In the latest installment of Spitfire, Xu Zheng came to promote his new film Lost Mom, saying, "We did a survey before we made the film, and after Chinese New Year, the frequency of psychological counseling will become very high."   

New Year's Eve, by the looks of it, doesn't look like it's going to be pleasant.

And when it comes to New Year's Eve, the microblogging marketing number is also flooded with the old stalking segments like #parents disliked you today or #Survival Guide for Going Home for Spring Festival, as if the matter of going home for New Year's Eve is indeed in crisis.

Undeniably, even if the parents are the closest people in the world with their own, get along with there will be such and such a lot of problems, but for more people, only the home, only let the New Year's temperature, and parents will always be the one that carries all of your emotions about the New Year's pivot point, only the parents and a home, is the end of the running struggle of your whole life.

On the day of the Lunar New Year, Jingdong released the Chinese New Year microfilm, "Run Dream Chaser". While warming people's hearts with tears, it expresses the feelings of many people's hearts and draws them into deep thought.

Representing the identities of female volleyball players, entrepreneurial youth, and grassroots anchors, the film tells three dream-chasing stories in nearly two and a half minutes.

Each protagonist's story is an abbreviation of the life of a certain type of person.

Without deliberately stirring up emotions, this microfilm nevertheless resonates an echo that resonates in each and every one of our souls.

01

When you want to start a business, you must be prepared to have nothing to start with. Either you are politely rejected by clients who want to invest, or you are stood up by your partners. When you are in the trough, you watch the people around you leave one by one. The only thing left in your heart is disappointment and pain.

02

The competition was full of mistakes, and the high intensity training was not enough. On the one hand, I was secretly fighting inside, and on the other hand, I was constantly hit by the coach. All the hopes were eroded by the setbacks in reality time and again, leaving only discouragement and self-doubt.

But the three stories don't end here, as they come to a similar conclusion in the later plot development, the climactic phase of the film. These three stories come back to the theme - "Home, gives you the strength to go", let us have a new look at the movie. More importantly, we have a new understanding of "home".

Once upon a time, the home that we were so intent on escaping from never actually distanced itself from us because we left it again and again. It has been hiding in a corner unseen by us, keeping an eye on us every moment.

It only pretends to show up unannounced when we need it, giving us the strength to get going again.

Mom has always been quietly concerned and supportive of her daughter who is struggling hard to make a living in a faraway place.

When my husband's business was at its lowest ebb, his wife was the first to step up and help him.

The captain suffered repeated blows, and the encouragement of her teammates gave her back the courage to persevere.

The reason why in the year off this point in time to launch this short film, I believe that the Jingdong is trying to tell in the Spring Festival this point in time is struggling to pursue their dreams people: with the physical distance from home, can never be separated from the heart of the proximity. No matter how hard you have suffered outside, experienced how heartbreaking moments, the family's understanding and support is their most indestructible backing, is the support of their warmest power.

Give you the courage to start again!

No matter how hard 2019 goes by, 2020 is still full of hope for the future. Including the movement chapter, Jingdong also buried an egg. Expressing its own good wishes to the public, 2020, continue to pursue the dream!

It can be said that all of these things do not make people love the Jingdong brand more deeply. It seems that it, like one of our family members, is concerned about our lives every moment, grafting that connection between us and "home". Let us always keep passionate about life, and constantly pass on the power to set off.

There is such a 'home' in every dream of Jingdong.

From the 2018 New Year, 180 created a warm trilogy of heartfelt videos for the BOE - Twin Cities of Expectation, Hope for the Hills, and Thoughts of a Small Town.

It radiates a wide range of users by focusing on the three categories of "travelers", "left-behind" and "twin cities".

Using the unique daily details and habits of each group of people to resonate with the public's emotions and communicate emotionally, it calls out the theme of "don't let the people who love you wait too long" and at the same time evokes the audience's love for their hometowns and longing for their families.

In 2019, the "Red Trust" not only continues the Jingdong brand spirit behind the #Red Story, which was launched in 2016 and 2017, but also continues to amplify the significance of "red" in people's lives. It also continues to amplify the significance of "red" in people's lives, allowing people to feel the deeper meaning of "Spring Festival" through Jingdong's "red culture". The brand also continues to amplify the meaning of "red" in people's lives, allowing them to experience the deeper meaning of "Spring Festival" through the "red culture" of Jingdong.

All in all, if you want to give a definition to Jingdong's Spring Festival advertisement, Guang thinks four words are enough to summarize it: "Going home for the New Year".

Although such a phrase may seem ordinary, the power behind it is powerful enough to have a huge impact on one's heart. Not only does it hold all of our hearts and minds, but it is also the root of our culture's bones.

From this aspect, Jingdong launches such an advertisement at this time of the year, telling us that the Spring Festival is here and the people who love you are waiting for you to go home. This makes Jingdong closely related to "home", and becomes a signal before the Spring Festival, a hub of emotional communication between family members and us. Thus, it is easy to trigger a chain reaction, so that people see Jingdong, think of home, think of their families have always been attached to them.

To leave a deep brand mark in the hearts of users: "home" is Jingdong, "Jingdong" is also home.