90% of the business is essentially a traffic business. In terms of traffic acquisition, many businesses are facing traffic dilemmas such as expensive traffic, difficult conversion, and poor effect, and the emergence of the Douyin e-commerce festival alliance plan, with the help of a win-win marketing model, helps to achieve common success by combining the resources of both parties. During the New Year's Festival, Douyin's e-commerce festival alliance plan is upgraded, and 3.3 billion festival coins will be issued to help the business development of brand merchants.
For brand merchants, the Douyin e-commerce festival alliance plan can achieve a win-win situation for both parties. Brands can carry out cross-border co-creation based on their own marketing resources (including but not limited to offline activities, celebrities, etc.) or customized marketing plans to achieve first-class and drainage efforts. The standard media resources of the brand include elevators, transportation hub resources (high-speed rail, airports), subways, outdoor large screens, shopping mall LEDs, TV TVCs, cinemas, buses, 0TV, online digital media, etc. Self-owned resources include social (Weibo, **, Xiaohongshu, etc.), products, gift box packaging, etc., through cooperation, the off-site advertising will be embedded in Douyin e-commerce visual materials or directed to Douyin**, you can exchange the corresponding value of Douyin site traffic.
The traffic resources in the Douyin station include regular resources such as open screen, top view, and top live, search resources such as regular products, electronic products, and live broadcast products, as well as Douyin resources such as guess you like banner, search sug words & shading words, channel resources, etc. Resource exchange to promote the platform and brand to achieve a win-win situation.
Example of return to the picture - Li Ning brand New Year Festival Weibo advertising.
In the exchange mode, there are offline stores (which can be cooperated throughout the year) and gift box cooperation (New Year's Festival investment), which provides brand merchants with more abundant resources and drives business explosion with rich traffic. For brands that have stores under **, they can lay atmosphere materials in the non-standard field of the stores according to the delivery requirements, and get a certain proportion of Qianchuan return red envelopes, which will be subsidized to merchants in the form of reimbursement. In addition, during the New Year's Festival, brand merchants will add Douyin e-commerce atmosphere materials to the product gift box, and the platform will give a certain proportion of Qianchuan consumption red envelopes according to the type of resources and visual presentation. It is understood that FILA selected 200 offline stores and laid Douyin e-commerce materials for 19 days, helping the brand's official Douyin store to obtain 4 million ** offline and redeem it for 400,000 yuan in red envelopes for Jiemeng Qianchuan; During the New Year's Festival, Wolong cooperated with Douyin Music Note with product packaging, and the number of product gift boxes sold on Douyin** live broadcast reached 200,000 pieces.
It is reported that as of January 24, there were 150 cooperative brands in the New Year's Festival, reaching **219400 million, 2.18 million advertising spaces, in exchange for 6.3 billion publications. It can be seen that the festival alliance plan is welcomed by the majority of merchant brands, and it has indeed brought more benefits to business increment.