Turning one Lunar New Year promotion into a continuing path from product discovery to store visits.把一次年货节，做成从内容种草到电商进店的持续增长链路
A year-round system in which shopping-festival content, Spring Festival storytelling, and always-on media each performed a distinct growth role.以年货节、春节内容与常态信息流，连接家庭情感、精准人群和多平台店铺。
CASE 53案例 53
Company project materials; public release is subject to client authorization and verification of commerce results.公司在册项目材料
Company project materials; public release is subject to client authorization and verification of commerce results. Images and client identifiers are used only within the applicable project-rights boundary.公司在册项目材料。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
The Lunar New Year shopping period required fast product explanation, Spring Festival content required a credible family emotion, and always-on media needed to direct relevant audiences to different stores. Treating each request as a separate campaign would reset the growth logic every time.年货节需要快速解释产品，春节需要表达团圆情绪，常态投放则需要稳定把合适的人带到不同店铺。
02
The decisive insight关键洞察
The three workstreams could perform complementary roles: milestone video and key visuals establish product understanding; Spring Festival stories build family affinity; targeted media converts audience and purchase signals into store visits.明通将项目分成三种角色： 节点视频与 KV 建立产品认知； 春节内容建立家庭情感与品牌好感； 精准信息流根据人群与购买行为承接进店。 这样，品牌内容不是投放的装饰，投放也不是内容结束后的流量采购。
03
The core idea核心创意
Connect seasonal storytelling and always-on acquisition so content becomes more than decoration for media, and media becomes more than traffic bought after the creative work ends.用一个清楚、可识别、可延展的创意主张，统一内容、媒介、体验与后续承接。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
年货节：用短内容迅速解释“为什么现在买”
02
春节：把产品放进“在一起，才是团圆”
03
常态信息流：把兴趣变成进店
01
Used short-form Lunar New Year shopping content to explain why the product was worth buying at that moment.
02
Placed the product within a Spring Festival expression centered on the idea that reunion means being together.
03
Used audience interests and purchase behavior to route always-on media toward the most relevant e-commerce stores.
04
Kept the strategic direction consistent while adapting expression to each holiday, product, audience, and platform.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
明通能在长期合作中保持策略一致，同时根据节日、产品、人群与平台调整表达。
02
我们把电商增长看成持续系统，而不是每个节点重新开始。
01
The recorded work links product explanation, family storytelling, targeted distribution, and store-entry paths as a continuing e-commerce system.
02
Any store traffic, conversion, or sales results require client authorization and source-level verification.
What this proves它证明什么
Why this case matters案例价值
Company materials document distinct roles for seasonal creative, emotional brand content, targeted media, and multi-store traffic routing.这个案例展示了明通如何围绕“让每个电商节点都为下一次增长积累”，把判断、创意与执行连接为一条可说明、可复盘的项目路径。
Meantime avoided repetitive spec repetition over six months. Instead, it leveraged authentic usage experiences, scenario-driven content, and native platform expressions to keep Vatti visible in consumer searches regarding purchase decisions, selection criteria, and value assessment.明通不把产品参数重复六个月，而是用真实使用体验、场景化内容与平台原生表达，让华帝在“买什么、怎么选、值不值”的搜索与讨论中持续出现。
华帝品牌增长与年度传播内容与体验激活
VattiBrand growth and annual communicationContent and experience activation
