淘宝年货节 / Taobao New Year Shopping Festival
UI用户体验设计师 · 2026 · 淘宝项目
淘工厂年货节《春节不打烊》 · 互动体验设计
《春节不打烊》是淘工厂年货节期间的重点营销 IP。春节期间平台履约和大促节奏普遍收缩，但用户的省钱、囤货需求并不会停;淘工厂作为产业带工厂直供心智的承接方,需要在这个节点既保住活跃与转化,又强化"年货上淘工厂"的用户记忆。本项目负责其中"新年转盘抽奖"活动的完整 UI 与体验设计。
"Spring Festival Never Closes Shop" is a key marketing IP during Taofactory's New Year Shopping Festival. During the Spring Festival, the fulfillment and major promotion schedules on the platform generally slow down, but users' needs for saving money and stocking up do not cease. As the承接方 of the direct supply mindset of industrial belt factories， Taofactory needs to maintain activity and conversion at this point while strengthening the user memory of "New Year's Goods on Taofactory". This project is responsible for the complete UI and experience design of the "New Year Spin Wheel Lottery" activity.
背景和问题
《春节不打烊》是淘工厂年货节阶段的重点营销 IP。三个客观环境决定了它的设计难度: 履约收缩:春节平台履约与发货节奏普遍收缩,实物即时获得感弱。 流量诉求:年货节平台核心诉求是低成本拉新,而春节正是社交关系链最活跃的窗口。 心智沉淀:淘工厂以产业带工厂直供为心智,需要借大促持续强化"年货上淘工厂"的用户记忆。 核心问题:如何在履约空窗期,用低成本、可裂变、能闭环的互动,既稳住活跃与转化,又沉淀大促心智。
"Spring Festival Open Shop" is the key marketing IP during the Taofactory New Year Shopping Festival. Three objective factors determine the difficulty of its design: Contract fulfillment contraction: The fulfillment and delivery schedules on the Spring Festival platform have generally contracted, and the immediate physical experience of obtaining the goods is weak. Traffic demand: The core demand of the New Year Festival platform is to achieve low-cost user acquisition, and the Spring Festival is the most active period for social relationship chains. Mental retention: Taobao Factory adopts the model of direct supply from industrial clusters to factories in its mindset. It needs to continuously strengthen the user's memory of "New Year goods on Taobao Factory" through major promotions. Core issue: How to, during the gap period of contract fulfillment, use low-cost, scalable and closed-loop interactions to both stabilize the activity and conversion rates, and also cultivate the mindset for major promotions?
三个难点
1. 履约空窗 vs "不打烊"心智 — 实物延迟,但活动主题恰是"不打烊",体验承诺与履约现实存在落差。 2. 大促玩法同质化 — 转盘、砍一刀类玩法全网泛滥,用户心智疲劳,淘工厂难被记住、被区分。 3. 流量留不住、转化难闭环 — 单次互动留不住人,红包 / 助力发出未必核销,外部流量回流手淘存在断点。
1. Performance gap vs. "non-closing" mindset - Physical goods are delayed, but the theme of the event is "non-closing", resulting in a gap between the experience promised and the actual performance. 2. Homogenization of big-sale strategies - Wheel-turning and "one-off discount" types of strategies are rampant across the web, causing user fatigue. Taobao Factory is difficult to be remembered and distinguished. 3. Unable to retain traffic, difficult to achieve closed-loop conversion - Single interaction fails to retain users. Red envelopes / boosts may not be redeemed. There are breakpoints in the return of external traffic to Taobao.
设计目标&设计策略
设计目标 业务目标: 大促节点稳住活跃与转化,沉淀"年货上淘工厂"心智。 用户目标: 用低门槛的方式占便宜、图个好彩头,获得春节情绪价值。 设计目标: 把"省钱促销"重构为有节奏、有情绪、有回访动机的活动闭环。 设计策略（主线） 把省钱促销重构成「春节讨彩头」的情绪化游戏闭环——任务体系驱动回访,红包双触点驱动核销转化,中式印章视觉建立差异化大促心智。 对应三个挑战的三条设计决策: 针对履约矛盾:实物奖励改为盲盒形式 + 明确发货预期,同时用即时可用的红包对冲实物延迟带来的体验空窗——把业务约束转化为体验补偿设计。 针对同质化:不做"又一个抽奖",做"淘个好彩头"的情绪壳。logo 采用印章 / 门头 + 祥云的中式视觉,并延展红底 / 白底双版本规范,把活动从"薅羊毛"抬到"过年仪式感",形成可复用的大促视觉资产。 针对留存与转化:用任务体系(浏览、下单、逛会场赚抽奖次数)把一次性抽奖变成"逛—抽—领—用—再逛"的回访闭环;红包在首页与凑单页双触点可用,并完整设计可用 / 不可用 / 已过期状态,用紧迫感和损失厌恶推动核销。
Design Goals Business Goals: Maintain active user engagement and conversion during the big promotion period, and establish the "New Year Goods on Taobao Factory" brand perception. User Goals: Gain benefits through low-barrier means, seek good luck, and obtain emotional value from the Spring Festival atmosphere. Design Goals: Reconstruct "money-saving promotion" as a rhythmic, emotionally charged, and visit-motivated activity loop. Design Strategy (Main Line) Transform the money-saving promotion into an emotional game loop centered around "Spring Festival Good Fortune" - task system drives follow-up visits, red envelopes drive core sales and conversion, and Chinese-style seal visual creates a differentiated big promotion perception. Three design decisions corresponding to the three challenges: Regarding fulfillment conflicts: Change physical rewards to a lottery box format + clearly define shipping expectations, and use immediately available red envelopes to offset the experience gap caused by the delay of physical goods - convert business constraints into experience compensation design. Regarding homogeneity: Do not do "another lottery", but create an emotional shell of "Buy a Good Fortune". The logo adopts the Chinese visual style of seal / storefront + auspicious clouds, and extends the red background / white background dual versions specifications, elevating the activity from "hoarding money" to "New Year ritual", forming reusable big promotion visual assets. Regarding retention and conversion: Use the task system (browsing, placing orders, visiting the exhibition hall to earn抽奖 times) to transform one-time lottery into a "visit - draw - claim - use - visit again" follow-up loop； red envelopes are available on the homepage and the combo purchase page， and the usable / unusable / expired states are fully designed， using urgency and loss aversion to drive conversion.
各波设计说明:
第一波 · 年货齐备 马上福到 — 大促首波,承接用户节前囤年货需求。会场以「春节正常送货」前置打消履约顾虑,聚合国货严选好物,用"年货齐备、马上福到"的彩头语境降低决策成本,为后续各波蓄水。 第二波 · 开年焕新 马上开运 — 春节进行波,承接开年换新、讨好彩头的心理。延续统一视觉框架,仅替换主题与利益点;招财猫等开运符号强化"换新即开运"的情绪,持续占领大促心智。 第三波 · 团圆新年 马上快乐 — 除夕团圆波,承接团圆礼盒、年夜场景的应景需求。视觉收敛到团圆氛围,以"团圆新年、马上快乐"承接情绪高峰,维持春节期间活跃与转化不打烊。 第四波 · 开工大吉 开年放价不止 5 折 — 节后开工波,承接复工人群换新与捡漏需求。利益点从"不打烊"切换为"38 开门红、开年放价不止 5 折",以更强折扣钩子收口大促,完成从年货到开工的节奏闭环。 设计亮点:用统一视觉框架做四波节奏化承接,既降低单波出图成本、又持续强化心智;「春节正常送货」固定前置,把履约信任做成可复用的视觉锤。
The First Wave: Year-end Supplies Are Ready, Good Fortune Is Here Soon - The first wave of the promotion, catering to users' demand for stocking up on year-end supplies before the festival. The venue adopts the strategy of "normal delivery during the Spring Festival" to alleviate concerns about fulfillment, aggregates high-quality products from domestic brands, and uses the context of "year-end supplies are ready and good fortune arrives immediately" to reduce decision-making costs, and reserves resources for subsequent waves. The Second Wave: Renewal at the Beginning of the Year, Good Fortune Arrives Immediately - The wave during the Spring Festival, catering to the psychological need of renewal at the beginning of the year and pleasing auspiciousness. It continues to follow the unified visual framework, only replacing the theme and key points; symbols of good fortune such as the lucky cat strengthen the emotion of "renewal brings good fortune", continuously occupying the consumer's mind during the promotion. The Third Wave: Reunion and New Year - Good Fortune Arrives Immediately on New Year's Eve - The wave of reunion and New Year celebration, catering to the seasonal demand for gift boxes and New Year scenes. The visual focus is on the atmosphere of reunion, using the phrase "reunion and New Year, good fortune arrives immediately" to capture the emotional peak, maintaining activity and conversion during the Spring Festival without a break. The Fourth Wave: Good Fortune at the Start of the Year, No End of Discounts - After the Festival, Wave of Starting Work, Meeting New Year's Demand for Renewal and Bargain Hunting. The key points shift from "no break" to "38 opening day, no less than 5% discount for the start of the year", using a stronger discount hook to conclude the promotion and complete the rhythm loop from New Year's supplies to starting work. Design Highlights: Utilize a unified visual framework for a four-wave rhythmical transition, which not only reduces the cost of individual wave design but also continuously strengthens the mind. The "normal delivery during the Spring Festival" is set as a fixed prerequisite, and the fulfillment trust is transformed into a reusable visual symbol.
沉淀和能力
经验沉淀:验证了"文化符号建心智 + 动线闭环承接 + 失败兜底"在大促互动中的可行性;失败兜底与双链路是降低流失、放大裂变的关键设计杠杆。 产品能力(组件化):沉淀大促互动组件库,后续大促可直接复用,缩短上线周期。 视觉资产:统一会场视觉框架(支撑四波低成本换装)+「淘个好彩头·春节不打烊」logo 规范(双底色 × 双文案)+「春节正常送货」履约信任视觉锤,均可延续至后续大促。
Experience accumulation: Verified the feasibility of "cultural symbol building of mind + closed-loop movement continuation + fallback for failure" in the promotion interaction; Fallback for failure and dual-link are the key design levers for reducing churn and amplifying growth. Product capability (componentization): Consolidated the promotion interaction component library, which can be directly reused in subsequent promotions, shortening the launch cycle. Visual assets: Unified the venue visual framework (supporting four waves of low-cost costume changes) + "Taobao Good Fortune · Spring Festival Never Closes" logo standardization (double color × double text) + "Spring Festival Normal Delivery" fulfillment trust visual hammer, which can be continued to subsequent promotions.
复盘反思
IP 衍生:将活动 IP 实物化为「淘工厂祝你 · 马上 X」新年定制小马驹系列盲盒。详见下方专项。 助力门槛(集齐第 11 人)偏高,可能造成中段流失;若重做会分段化释放利益。 助力人自微信 / 外链回流手淘存在断点,回流损耗较大,应更前置地优化回流路径。 转盘与助力玩法当时相对独立,未来应联动为"薅羊毛到下单"的统一动线,以 GMV 为主目标承接。
IP derivation: Physicalized the event IP into "Taobao Factory Wish · Immediately X" New Year custom small horse series blind boxes. See the specific section below. The threshold for helping (collecting the 11th person) is relatively high, which may cause mid-stage churn; if re-done, benefits should be released in segments. The help function returns from WeChat / external links to Taobao exist a breakpoint, with a large loss of return, and the return path should be optimized more proactively. The turntable and helping gameplay were relatively independent at that time; in the future, they should be linked as a unified motion line of "gleaning coupons to placing orders", with GMV as the main target to take over.
Damien Wang · 产品经理作品集