Year stories in the Douyin screening room.

The first story of saving the New Year atmosphere is performed by Douyin music composer Xiao Ba Wang. At the beginning of the short film, there is a suspenseful atmosphere, which makes the audience feel confused. But as the picture unfolds, a tear-jerking story unfolds before people's eyes.

Tik Tok "New Year Rescue Plan" Part 1

"Only one of the mother and daughter can be happy" is the girl's evaluation of the mother-daughter relationship. She has been arguing with her mother since she was a child, and even resisted going home for the New Year. But when she went home for the New Year this year, the daughter learned that her mother was ill and her memory was not as good as before. The mother's unspoken care and love turned into waves of scolding, which was also the knot in the hearts of the mother and daughter.

At the end of the story, the girl finally accepted her mother's alternative way of expressing love over the years, faced the fact that her mother was ill, hugged her, and reconciled.

The second short film was jointly launched by the platform and Douyin food writer Bie Wulala. The short film begins with the takeaway Wulala received not meeting his requirements. I thought it was a story of finding fault, but it turned out to be unexpectedly heartwarming.

Tik Tok’s “New Year Rescue Plan” Part 2

As a food writer, Wu Lala decisively ran to the store to seek a fair answer when he received an unsatisfactory takeaway. But when he arrived at the store, he found that although his order was not made according to his standards, the owner, the second aunt, had love and kindness that many people today do not have.

Although my second aunt lived a hard life, she was generous in caring for others and once saved a person who was about to commit suicide. On New Year's Eve, the highway was congested due to a traffic accident, and she took the order without hesitation to provide a warm meal for those who could not have a New Year's Eve dinner.

The two short films on Douyin have a strong sense of contrast , which makes people suddenly find a touch of warmth in the tense atmosphere . This may also be what the platform and the director want to express: "Save the New Year atmosphere." In today's world where the New Year atmosphere is fading, this seems to have a wonderful healing effect .

In addition, Douyin also launched the New Year Live Broadcast Season during the New Year period, sharing happiness with everyone through a month-long live broadcast program.

4. Kuaishou: Let merchants and users celebrate together

Kuaishou has a long propaganda front this time. As early as the beginning of December last year, it held the Kuaishou 2023 Kuaishou E-commerce New Year Goods Festival Merchant Conference with the theme of "Quality New Year Goods, Winning the New Year", deeply analyzing the marketing methods of the New Year Goods Festival. It also released a short film to tell the dedication and efforts of merchants in the New Year Goods Festival.

Kuaishou "My New Year's Goods Are Always Open"

The short film shows how busy merchants of different categories are during the New Year Goods Festival, and how they strictly control logistics and quality. Whether it is boxes of neatly arranged fresh fruits or clothing manufacturers packing all night long, only the New Year goods without samples can allow foreigners to buy hometown goods.

This short video from Kuaishou shows the hard work of millions of Kuaishou merchants behind each order, building a bridge of communication between merchants and consumers . It also shows that Kuaishou, as a short video and e-commerce platform, encourages e-commerce people to satisfy consumers at the same time .

At the end of December last year, Kuaishou released a heartwarming short film "The Fourth Year", with Li Fei'er, the Tianshi baby on CCTV News, as the protagonist, showing the significance of Kuaishou New Year Festival to an ordinary family.

Kuaishou "The Fourth Year"

Fei'er's father said that she grew up in a magic box, and her father's takeaway box was the source of the family's financial security. Later, this magic box not only contained Fei'er, but also brought the opportunity to reunite with her family and countless gifts.

And now, this magic box has been given as a gift from his father to many people, bringing them joy and warmth during the New Year.

This short film tells people's expectations for New Year's goods from a child's perspective , resonates with users with a heartwarming story, and also shows the rapid development of Kuaishou e-commerce . It allows merchants with ordinary families to obtain a source of income, while also serving more consumers.

In addition, Kuaishou has teamed up with the Communist Youth League to launch the China Youth New Year Festival, using the power of Chinese youth to help rural revitalization. This not only has official endorsement, but also demonstrates the platform's sense of social responsibility .

Kuaishou China Youth New Year Goods Festival poster

After looking at the New Year shopping festival ideas of these e-commerce platforms, which one do you think has the strongest New Year flavor? Come to the comment section and tell TOP!

Author: TOP Jun

Source: TopMarketing (ID: TMarketing), when it comes to Marketing, Top is a belief - TopMarketing.