Background:

For the 618 shopping festival, we are leveraging the Marginal Effect strategy to optimize our paid search media plans for both the AP and NC series. Our campaign strategies are tailored to the specific performance and goals of each series, using Marginal Effect plans to ensure maximum impact during the 618 shopping festival.

AP Series Performance:

• The AP series showed improved performance from January to April this year compared to last year.

• Based on this trend, we anticipate a stronger performance during the 618 festival.

• Our strategy involves targeting existing customers, achieving a higher year-on-year ROI, and leveraging peak traffic periods to reach a substantial number of new customers.

• We have chosen the Marginal Effect H Plan to maximize our results.

NC Series Performance:

• The NC series performed worse from January to April this year compared to last year.

• We predict that the ROI during the 618 festival will not match last year's results.

• Even with all existing customers buying, the ROI shows marginal returns at level E.

• Recognizing a decline in loyal NC series customers, our long-term strategy focuses on increasing brand awareness and attracting new customers.

• We aim to use peak traffic periods to enhance NC series visibility and grow our customer base.

• We have selected the Marginal Effect G Plan to achieve these goals.