We proposed the "Ultimate Fever" concept for Suning, leveraging diverse resources, we integrated popular applications across various network platforms for an ultimate cross-industry collaboration, consolidated offline stores to create fashion-exclusive marketplaces for celebrities. This comprehensive marketing approach amplified the publicity of the 818 Shopping Festival, leading to effective sales conversions through creative strategies on the application.

Online "Ultimate Strategy "

After attracting consumers with different themes, there should also be a set of effective shopping guidance content to guide the conversion of consumer behavior. Therefore, we broke away from the traditional "image plus text" guide model and innovatively adopted 3D technology on the application. Using the fairy tale "Jack and the Beanstalk" as inspiration, we creatively displayed the magic beanstalk in front of users. As they swiped up on their phones, the beanstalk grew, revealing ultimate shopping strategies and promotional activities for each themed day.

Online "Ultimate Cross-border Themes"

Unlike other e-commerce shopping festivals, during the marketing period of Suning's 818 Shopping Festival, we packaged Suning's existing resources into "Reading (in cooperation with Dangdang), Sports (Inter Milan team), Gaming (Hearthstone), Music (Sony Music), and Anime (Rage Comic)" ultimate themed days. We created interactive in-app experiences and themed homepages within the Suning Application. Using elements favored by young people to engage and attract the audience's attention.

Offline "Ultimate Fashion" Celebrity Pop-Up Store

During the 818 period, Suning surprised fashion enthusiast Ouyang Nana by setting up a pop-up store called "Nana's Honey Shop," themed with Nana’s signature on fashion cosmetics, IT products, and accessories at Suning’s offline stores. This initiative attracted a large number of fans. Additionally, a themed day for Ouyang Nana’s Honey Shop was created on the application platform, capturing the attention of young female consumers.

Collaboration with OFO Bike, Carry out the“Ultimate Cross-border”to the end 

During the 818 period, Suning partnered with OFO for a marketing collaboration, using red envelopes to create a marketing entry point. This strategy effectively infiltrated consumers' daily commutes with the "Ultimate Fever" marketing theme.

Marketing Effectiveness of the 818 Fever Shopping Festival

According to Suning Group statistics, nearly 90% of consumers chose to place orders via mobile devices. Online sales increased by 263%, offline sales by 107%, and the topic #Suning 818 Fever Shopping Festival" garnered 122,000 discussions and 69.96 million views.