"2026 Qianchuan Chengfang Advertising Guidebook" Released to Help Merchants Prepare for Double 11

Douyin's interest-based e-commerce is gradually entering a new stage of refined operations, and the cost structure of e-commerce marketing is becoming increasingly diverse. Evaluating campaign performance solely by ad spend can no longer accurately reflect a brand's true business returns. To help merchants build a full-funnel campaign operations system and further unlock GMV growth potential, the 2026 Qianchuan Chengfang Campaign Playbook is officially released! Centered on the Qianchuan Chengfang system, the playbook systematically lays out a complete implementation path covering campaign upgrades, creative supply, creator marketing, and conversion efficiency enhancement, spanning key stages from everyday operations and new-product cold starts to major promotion bursts, helping merchants seize key moments and find better solutions for business growth.

01 One-click upgrade to Qianchuan Chengfang, smoothly carrying over full-domain campaign assets

The core change in Chengfang is that it incorporates multiple marketing costs—such as creator commissions, creative production, and marketing incentives—into accounting, using comprehensive marketing ROI to restore a brand's true business returns. Merchants do not need to tear down and rebuild their existing campaign plans; full-domain campaign plans can be upgraded with one click, and existing running plans can continue to run with their original model capabilities, achieving a smooth migration of campaign assets.

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02 Optimize creative delivery and supplement high-quality creator creative supply

Whether for continuous everyday delivery or during traffic competition in major promotions, high-quality creatives are the core foundation for capturing traffic. Chengfang offers three types of creative tools that complement each other: Smart-Select Creatives revitalize a account's existing videos, AIGC dynamic creatives expand creative inventory at low cost, and Star-Select Creatives, as the one-stop creator creative solution under the Chengfang system, focuses on solving the pain points of difficult creative acquisition, cumbersome coordination processes, and uncontrollable delivery cycles, helping merchants establish a stable supply path for creator creatives.

To make good use of Star-Select Creatives, advance cycle planning is particularly critical. Merchants need to place orders at least 3 weeks in advance to lock in supply capacity, and should prioritize customizing creatives for delivery based on the top-selling product with the highest daily spend in the livestream room to ensure subsequent data accumulation for delivery; at the same time, multiple service providers can be brought in to run a horse-racing mechanism, ensuring both output quality and creative diversity. Once creatives are accepted, delivery should start immediately to give the system sufficient model exploration time; produced creatives support cross-account circulation and can simultaneously serve both livestream promotion and product promotion delivery scenarios, fully unlocking the commercial value of a single creative.

03 Automated creator marketing, broadening incremental space for merchant-creator collaboration

Creator channels are an important source of business growth for merchants, serving both long-term daily customer acquisition and as an incremental lever during major promotion moments. Under the traditional collaboration model, repeated commission negotiations, batch creation of campaign plans, and separate ROI accounting for multiple creators consume a large amount of operational manpower. Chengfang Creator Marketing targets product promotion scenarios and, through the three-step capabilities of expanding collaboration, improving efficiency, and capturing incremental growth, connects the entire creator collaboration workflow and improves the overall operational efficiency of merchant-creator collaboration.

First, expand the collaboration pool through "dual commissions." Products simultaneously set two tiers—"daily commission" and "advertising commission." After creators perceive the returns during the advertising phase, they can automatically complete delivery authorization, with the number of collaborating creators estimated to increase by 10%-15%.

Second, "automatic delivery for alliance partner creators" improves operational efficiency. After enabling this feature, the system automatically captures creatives from Douyin accounts linked in the alliance and automatically creates delivery plans, eliminating the need to manually build plans one by one and greatly freeing up operational manpower.

Finally, "bidding including creator commissions" combined with "joint promotion" drives incremental growth. Delivery spend and creator commissions are merged into a single marketing cost, and merchants only need to set one comprehensive marketing ROI target. The system automatically identifies low-commission, high-conversion creatives and prioritizes traffic allocation to them; simultaneously, high-commission creators are invited to enable "joint promotion," where the system converts creator concessions into merchant delivery, with merchant-creator synergy helping drive incremental order conversions.

04 Leverage smart coupons to close the final link in user decision-making

After traffic is successfully acquired, price concerns often become the core bottleneck preventing users from placing orders. This phenomenon is common in everyday operations and becomes even more prominent amid the price-comparison atmosphere of major promotion moments. Chengfang offers three types of marketing incentives—smart coupons, smart shipping insurance, and smart installment interest-free—which lower consumer decision thresholds from the dimensions of price, after-sales, and payment, respectively. Among them, smart coupons are the core tool used at high frequency.

Smart coupons are not distributed indiscriminately to all users; the system targets potential consumers who are highly interested but still hesitant based on traffic characteristics. For products with a unit price above 400 yuan, the system can automatically increase the coupon amount, with a maximum subsidy of 400 yuan per coupon, which is expected to drive a GMV increase of 5%-10%. It is suitable for diverse operational scenarios such as new-product cold starts, routine conversion efficiency improvement, and traffic capture during major promotions.

In addition, the other two supporting incentives can be used in coordination: smart shipping insurance is suited to high-return-risk categories such as apparel, with the system identifying and excluding suspected fraudulent-return bargain hunters and providing after-sales protection only to normal consumers; smart installment interest-free targets high-unit-price products with a unit price of ≥100 yuan, lowering the psychological payment threshold. The three types of incentives support combined activation and flexible pairing with delivery strategies.

05 Use Chengfang combination strategies to cover full-funnel business scenarios

Beyond breaking down individual capabilities, the playbook also distills six typical scenarios based on merchants' real operating situations—new-product cold start, new-account cold start, new-creative testing, new-customer audience expansion, major promotion bursts, and creator/celebrity big events—and outputs differentiated implementation methodologies, fully covering the entire funnel from cold start to business explosion.

Currently, as the Double 11 preparation window is underway, major promotion scenarios have also become a core focus for merchants. Traffic during major promotions arrives fiercely and falls off quickly, and combined with challenges such as return pressure and accelerated spend, even a slight oversight in creative and budget planning can cause merchants to miss growth opportunities. By relying on Chengfang's multi-capability coordination, merchants can build a delivery strategy suited to the rhythm of major promotions and achieve concentrated business explosion.

Phased deployment to match the full major promotion cycle

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• The preparation period focuses on upfront reserves: merchants can rely on Xingxuan and AIGC to prepare sufficient creative materials in advance, and simultaneously complete livestream scheduling and budget and control quota calculation applications, laying the groundwork for traffic explosion.

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• In the wrap-up stage, the value of existing users should be extended: conduct repurchase operations for the new customer groups acquired during the major promotion, reuse proven high-quality creative materials to continue scaling, and as traffic declines, gradually return to daily bidding logic to achieve a smooth delivery transition.

Quickly respond to the high-frequency delivery challenges of major promotions

Under traffic peaks, various delivery problems are more likely to surface in concentrated form. For high-frequency situations such as failure to ramp up, ROI decline, creative decay, and tight quotas, the Chengfang tool matrix can provide corresponding solutions.

Conclusion

Major promotions are an important window for business growth, but the value of the entire Chengfang capability set goes beyond node-based explosions; it also serves merchants' long-term refined operations. The core value of Qianchuan Chengfang is to help merchants fully account for full-funnel marketing costs and restore business returns that are closer to reality. One-click upgrade is the delivery foundation, Xingxuan creative materials solidify content supply, creator marketing unleashes the value of merchant-creator collaboration, smart coupons optimize the conversion funnel, and major promotions are a typical application scenario where all capabilities are implemented in a concentrated way.

All kinds of tools are means of business enhancement, but the foundation of business growth still lies in product competitiveness. Merchants can reasonably select the corresponding capabilities according to the stage their business is in, balancing daily operations and node-based opportunities to achieve long-term, steady growth.