Since the launch of “2022 national online New Year’s festival” (hereinafter referred to as “New Year’s festival”) on January 10, Shandong Provincial Department of Commerce has taken “good Shandong Jiawei New Year’s goods” as the theme, focusing on the eight fields of “New Year’s clothes”, “new year’s flavor”, “New Year’s drink”, “New Year’s fun”, “New Year’s appearance”, “New Year’s favorite”, “foreign trade optimization” and “good things from the source” By means of platform empowerment, financial assistance and media drainage, we have actively organized and carried out various activities, showing the characteristics of many highlights, real content, sufficient discounts and strong atmosphere, and achieved remarkable results, making a good start and step for this year’s consumption promotion, and contributing to the success of consumption in the first quarter.
Bright spots of linkage in the whole province
Shandong Provincial Department of Commerce attaches great importance to early deployment, early arrangement and early mobilization. In December 2021, it issued a notice to 16 cities, held online training meetings with the help of “cloud platform”, and mobilized cities to plan and launch rich and colorful matching activities in combination with local industrial advantages and Provincial Department activity resources, so as to form a working pattern of resonance with the same frequency, force in the same direction and synchronous promotion throughout the province.
Ji’nan tiktok Co tiktok with “Ji’nan in winter”, Go tiktok challenge, to create a hot topic, to display the Ji’nan characteristics of high-quality products with short video, help tap the potential of consumption.
Qingdao held the live broadcast of e-commerce of commodities with national characteristics of SCO and the online exhibition and sales activities of Qingdao Shanghai Cooperation Demonstration Zone. The activities gather more than 1500 commodity products from SCO countries, and sell them through box, live, Taobao live, live pig live, and tiktok. Carry out the live broadcast and delivery activities of SCO ambassadors to China, with the participation of 13 countries and 8 envoys entering the live broadcast room to interact with consumers; Relying on the platform of shaking, the upper shelves sell more than 100 commodities of 6 tiktok countries, and 15 live goods special venues have been arranged since January 10th.
Zibo organized more than 40 e-commerce enterprises to participate in the activity with the theme of “good Zibo · Zibo with flavor”. The commodities covered time-honored products, wines, characteristics Shenzhen Agricultural Products Group Co.Ltd(000061) and a total of more than 500.
Tengzhou City focuses on the key categories of new year goods and organically combines the famous and special products of Tengzhou with the local wechat mall and e-commerce platform, so that people can buy reassuring new year goods at home.
Xintai organized 300 enterprises and 850 kinds of specialty products to participate in the live broadcasting and delivery, with an estimated sales of 60 million yuan. Organize and hold the “Rural Revitalization live broadcast competition”, and select 10 of the top ten people with goods and 10 excellent anchors of the year.
Guanxian county held the first e-commerce annual goods through train activity of “good tasting Guanxian · happy New Year”, organized the linkage of 18 townships (streets) Wuxi Online Offline Communication Information Technology Co.Ltd(300959) in the county, and built a “one-stop” annual goods shopping platform.
Platform empowerment to enhance effectiveness
During the festival, major e-commerce platforms focused on consumption scenes such as handling new year goods and giving new year gifts, deeply participated in various online promotion activities, formed a deep series marketing mode of multi-point force, multi-frequency exposure and multi-channel layout, and fully enabled local enterprises in Shandong to enrich the supply of new year goods market.
Alibaba has set up the theme of “gathering Shandong” at the head of the main venue of the new year goods festival of jucost-effective channel to promote high-quality industrial belt commodities such as Shandong cuisine, Shandong manufacturing, Shandong beauty and Shandong trend to users of the whole network; The “Shandong source good things Festival” was opened on Taobao live channel to gather advantageous commodities and businesses in Shandong to carry out e-commerce live broadcasting and guide consumption.
Jd.com has set up the link of “haopin Shandong Jiawei new year goods” in the core sections of the mall, such as the opening screen advertisement, home page focus, information bulletin board and exclusive channel, so as to reach users inside and outside the station with high frequency. At the same time, with the help of the provincial youth live e-commerce competition, jd.com carries out live broadcasting and goods delivery in jd.com. For the “must buy 100 Shandong good new year goods”, launch the exclusive “Qilu specialty Beijing delicious” floor, so that consumers can enjoy high-quality goods in Shandong.
Tiktok, special purchases for the Spring Festival special purchases for the Spring Festival tiktok Festival, special purchases for the Spring Festival, Shandong, Jiaqing new year, 2022 annual online Festival, through the live broadcast, short videos, etc., to enable users to shake their voices, “enjoy their eyes, enjoy their happiness, and enjoy their happiness”. Meanwhile, special purchases for the Spring Festival customized tiktok live area were set up, and the key items of the year of the tiger were selected from the master’s live room to enhance the brand exposure rate.
Meituan set up the home page of the festival to create Spring Festival scenes such as hoarding goods for rejuvenation, returning gifts and family reunion dinner. On the first day of the festival, meituan launched theme activities such as “Laba new year flavor” and “Nianhuo Street”, and issued limited discounts and up discounts to improve the per capita sales volume and purchase rate.
Special purchases for the Spring Festival Kwai Kwai Festival special purchases for the Spring Festival special purchases for the Spring Festival in Shandong are carried out by the fast track operators. The annual training is supported by the directional flow. In addition, the “quick training meeting” is held on line training in the light of the needs of the merchants during the annual festival. The training contents mainly include platform operation skills, case analysis and sharing of experience in the live broadcast and cargo distribution. The key to solve the practical problems is to solve the problem of training in Linyi.
Suning.Com Co.Ltd(002024) with the theme of “go to Suning.Com Co.Ltd(002024) , celebrate the new year with the new year”, focus on household appliances, home decoration and 3C categories, integrate the advantages of Wuxi Online Offline Communication Information Technology Co.Ltd(300959) channels, launch the activity of “New Year’s products exploration”, and invite 1000 “New Year’s products exploration officials” such as brand representatives, Daren V and gold medal shopping guides to recommend novel New Year’s products to consumers by means of short video + live broadcast.
Shandong Radio and television station held a large-scale live delivery activity of the new year’s Carnival, set up an urban live broadcasting room at the lightning news client, and invited well-known hosts, featured people and businesses to display Shandong new year’s products through live broadcasting and short videos, explain purchasing skills and enhance users’ sense of trust.
Financial help to enjoy benefits
UnionPay “cloud flash payment” formulates preferential rules, and sets up a “online Lu coupon” zone on the home page of “cloud flash payment”. Consumers can buy coupons such as “1 yuan for 5 yuan and 1 yuan for 10 yuan” and use them on e-commerce platforms such as jd.com, pinduoduo and vipshop; On Taobao, pinduoduo and other platforms, preferential measures such as “5 yuan Taobao coupon reduction” and “surprise in the new year” were launched; For the local e-commerce platforms in the province, the “random reduction” shopping preferential measures for purchasing goods are launched to integrate the benefits into the promotion activities of the new year’s goods Festival. Shandong UnionPay also set up a special area for the annual goods Festival on the home page of cloud flash payment, actively connected with the access of local e-commerce platforms, expanded sales channels for local e-commerce, and provided subsidies and payment operation services.
Media drainage creates an atmosphere
Special purchases for the Spring Festival special purchases for the Spring Festival were held in Shandong province commerce department, tiktok Festival, 100 fine Shandong New Year’s products, short video contest, two selected products, Taobao jewelry and beauty industry training. Shandong Radio and television station invited well-known hosts to shoot and produce public welfare films for the new year’s goods Festival and publicize them through multiple channels; Special events will be launched in lightning news and qilu.com, and relevant activities will be summarized and displayed in the form of graphics and video. Among them, in the selection of “must buy 100 Shandong good new year goods”, cities and associations submitted more than 220 participating commodities, and netizens voted more than 100 million in total. According to statistics, up to now, 664 tiktok short video games have uploaded the works, and the volume has exceeded 120 million times. More than 60000 Shandong merchants participated in the festival, covering nearly 200000 good goods from Shandong origin.
