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“first weekend without the “weekend sale”, miss it.”

this summer, some young people have unknowingly developed a new habit - every friday, saturday and sunday,open tiktok and search for "weekend big sale", unlock half-price products and arrange a more diverse and cost-effective "physical and mental vacation" for yourself.

from eating to playing, from themed live broadcasts to reaching people, from card collection draws to topic atmosphere... from july 12 to august 25, douyin's life service "weekend big sale" cooperated with more than 20 big-name merchants such as kfc, hema, chimelong resort, and juneyao airlines, covering all types of consumption scenarios of "eating, playing, shopping, buying and living", driving the growth of the total merchandise transaction volume of more than 460 million yuan, and the overall exposure exceeded 5 billion.

using weekend as a marketing keyword is nothing new. how did douyin’s lifestyle service “weekend big sale” win favor and create growth?because of the "weekend discounts", this generation of young people have achieved "a short holiday and a big discount":the weekend is just around the corner.you can buy something immediately after seeing it, and it is different every week, which brings you the joy of "ordering at will";the summer heat continues to rise.themed live broadcast rooms, card collection and bonus draws, and many "summer limited" experiences;the long-awaited holiday,plan ahead, create a strong content atmosphere, and still have the mentality of "repurchase".

01 weekend holidays, brands lower prices, provide instant gratification

“instead of complaining about not having enough time on the weekend, why not start enjoying it early from friday?” douyin’s lifestyle service “weekend big sale” and young people who love weekends start holiday mode early on friday, operating continuously for three days every friday, saturday and sunday to explore possibilities far beyond 48 hours.

after a whole week of high-intensity work, this generation of young people does not have to start from scratch to think about "how to start a good weekend". they can directly enter the "weekend big sale" and "half-price zone" to encounter a rich and diverse "weekend good choices": rush tooffline supermarkets such as hemalet's go shopping for food, grab a half-price australian wagyu beef roll, and have a steaming hot pot to drive away the week's fatigue; invite friends to citywalk for a walk and eat,manmi yogurtyou can also share a variety of popular food and beverage items at half price, or take your family to the theme park.chimelong"buy one get one free" double tickets sold nearly 45,000 sets...it’s the weekend and brands are offering discounts. the “weekend big sale” has specially put 21 half-price items on the shelves, generating a transaction volume of over 51.1 million, helping young people “have fun and save money”.

more importantly, because it is only available on fridays, saturdays and sundays,"weekend big sales" have instead facilitated the instant gratification of young people: "i'm attracted to something as soon as i see it, and i'm happy as soon as i buy it," and helped businesses gain instant growth.with the weekend just around the corner, young people can quickly clarify their needs and shorten the decision-making chain by relying on the abundant supply of "weekend big sale". they are attracted by the products on friday and redeem them on the weekend. they can not only get the immediate pleasure of consumption, but also avoid the embarrassment of hoarding coupons and forgetting to use them. "weekend big sale" uses the weekend as an invisible deadline, pushing young people to complete the entire process of "seeking - placing orders - going to the store - feedback" within 72 hours, so that merchants can quickly convert sales into real performance growth.

02 card collection draw, themed pallets, inspire summer excitement

the reason why "weekend big sale" was launched in july and august is that it takes into account the consumption vitality that bursts out during the summer vacation. the activity segments the target groups, polishes more attractive interactive gameplay, and launches more demand-oriented themed products, using the weekend to leverage the entire summer's food, entertainment, shopping, shopping and accommodation.

during the "weekend big sale", enter the "lottery to win gifts" section at the main venue of the event, and you can randomly draw any card face from the "week", "weekend", "big", "release" or "price" categories to share more than 550,000 1 yuan, 7 yuan, and 10 yuan vouchers. completing tasks such as following cooperating merchants and sharing with friends can increase your chances of collecting extra cards in the lottery. collect all the card faces and you will have a chance to combine and draw the ultimate grand prize of 100 yuan in large vouchers.with the help of the gamified card collection and lottery mechanism, nearly 2 million users were motivated to participate, with a total interaction of more than 5.5 million times. the event not only distributed benefits to users, but also helped brands to accurately reach the target group and expand the fan base through simple tasks with almost zero threshold.

summer vacation is the peak consumption season for students and families. the "weekend big sale" takes theme parks as the core scene to help boost summer travel.during the entire event, "weekend big sale" will cooperate with landmark theme parks in different regions every week to provide users with diverse travel options for local tours, surrounding tours, long-distance tours and other different travel needs.

of course, it is more important for merchants to highlight their characteristics. landmark theme parks have launched theme live broadcasts in conjunction with "weekend big sale", seizing important nodes such as anniversaries and festivals to fully highlight their differentiated advantages, match special ticket shelves, and grab customers.。chimelong resortthe "35th anniversary celebration" was launched, and the brand account matrix was launched. during the event, the payment continued to break the peak, with a single-day payment exceeding 26 million. the overall payment during the event week increased by 141% month-on-month, and it continued to top the daily accommodation list, daily travel list, and daily total list.qingdao polar ocean parkwe planned the "whale calling music festival" and extended the live broadcast to 7 am and 24 pm. at the same time, we launched welfare products such as student discount tickets, night adult tickets, and double discount tickets. the live broadcast duration increased by 117% month-on-month, and the live broadcast payment increased by 367% month-on-month.quanzhou eurofortthe 499 yuan double ticket is on sale, allowing guests to enjoy 7 theme halls, 8 performances, and 9 amusement facilities, maximizing the cost-effectiveness of summer travel. the transaction volume in douyin's live broadcast room exceeded one million for three consecutive days, and the transaction volume in a single weekend exceeded 6.6 million, an increase of 500% month-on-month.

"weekend big sale" grasps the rigid needs of students and parents and children, strongly promotes theme park consumption scenarios during the summer vacation, concentrates marketing resources on weekends, and continues to stimulate excitement.on the one hand, it has effectively promoted the superposition of the transaction volume of "weekend + summer vacation". on the other hand, students with free time can travel during off-peak hours, place orders on weekends, and enter the park during the week, thus achieving a steady growth in daily passenger flow.

03 create rich content, occupy minds, and promote long-term growth

as the "weekend big sale" attracts more and more users to participate, douyin's discussion about a wonderful weekend has become more and more heated.topics such as #this is what the weekend should be like# the sense of relaxation on the weekend is maximized attracted various experts to record different weekend life, and "get rid of the work atmosphere" through food, shopping, camping and other methods; the topic of #good places to take the kids out on weekends gathered many parents, and everyone shared treasure destinations and experiences of taking care of children with each other... during the event, users actively posted more than 610,000 related short videos, with a cumulative playback volume of more than 2.5 billion times.

"weekend big sale" also linked up with many influencers to launch the "weekend half-off challenge", using a body-half-off game that challenges flexibility, echoing the "half-off discount on weekends", and using novel and interesting communication methods to encourage users to personally participate in the "weekend big sale" interaction and bring them closer.

nowadays, many young people do not have the time and energy to plan their holidays during weekdays, so they can take advantage of the weekends to arrange activities in advance.during the event, "weekend big sale"united juneyao airlines kicked off its 18th anniversary celebration with two consecutive days of live broadcasts, and pre-sold air tickets from august 26 to october 26, with domestic tickets priced at 118-458 yuan, and international tickets priced at 98-718 yuan, as low as 10% off. the tickets were sold out in seconds after they were put on the shelves, with a total of over 410,000 orders completed and total sales exceeding 150 million yuan."weekend big sale" and juneyao airlines seize the weekend opportunity to help users plan their future travel reasonably. they also lock in customer sources in advance by pre-selling air ticket cards, effectively boosting brand voice.

the "weekend big sale" event lasted for two months and six consecutive sessions.through multiple means such as "regular online launch + half-price products + card collection interaction + themed pallets + high-quality content", we form a pulse marketing and cultivate a solid user mind and repurchase path: "weekend big sale" is not only "spending on weekends", seizing the gap in front of you, instant satisfaction, and creating happiness for yourself; it is also "spending on weekends", planning ahead at the most comfortable time, and reserving expectations for yourself.

conclusion:

although the theme of tiktok's lifestyle service "weekend sale" is the weekend, it is not confined to the weekend.take advantage of the weekend to get closer to this generation of young people, from discounts, pallets to content, step by step, to build their minds——"weekend big sale" is not only to let young people grab discounts and enjoy shopping when the weekend comes, but also to explore more diverse weekend lifestyles with young people, try to consume rationally, and get more the more they spend.

at the same time,for brands, the "weekend sale" upgrades the traditional weekend promotion and short-term price-for-volume model into a more sustainable and stable long-term business model, achieving "three types of growth": first, during the weekend, with instant gratification consumption, there is immediate growth; second, during the event period, relying on segmented populations and node potential, there is smooth growth; third, with the conversion of pre-sale orders into verified orders and pre-sale users into brand fans, there is long-term growth.

users are on holiday and brands are lowering their prices. douyin’s lifestyle service “weekend big sale” hopes to work with more brands to stimulate new vitality in weekend consumption.