天猫超级品类日联合天猫家享生活、MadameFigaro 共同打造的「钛自在生活节」

天猫「钛自在生活节」

2026年09月07日-2026年09月09日

上海 苏河湾万象天地

项目预告

项目现场

天猫超级品类日联合天猫家享生活、MadameFigaro 共同打造的「钛自在生活节」落地上海苏河湾万象天地，线下活动定于 9 月 5 日举办，线上天猫超级品类日承接于 9 月 7 日至 9 月 9 日，形成线下内容造势、线上流量转化的联动营销体系。项目以纯钛材质为核心叙事载体，提出 “从手中的轻盈，到内心的松弛” 的主张，打破大众对于钛金属仅属于工业材料的刻板认知，把钛制器物嵌入居家烹饪、户外露营、穿搭礼赠等生活化场景，集结苏泊尔、双立人、特美刻、飞剑等头部餐厨品牌，集中展出纯钛锅具、钛杯、餐具与户外装备新品。

这是一次品类教育型线下活动，旨在普及纯钛餐厨产品轻量化、抑菌健康的产品优势，培育消费者健康轻量化的生活消费理念，推动钛餐厨赛道从小众品类走向大众市场，为电商平台依托线下城市商业空间完成新品类破圈营销提供可借鉴的范本。

在空间造型与现场制作层面，项目依托苏河湾万象天地开放的公共街区空间，打造兼具秀场与展览属性的一体化场景。空间设计围绕钛金属冷调、轻盈的材质特质展开，设置「生活百钛」松弛感大秀舞台、产品体验区与质感打卡区，整体造型简约干净，呼应材质本身的高级质感。

现场制作兼顾时装秀展演、产品触摸体验、圆桌论坛的多元功能需求，动线流畅，访客既可观看器物走秀，也可近距离上手触摸感受钛材质的物理特性，同时预留论坛区域承载行业对话，实现秀演、体验、研讨多场景兼容。活动期内，「生活百钛」大秀将锅具、杯壶等餐厨器物搬上秀场，颠覆传统走秀形式；访客可在体验区亲手感受纯钛产品质感，活动同步开启行业圆桌论坛《谁来定义下一代钛自在生活》并发布「新钛奖」。从传播营销维度来看，器物走秀的新颖形式自带话题性，质感打卡场景能够吸引家居爱好者、露营群体与美食达人产出社交 UGC 内容。线下活动完成品类科普与话题引爆，沉淀的热度导流至天猫超级品类日，开启钛餐厨好物 8.8 折起的线上促销，打通内容种草、认知教育、声量扩散与线上成交的完整营销闭环。

Co-hosted by Tmall Super Category Day, Tmall Home Lifestyle and MadameFigaro, the “Titanium Lifestyle Festival” was held at Suhewan MixC World in Shanghai. The offline event took place on September 5, followed by the online Tmall Super Category Day campaign from September 7 to 9, forming an integrated marketing system with offline content promotion and online sales conversion. Centered on pure titanium material, the project advocates the concept “Lightness in hand, relaxation in heart”, breaking the stereotype that titanium is merely an industrial material.

Titanium wares are integrated into diverse daily scenarios including home cooking, outdoor camping, styling and gifting. Leading kitchenware brands including Supor, Zwilling, Tomic and Feijian gathered to showcase new titanium pots, cups, tableware and outdoor gear.

As a category‑education offline campaign, it popularizes the lightweight, antibacterial advantages of titanium kitchenware, fosters consumers’ awareness of healthy and minimalistic lifestyle, and helps the niche titanium kitchenware segment reach broader audiences. It sets a valuable example for e-commerce platforms to launch breakout marketing for emerging categories in urban commercial spaces. In terms of spatial styling and on‑site production, the project leverages the open public block space of Suhewan MixC World and builds an integrated venue combining fashion show and exhibition. The design follows the cool, lightweight texture of titanium, featuring the runway for the “Titanium Life” show, product experience zone and texture photo area with minimalist styling matching the premium material. The site layout supports runway performance, hands‑on product trials and roundtable discussion. Smooth circulation enables visitors to watch the runway display and touch products, while the forum area hosts industry dialogues, achieving multi‑scene compatibility for show, experience and seminar.

During the event, kitchenware and cups are presented on the runway in the “Titanium Life” show, redefining traditional fashion shows. Visitors can test titanium products in experience zones. The industry roundtable “Who Defines the Next Generation of Free Titanium Lifestyle” is held alongside the launch of the New Titanium Award. From marketing‑communication perspective, the innovative runway concept generates natural social topics, and textured photo spots inspire home lovers, camping enthusiasts and food creators to produce UGC content. The offline event completes category popularization and topic building. The accumulated buzz is directed to the Tmall Super Category Day, with titanium kitchenware products available at a 12% discount. It forms a complete marketing closed‑loop covering content seeding, consumer education, social amplification and online transaction conversion.

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