Editor’s Note
This article explores the rise of integrated online-to-offline shopping models, exemplified by Douyin’s campaign. It highlights a consumer trend where securing deals digitally complements the physical retail experience, particularly for seasonal purchases.
As the Spring Festival approaches, Douyin Life Services has meticulously crafted the “Super Savings New Year Shopping Festival,” sparking a consumption boom for stocking up on New Year goods by locking in deals online and enjoying the experience offline. From celebrities and influencers sharing new ideas for “group-buy first, shop later” New Year shopping, to users spontaneously joining discussions on tips and strategies for stocking up, the festival brings together four major categories: daily supermarkets, comprehensive shopping malls, jewelry, and apparel & accessories. It activates omni-channel retail consumption vitality through a one-stop shopping experience of “online discovery + online group buying + offline experience,” seamlessly blending affordability with festive spirit.
Therefore, the “Super Savings New Year Shopping Festival” closely follows user demand, focusing on these four major consumer categories. It activates multi-category consumption enthusiasm through the “online group buys, offline shopping” model, allowing users to lock in discounts in advance with online group-buy coupon packs. The linkage between online and offline scenarios creates an immersive shopping experience, enabling users to stock up worry-free and enjoy the festive atmosphere more fully.
Supermarkets are crucial venues for New Year stockpiling. This year, one can first stock up on substantial discount coupons online and then spend less money to gather all essential New Year goods at offline supermarkets. To adapt to changes in user stocking habits, Metro integrated offline stores with online live streams, setting up Douyin group-buy verification zones in physical stores to create a Spring Festival stocking atmosphere across all scenarios. For hot-selling items like cherries, premium baijiu, and king crab, corresponding group-buy offers were launched, complemented by store broadcasts and regular influencer matrix live streams, stimulating user purchase intent. This ultimately achieved influencer-driven GMV exceeding 30 million RMB and sales of the hit product cherries surpassing 85 million RMB.
As a happy destination for holiday leisure and family gatherings, shopping malls are also a must-visit during the Spring Festival. Many comprehensive mall merchants have tried partnering with Douyin Life Services to build an omni-channel business network to meet consumers’ growing demand for one-stop shopping. Taking Tianhong Digital Technology as an example, Tianhong integrated headquarters, regional offices, stores, professionals, and influencers to create a special Douyin New Year Shopping Festival event. On one hand, it leveraged入驻 merchants to optimize product supply, linking with the mall’s “Shan Hai Jing” IP to create hit product portfolios. On the other hand, it launched category-specific live streams and coupons to satisfy users’ offline demand for “affordable” stockpiling. During the event, hundreds of live streams with over 100,000 viewers and dozens with million-level viewership were completed, with payment GMV exceeding 100 million RMB.
This Spring Festival coincides with Valentine’s Day, doubling the gifting demand for categories like gold and jewelry. Horse Year limited-edition gold jewelry and New Year luck-bringing style accessories have become consumers’ top choices for New Year jewelry. With rising gold prices, investment gold, which is both respectable and value-preserving, has also become this year’s New Year goods “dark horse.” A massive number of jewelry brand merchants launched hit products related to auspicious meanings like “good luck” and “attracting fortune,” and collaborated with知名 celebrities and top streamers for special live stream福利 during the festival and Valentine’s Day, leveraging gifting, personal use, and investment needs. Mingpai Jewelry,紧跟 user consumption trends, also launched new items like “Little Rich Horse” suitable for gifting and self-indulgence, and collaborated with host A Zhe to create a news cross-talk玩法, igniting a major New Year stockpiling live stream with GMV突破 100 million RMB.
Buying new clothes for the New Year is another way to feel the festive atmosphere each year. HEA capitalized on the peak demand for Spring Festival apparel, creating a themed event centered on “Lingnan Lion Dance, connecting with the Horse Year.” Grasping the platform’s core logic of “content引流, live stream conversion,” it提前布局 by launching spring clothing items in local life live streams to release trendy outfits. On the other hand, it推出新春限时福利 and exclusive promotion mechanisms for main products to stimulate user purchase intent, achieving resonance between the “demand爆发期” and “marketing发力期.” The event brought over 200 million RMB in business growth. JNBY leveraged the “new clothes for New Year” mindset, collaborating with fashion influencers to initiate the topic #MyNewYearQualityOutfitIsReady. Through “regional accounts + store accounts (small/medium场) + celebrity stylist (large场)” live streams, it activated closed-loop transactions via the “see-search-buy”链路. During the event, payment GMV increased by 125% month-over-month, and coupon verification increased by 302% month-over-month.
Currently, young people have become the main force in Spring Festival consumption, adding many youthful new expressions to traditional customs. Douyin Life Services targeted the popular IP—Capybara Tun Kaka—combining it with the characteristics of the four major categories (supermarkets, malls, jewelry, apparel) to convey cute and fun festive vibes. Must-buy lists and category posters used youthful expressions like “stock up like a豚, be a little吸金 expert” to deepen user认知 of the “group-buy first, shop later” mentality.
This “Super Savings New Year Shopping Festival” also held three star pop-up events and one “Stock Up Fortune Market” offline, strengthening the festive atmosphere through diverse offline events and converting online热度 into real消费力. The three pop-up events were held at Intime Department Store, Dayang Department Store, and Tianhong Shopping Mall in Hangzhou and Wuhan, inviting颜值 stars Wang Nan Tyler, Li Xikan, and Ren Yinsong as “New Year shopping buddies” to interact, play games, send New Year blessings, and share their favorite New Year goods, allowing the audience to experience the joy of shopping for New Year goods and偶遇明星 idols! The后备箱 “Stock Up Fortune Market” at Hangzhou Intime Department Store attracted路人围观 and participation through festive现场布置 and novel stamp collection activities.
Seizing the opportunity of Spring Festival consumption, Douyin Life Services’ “Super Savings New Year Shopping Festival”深入细分消费场景, creating a “online group buys, offline shopping” consumption path, and collaborating with明星达人 to produce discovery content for心智转化. After stimulating user purchase诉求, it承接 with专场直播 and group-buy coupons,打通 the集中消费闭环 from seeing to buying, transforming New Year stockpiling from a “task” into an “enjoyment” and upgrading retail from “selling goods” to “providing service.” Users参与其中, genuinely feeling省心省钱 and热闹; merchants leveraged the trend to integrate online and offline channels, increasing revenue and efficiency, achieving dual growth in流量 and transactions.
