How to seize the Spring Festival marketing opportunities when people stay at home to celebrate the New Year?

The Spring Festival is approaching, and Spring Festival marketing is about to reach its peak.

A few days ago, a screenshot went viral, which also illustrates the strong tension:

One of the biggest differences during this year's Spring Festival is that due to epidemic prevention and control, many people will choose to celebrate the New Year at home .

Who can seize this opportunity depends on who can quickly adjust the Spring Festival marketing strategy.

Uncle has seen that the e-commerce platform with the most sensitive sense of smell has already taken action, and today I will share a case.

Before talking about the case, let’s discuss a topic first: What are the differences in user needs when celebrating the New Year at home or going back home?

I think at least three consumption scenarios have changed:

1. The scene of buying New Year’s goods.

When I go home for the Chinese New Year, I always go to the farmers’ market with my parents to buy New Year’s goods. If you spend the New Year at home, you can only purchase New Year’s goods for your family remotely through online shopping and mail delivery. Although e-commerce platforms are open during the Spring Festival every year, the speed of logistics is indeed worrying. What can you do if you buy something and it cannot be delivered to your home?

2. Entertainment scenes.

When going home for the New Year, the biggest entertainment is visiting relatives and friends. Whether it is a dinner party or playing mahjong, it is mainly about reuniting with relatives and friends. If you spend the New Year where you are and cannot go back to your hometown, you will most likely have to stay at home. How can you celebrate the Spring Festival alone?

3. The scene of eating New Year’s Eve dinner.

This may be different between the north and the south. When I go home for the New Year, especially on New Year’s Eve and the first day of the New Year, the restaurant in my uncle’s hometown is basically empty. Everyone basically eats at home, especially on New Year’s Eve. We finish a meal of dumplings early and wait to watch the Spring Festival Gala.

Since you are spending the New Year at home and won’t be able to eat dumplings with your family, your most likely choice is to make an appointment with a few colleagues or friends who also didn’t go home, find a restaurant outside, and have a big meal!

How to respond to these changes in consumption scenarios?

The uncle saw that Juhuasuan’s response speed was quite fast.

1. Emotional connection in TV commercials prioritizes humor

After watching this video, the part I like most is the trilogy of "forcing marriage" by the aunts and uncles:

It felt so good to fill their mouths with cheap and delicious fruits at that moment.

The uncle is not going back to his hometown for the Spring Festival this year. He is preparing to buy some New Year's goods online and send them back home. The emotion conveyed by his mother's words "Don't spend money indiscriminately" is very, very real. The two videos together just cover two groups of people: those who celebrate the New Year where they are and those who go home to celebrate the New Year.

2. Spring Festival promotions are fully shifting to "staying at home"

Let’s go back to the changes in the three consumption scenarios mentioned by the uncle at the beginning. Juhuasuan will solve them one by one:

1. What should I do if I don’t have enough New Year’s goods? What should I do if the courier fails to deliver? What to do about price increase during the Spring Festival?

In the upcoming "Spring Festival Never Closes" event, Juhuasuan has not only prepared 300,000 New Year's goods, but also big-name merchants are open non-stop, and more than 1,000 kinds of agricultural products are exclusively available at low prices in the country's top 100 industrial belts. Regarding the most critical logistics issue, more than 600 cities across the country are included in the protection scope. The uncle feels that Juhuasuan is showing warm care and attention to users this time, following their needs.

2. How to celebrate the festival when you are alone at home?

Apart from eating and drinking, there is only a lack of entertainment.

Juhuasuan provides a variety of "entertainment" methods for users who stay at home to celebrate the New Year online: online house viewing, online car buying, and even a 1 yuan discount on car and house payments. It can be said that it covers the two "luxurious" items of the New Year. During the New Year Goods Festival, major brands including Chow Tai Seng, DW, Fila, and OLAY were covered. This time, Juhuasuan brought sincere New Year subsidies, with 100,000 authentic brand products as low as 1 yuan. In short, the discounts cover all aspects of consumption, and the 10 billion subsidy routine is further increased during the Spring Festival.

3. How to eat the New Year’s Eve dinner?

This is the most important ritual of the Spring Festival. Celebrating the New Year at home actually gave rise to two waves of people's demand for New Year's Eve dinner: one wave is those who have left their hometowns, and the other wave is the parents in their hometowns. Juhuasuan has launched New Year’s Eve dinner subsidies specifically for these two groups of people, covering more than 25 provinces.

2020 is the last year of the country's poverty alleviation campaign.

The consumption values ​​of Chinese residents are gradually transforming and upgrading, and the national cultural confidence and identity are strengthening. In recent years, many cost-effective domestic brands have risen rapidly, and more young people like to buy special sales. Discounts are no longer synonymous with "low". Discounts represent a mainstream consumption concept of young people towards life. Spending the least money to buy the most cost-effective goods will make them feel happier.

During the special period of the Spring Festival, Juhuasuan actively advocates the concept of rational consumption through the dual efforts of marketing and operations. Under this special "New Year's Day mode of celebrating the New Year at home", while providing convenience for consumers to celebrate the New Year at home, it also conveys the brand value proposition, making "authentic products at low prices" deeply rooted in the hearts of the people.

So the question is, why was Juhuasuan able to seize the opportunity of “celebrating the New Year at home”?

I think there are at least three reasons:

1. The new scenario of “Celebrating the New Year at Home” tests the ability to “turn around”.

The Spring Festival marketing plan must have been planned half a year in advance. As policies change, Juhuasuan has to change its strategy in a timely manner, from TV advertising to operational strategy, and the switch needs to be completed in a very short period of time, which puts a great test on the platform's operational capabilities. As the saying goes, it is difficult to turn a big ship around.

Judging from the materials currently released by Juhuasuan, I think the ability to "turn around" is still good, especially the various New Year's livelihood subsidies that will be launched soon, which take into account the real needs of consumers who stay in their hometowns for the New Year.

2. The focus of Spring Festival marketing is not the intensity of promotion but the temperature.

Everyone is having promotions, so how can you differentiate yourself? During the epidemic, Juhuasuan fulfilled its corporate social responsibility and established "Love to Help Farmers" and "Love to Help Enterprises". As this crucial year for the decisive battle against poverty, Juhuasuan has also made contributions to poverty alleviation and helping farmers.

During the Spring Festival, the policy of celebrating the New Year in the place where you are may disappoint many people who are eager to return home. How can we make up for it? Juhuasuan once again brought out the "10 billion subsidies" and set up promotional nodes for each consumption scenario of spending the New Year at home. This not only helps consumers save money, but also conveys the e-commerce platform's advocacy of rational consumption and care for users, reflecting the warmth of the brand.

3. The value proposition of “rational consumption” resonates with the new era.

Realizing the pursuit of a better life is definitely not about overconsumption. In fact, the country has already taken strong measures to address issues such as food waste and combat this wrong "wasteful" consumption concept. During the Spring Festival, Juhuasuan combined "authentic products at low prices" with rational consumption, endowing it with a rational consumption concept that conforms to the values ​​of the new era, allowing consumers to re-recognize and accept "discounts", which in turn further promoted the release of real domestic demand. This is the brilliance of Juhuasuan's overall strategy.

What other marketing cases of “Celebrating the New Year at Home” have you seen? Feel free to share in the comment section.

Author: Almighty Uncle

Source: Wannengdedashu