JINNIANKUANIAN，NISHIZENMEGUODE？

DUIXUDUORENLAISHUO，KUANIANJIANGJIUDEJIUSHIYIGEYISHIGAN。YOUQISHIZHICHANGSHANGZUINIANQINGDEZSHIDAIQINGNIAN，YEMUHOUDEPAIDUISHITAMENSHIFANGYALI、JIEJIAOPENGYOUDEFANGSONGKONGJIAN。XINNIANZUOWEIYINIANZHONGQIANGLIEYISHIGANDEZHONGYAOJIEDIAN，GENGSHITAMENDE“KUANGHUANJIE”。

天貓跨品類熱點營銷IP“天貓正當紅”，在年末派對氛圍濃烈之際，聚焦Z世代青年的生活觀、文化觀和消費觀，以彩妝品類為主，匹配服飾、美瞳等品類，推出年輕消費者派對生活一站式解決方案，打造出“天貓新年派對正當紅”大事件。

只要有儀式感，派對場無處不在

新年之際，關于#新年一路躺贏妝#的討論在微博上層出不窮，許多美妝kol紛紛曬出她們心中新的一年能夠”一路躺贏”的妝容。

“DINGZHUZHEGEZHUANGQUYUEHUI，WOBUXINMEIRENXINDONG!YOUNANPENGYOUDEHUANBUGANJINHUASHANG？!”、“DANSHENJIEMEIYEBIEZHUJI，DOUGEIWOXUEQILAI，SHIWENNAGENVHAIZIHUAZHEGEZHUANGRONGHUIBUWENROUNI？XINDEYINIANBUYAOWOZAIJIA，KUAIHUASHANGZHEGEXINNIANZHUANGCHUQUKAIPACHUQULANG，BAOZHENGLIANAIYUNMANMAN，NANHAIZIDOUPAIZHUDUIGEINIMAINAICHAHE!”……BUNANKANCHUDANGXIANIANQINGRENDUI“XINNIANYILUTANGYINGZHUANG”DOUJITUOZHUDUIXINNIANMEIHAODEYUANWANG，BIRULIANAIYUN、SHENGZHIJIAXIN、XUEYEYOUCHENGDENGDENG。

“TIANMAOZHENGDANGHONG”YIZHIYILAIDOUZAIGUANZHUZHEGESHIDAIDENIANQINGREN，TONGGUOKOLYINDAO，XUANRANLEJUYOUCHAOQIDEXINNIANQIFEN，SHIXIANXIANSHANGXIANXIALIANDONG。ZAIYISHUJUWEIZHICHENG，SHOUGECHAOLIUHUATI，JICHUANPINLEIJIEXIAN，BAMEIYIGEQINGXUREDIANBIANCHENGYIZHANSHIXIAOFEIXUQIU，RANGXIAOFEIZHEZAICHANGJINGZHONGZHAODAOGENGJUXIANGQIANLISUQIU。

而“天貓新年派對正當紅”這一熱點營銷IP，本身就是基于天貓站內搜索及其他消費行為數據，洞察當紅消費潮流趨勢。借助潮流話題的捕捉，通過精準的注意力聚焦和貼合現實的節點狙擊，彩妝品牌中國新年限定版花式匹配花式派對場景，打造人貨場重新整合的營銷策略，實現人群跨品類關聯購買，跨品類拉新，并帶動高光、眼部彩妝等高階消費者需求品類發展。

Z世代青年，酷才最重要

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在他們眼中，做自己、愛憎分明、對人友善，會顯得一個人很酷。其中，男生更容易受流行和朋友的影響，而女生更在意自我感受。

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信息密集時代，新戰場是Z世代

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JIEXIALAI，“TIANMAOZHENGDANGHONG”HUANJIANGJIESUOGENGDUONEIRONGYINGXIAOXINWANFA，ZHUIZONGDONGCHADANGHONGXIAOFEICHAOLIUQUSHI，WAJUEGENGDUOQIANZAIXUQIU，DIAODONGXIAOFEIQINGXUHECHONGDONG，BINGWEIPINPAITIGONGJINGZHUNYINGXIAOFUWU。