EC部分 Objective Leverage E-com platform traffic to maximize brand news Drive brand trial & offtake via fans Big window maximization with CVE & CDI drive 2 SFG X TF boys X Fans 3 4 Activity form： passionate to join activities even not speaking to them (young people) as long as it is meaningful, or there is juicy incentives e.g. TFboys teach children to wash hands Key motivation for them is to build good image & awareness for tf boys. So they will welcome SFG’s charity event. Premium & Pack: Packaging with image of single person is needed，Since many fans only like one member among three exclusive content that cannot be seen anywhere. The feel of “collection”. They have special incentive for total collection Sense of participation & interaction. Shooting MV with TFBOYS is a great bonus for fans Learning from fans brainstorming Wave Activities 一起守护，健康一家 Roadmap May 20-May 30 JD 618 Warming-up Campaign H5 game-Invite funs to join shooting the MV-<守护家> Theme April 17-April 30 EC Announcement Campaign 我来保护你 Purchase to gain gifts related to TFBOYS Purchase to get snippet of TFBOYS New Music《守护家》 守护成长，健康护航 May 20-Jun 1 TMALL Charity Campaign May 5-May 15 Mother’s Day Campaign 妈妈，我要守护你 E-commerce launches the video<Mom,I will protect you with TFBOYS> Purchase to get special gifts & thank－you card for moms 守护家超级大促 Jun 10-Jun 18 JD 618 Big Sale 和我一起“守护家” 618 limited set presale Donate 1 Yuan for the “洗手池” Public welfare project if purchase charity set 3 days shop managers——Exclusive charity sets for 3 members Sales volume PK—Best shop manager wins tickets of Disney park for fans Daily Premium—— purchase product and get the chance to gain something used in the MV purchase to get limited EP of TFBOYS new MV