A comprehensive review of brand marketing during the Lunar New Year Festival | Tmall, JD.com, Suning, Vipshop, and NetEase Yanxuan

Having survived Double 11 and Double 12, it’s time to ruthlessly “spend money” at the end of the year, this time for my family.

As the Spring Festival gets closer, the festive atmosphere becomes stronger. Supermarkets are all prepared to deal with people's crazy rush to buy New Year's goods. So what tricks will e-commerce brands use during the New Year's Goods Festival to make you feel at ease when buying?

Is it a crazy discount? Limited time sale? Or use the heart-touching video to influence you? Wonderful poster attracts you?

Then let’s take a look at what big moves these e-commerce brands such as Tmall , JD.com , Suning , Vipshop , and NetEase Yanxuan have!

1. Tmall - Let your thoughts reach your home first

Tmall’s New Year Goods Festival and Ergeng jointly launched Tmall advertising gifts: "The Best Arrangement", "Amnesia", "Mahjong Table Detective", "She Knows", "Bring the Good Things Home in the New Year", and "Daughter's Thoughts". Each one highlights the little thoughts of love. Do you understand?

Using data from Tmall, we can tell people that those who are away from home are increasingly concerned about their families. In order to make the New Year more festive, several sets of animated posters and warm-up posters were also launched.

01 Mahjong Table Detective

(Video duration: 3′17″)

02 “Behind every search, there is a longing”

This is a video version of an H5, and also a heartwarming animated short. Through the sliding trajectory of the "Sugar Heart Ball", the search keywords and order data from 2017 are strung together. It is worth mentioning that the keywords searched around "home" express the longing for family.

(Video duration: 1′22″)

03 Time-honored brand animated poster

04 How to survive a boring year GIF poster

After buying and eating the New Year’s goods, I’m afraid you will be too bored during the New Year period, so I’ve come up with a guide. Would you like to try these “bad ideas”?

05 Calendar Poster

Does this set of different New Year’s Festival calendar warm-up posters catch your eye?

2. Suning - Suning is the place for New Year's goods

Suning also released 5 videos during the New Year Goods Festival, and selected two of them for everyone to enjoy. Like Tmall, there is also a video about "Mahjong". I wonder which one you like better?

Each video shows that Suning is worried about when you will go home, whether you will go home, and what gifts you will bring to your family...

In order to make the New Year Goods Festival more exciting, Suning also invited Yang Yang to buy New Year goods together; in order to let you not worry about New Year goods, Suning Logistics will not close!

01 How can you win in style when playing Mahjong?

(Video length: 46″)

02 The Chinese New Year begins when you decide to go home

(Video duration: 3′52″)

03 #Spring Festival is open, let love come home quickly# poster

Suning Logistics is worried that it will be inconvenient for you to buy things during the Spring Festival, so it plans to take care of all your needs during the Spring Festival!

3. JD.com - Buying New Year gifts for a prosperous New Year is definitely the best choice.

JD.com provides one-stop service to ensure that you can return home smoothly. The video jointly produced by JD.com Home Appliances and Ergeng conveys that even if you are unable to go home for the New Year, you can still buy some New Year's goods for your home; and JD.com Supermarket, like Tmall, can also sell New Year's goods from time-honored brands; JD.com Fresh has prepared all the fresh food recipes for the New Year's Eve dinner for you. Don't you think it's thoughtful?

01 A warm return home

(Video duration: 3′54″)

02 Chinese time-honored brand poster

What are you planning to buy for the New Year? Would you buy these New Year’s products from time-honored brands?

03 Fresh Food Poster

Since we are buying New Year’s goods, we should also prepare the New Year’s Eve dinner. Are you envious when you see the poster of JD Fresh?

4. Vipshop - Happiness is being together

Vipshop released a micro -film "Happiness Is Once Again" and a poster about New Year customs for the New Year Festival.

The parents in the video quietly made many changes so that their children could stay at home for a few more days. Starting from applying for broadband, setting up WiFi, spending a lot of money to buy a high-definition TV... every little detail makes people feel very appropriate, and shows all the "big things" that parents silently pay behind the scenes, which makes people feel very warm. And in the end, just one sentence, "Bring love and New Year's goods home early this Spring Festival," was very thoughtful.

01 Happiness is being together

(Video duration: 4′40″)

02 Annual Examination Poster

How much do you know about the customs of the Spring Festival? Let’s try the New Year Customs Test!

5. NetEase Yanxuan - Taste is a time machine

With the New Year approaching, NetEase Yanxuan, contrary to its usual practice, did not ask you to go shopping. Instead, it invited the gold medal TV program producer Wang Weizhong to listen to his stories about taste.

He said, "Taste is a time machine." When you are working or studying in a different place, if you can eat a bite of hometown food, you will find that your thoughts will be evoked by the little things in your hometown.

The New Year is coming soon, bring some New Year’s goods home and reminisce about the taste.

01 Taste is a time machine

(Video duration: 2′06″)

Can you still handle the e-commerce companies’ big moves for New Year’s goods? Is your shopping cart full?

Bring some New Year’s goods home and spend a happy New Year with your family and friends!

The author of this article is @Shuying.com and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century