京东旅行 × 京东买药秒送「月圆赴红山之约」双节快闪

京东旅行 × 京东买药秒送「月圆赴红山之约」双节快闪

2026年09月25日‑2026年09月26日

南京 红山森林动物园

作为国内头部电商平台，京东持续推进文旅与健康服务的生态融合，继敦煌鸣沙山月牙泉 “大漠中秋宴” 之后，于 2026 年 9 月 25‑26 日在南京红山森林动物园落地京东旅行 × 京东买药秒送「月圆赴红山之约」双节快闪项目。

恰逢中秋国庆叠加的出游高峰，项目针对景区出游购药不便的现实痛点，将买药秒送的即时配送能力嵌入动物园文旅场景，跳出传统旅游平台只做票务售卖的模式，把低频的购药需求转化为旅行场景下的高频健康认知，既是京东 “文旅 + 健康” 战略又一次线下实践，也为互联网平台将数字健康服务落地线下文旅场景提供行业参考，兼顾游客服务升级、品牌心智教育与节日情感传递多重价值。

在空间造型与现场制作层面，快闪点位设置于动物园的开放园区之内，场地依托动物园原生自然环境，采用轻量化主题美陈搭建，结合中秋月圆的视觉符号完成氛围包装，不做大规模硬体改造。现场划分互动打卡区与健康科普展示区，规划流畅游园式动线，把集章互动、健康知识科普、品牌信息展示融为一体，兼顾亲子家庭、年轻游客的通行体验，装置轻量化便于景区现场搭建与快速撤场，适配动物园公共场地的使用要求。活动期内，到访游客参与现场集章打卡，领取联名周边；针对秋季出游肠胃不适、过敏、流感、皮肤救急四大健康痛点，向游客科普景区即时购药服务，游客可体验 “快至 9 分钟达” 的买药秒送能力。

线上同步上线 “秋日轻松社过” 任务专区，用户参与线上抽奖，赢取景点门票与健康礼品，传递 “健康是最好团圆礼” 的中秋价值主张。从传播营销维度来看，动物园场景自带流量，现场打卡互动带动游客自发 UGC 传播；线上任务专区承接线下流量，打通曝光、互动到服务体验的链路。项目并不直接推销商品，而是通过真实出游场景教育用户建立户外出行健康保障认知，强化京东买药秒送在文旅户外场景的心智，完成场景体验科普、社交声量扩散、服务心智塑造的完整营销闭环。

As a leading Chinese e‑commerce player, JD keeps promoting ecological integration between cultural‑tourism and healthcare services. Following the “Mid‑Autumn Desert Banquet” at Dunhuang Mingsha Mountain, JD Travel cooperated with JD Pharmacy Same‑Hour Delivery to launch the pop‑up event “Moon Rendezvous at Hongshan Zoo” at Nanjing Hongshan Forest Zoo from September 25 to 26, 2026. Launched amid the overlapping Mid‑Autumn and National‑Day travel peak, the project addresses practical difficulties of purchasing medicine inside scenic spots.

It embeds on‑demand instant‑delivery capacity into zoo travel scenarios, breaking conventional travel‑platform patterns limited to ticket sales. It transforms low‑frequency medicine‑buying demand into high‑frequency health awareness for travellers. Serving as another offline practice of JD’s “culture‑tourism plus healthcare” strategy, it offers industry reference for internet platforms implementing digital health services within tourist sites, realizing multi‑fold values including visitor‑service upgrading, brand‑mindset education and festive‑emotion delivery. In terms of spatial styling and on‑site production, the pop‑up adopts lightweight themed decorations within the zoo’s natural surroundings, decorated with Mid‑Autumn moon‑themed visual elements without large‑scale hard‑structure reconstruction.

The venue is divided into interactive check‑in zone and health‑science‑popularization exhibition area with smooth visiting circulation. Stamp‑collecting games, health knowledge display and brand information are well integrated to satisfy visiting experience of families and young tourists. Light‑weight installations support quick on‑site assembly and dismantling, complying with public‑site requirements of the zoo. During the two‑day event, visitors take part in on‑site stamp‑collecting activities and obtain co‑branded souvenirs. Targeting four common autumn‑travel health risks including gastrointestinal discomfort, allergy, flu and skin emergency, the site popularizes instant pharmacy service and demonstrates the “as‑fast‑as‑9‑minute” delivery capability.

Online “Relaxed Autumn Trip” campaign zone opens simultaneously; users join lucky draws for scenic‑spot tickets and healthcare gifts. The brand conveys the proposition “good health is the best reunion gift” for Mid‑Autumn festival. From marketing‑communication perspective, the popular zoo location brings natural visitor traffic, and on‑site interactive experiences inspire tourist‑generated UGC content. Online campaign zones receive traffic diverted offline and form links covering exposure, interaction and service experience. Instead of hard‑selling commodities, the project builds public awareness of outdoor‑trip health protection through real‑travel‑scene education and strengthens user perception towards JD Pharmacy instant‑delivery service in tourism contexts. It achieves a complete marketing closed‑loop of scenario‑based popularization, social‑media buzz expansion and service‑mindset building.

场地供应商：思贝思（SPACE） www.360space.cn

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