Kandiantong: Singles' Day and 618 campaign pages can be prepared early
Holiday marketing is a merchant's most important burst of traffic and sales in the year. Grasp what each holiday is about and what users need, and design a marketing play for it. That often produces a burst of GMV and user growth in a short time. This article explains marketing strategy for the key holidays of the year.
Chinese New Year marketing
The theme of Chinese New Year marketing is reunion, festivity, and a new start. Core plays include a New Year goods feature that builds a "New Year goods market" zone gathering food, gifts, and decorations. You can also run collect-five-blessings, a red-packet rain, and a New Year limited gift box, plus a lucky draw for a strong opening on the first day of the lunar year. On timing: in the early twelfth lunar month, publish the New Year goods preview and list the goods; at Little New Year, open the New Year goods promotion and increase spend-and-save; from New Year's Eve through the seventh day, run a red-packet rain and limited-time flash sales; on the fifteenth of the first lunar month, run a Lantern Festival session.
Valentine's Day and Women's Day
The theme for Valentine's Day and Qixi is love, romance, and gifts. You can launch couple products, buy-one-get-one or bundle offers, a confession blind box, a heart group buy, and a draw for people who post about their relationship. Suitable products include flowers, chocolate, perfume, and jewelry, plus couple outfits, couple cups, and couple phone cases. The theme of Women's Day on 8 March is women's strength, treating yourself, and beauty with confidence. A women-only discount can be 50% to 80% of the original price on women's products across the store. You can also run a friends group buy, a free trial, and a beauty check-in. For professional women, recommend clothing and accessories. For mothers, recommend parent-child and mother-and-baby products. For young women, recommend beauty and fashion items.
618 and Double 11
The theme of 618, Double 11, and Double 12 is the lowest price of the year, and a mid-year or year-end promotion. Core plays include presale with an expanded deposit, for example a deposit of 50 yuan counts as 100; spend-and-save and spend-and-gift, for example 50 off 300, or a gift on 500; plus cross-store spend-and-save, a limited flash sale on the hour every day, a live session, and a timed red-packet grab. Take Double 11 as an example: on 20 October open presale and collect deposits; on 1 November pay the balance on those deposits; on 11 November the sale officially opens; from 12 to 15 November run a return session. On operations, stock up in advance, with inventory at least 5 to 10 times the usual level, expand server capacity, add customer service, line up carriers in advance, and prepare an after-sales plan.
Source: https://www.kandiantong.com/support/marketing/festival-marketing.html