Tmall Double 11 Play Early Exposure 6 Highlights To Take The Lead

It is learned that today

In one breath, there were two double 11 launches, a Tmall double 11 carnival night conference and a double 11.

Business communication conference.

Prior to this, Tmall also held a double 11.

Starting meeting and the waist business project meeting, comprehensive recent Tmall several intensive double 11 preaching, sorting out the 6 key points for this year to prepare for the double 11.

1. double 11 party star lineup + matrix live broadcast, create super IP, shoulder the responsibility of pulling new customers, improving the overall flow and attention of the platform.

In today's Tmall double 11 carnival night conference, general manager of Ali fish should Hong said that this year's party will be introduced into a more cosmopolitan star lineup. Alibaba group's large entertainment section, including oneness group (Youku potatoes), Tmall magic box, shrimp music, UC head, Tmall client, High German map and other platforms, will form an interactive live matrix for this evening party. It will make the double 11 revelry night become a super suck IP like the US Super Bowl.

At the same time, this year's double 11 party will launch mobile phone + TV + live multi screen interaction, all the hard and broad income will be returned to consumers, allowing consumers to "watch advertisements, grab red packets."

All these indicate that Ali is spared no effort in frenzying TV and Internet users to find new traffic.

It is understood that last year, the double 11 party had a huge pull rate for new customers, the new customers increased by 3 times, and the peak value increased by 18 times. This amazing traffic acquisition capability is the cornerstone for ensuring that Ali double 11 last year to top 91 billion 200 million, and also an important support for Ali's growth in the next fiscal year.

In May this year, on the first public appearance of Ali fish, the head of Ali fish was involved in the IP related sales shop, and the new customers accounted for more than 70% of Tmall's consumption. This shows that the electricity supplier IP has strong pull new capability, IP has a strong ability to absorb powder, and the electricity supplier has a strong ability to nurture IP.

It is based on this trend that Ali set up Ali fish, specifically for 100 thousand merchants IP cash platform.

This year, general manager of the Ali fish should also be the master plan for the double 11 carnival night.

It is understood that Shanghai Jahwa eventually won the exclusive naming right of Tmall double 11 party in 2016 at 80 million yuan, and Zhejiang satellite TV will be the official cooperative television station this year.

The personalized recommendation of 2 thousand thousand faces is a sharp weapon for Tmall to increase the conversion rate this year.

By opening thousands of thousands of faces of Ali nuclear weapons to business shops, it is important to increase traffic value and enhance conversion rate for businesses, so as to provide differentiated marketing and services for consumers.

In the clothing business communication conference, Ali dress leader said, this year's 1000 face will be decomposed to arterial level, venous level and capillary level traffic distribution.

Among them, the main venue and branch venue are thousands of faces at the arterial level, and the important task is to substantially reduce the overall jump rate, ensure the growth of the whole platform under the condition of large business traffic and sales volume. If you like, have good products and other shopping guides, thousands of people will focus on improving the efficiency of shopping guide. Shops, details, and micro panning thousands of people will focus on improving the overall operation efficiency of the store.

It is understood that businesses can use the star stage to set up thousands of faces to store products, pictures and advertisements individually.

Alibaba side said that businesses should focus on personalized materials submitted, the whole shop to participate in double 11 goods are reported into the system.

Earlier, at the waist business meeting, Alibaba also said that in this year's double 11 preparations, it is suggested that the seller of the waist should focus on the choice of goods and personalized play.

The individualized performance of a businessman will be used as a standard for entering the venue, including the submission of photo materials, the display and pformation of merchandise, and the breadth of paction dimensions.

3., the whole channel is the refreshing position of double 11 sales this year, supporting more than 60, and emphasizing the delivery of stores.

Since last year, 11 brands have already tried to get through the whole channel.

Over the past year, on the one hand, Ali has spared no effort to get rid of the online brand of the brainwashing brand; on the other hand, large brands are also trying their best to open up online and offline goods and membership systems, to achieve online ordering and store distribution, such as the group of GAP, UNIQLO and other stores, which have been densely packed in the past year.

In fact, the sales volume of each channel under the online and offline has already met the bottleneck. Especially for the clothing category, the natural experience of the line is good and the lack of flow, and the online lack experience leads to the difficulty of raising the customer unit price.

In order to find new growth, through online and offline, by increasing user experience and convenience, users will be drained on line and online to stimulate consumption. Growth is the common pursuit of brands and Alibaba and other electronic business platforms.

This year's double 11, for clothing category, Ali emphasized the strategy of the whole channel, according to Ali side, it has opened up more than 30, and is expected to get through more than 60 as a support business, giving traffic tendencies.

Analysis of the industry, the annual double 11, not only the biggest performance of Ali's performance, but also the next fiscal year Ali growth direction of the important direction.

In the past year, the effect of Ali's brainwashing on brand channels is not significant. Tmall's meow street only stays at the level of cooperation with offline department stores, and fails to really reach the brand level.

Taking the immediate interest of double 11 as a bait, winning the brand online and offline is also a common tactic for Ali.

4., push multiple thresholds across shops to reduce discount games, enhance promotion linkage and traffic pformation.

Learned that this year's double 11 marketing methods include platform level, industry level and business tools, platform level will have full back, double 11 shopping coupons full reduction activities; industry level will have pre-sale, flower stage and so on; merchants themselves have buy N free 1, match treasure, gift treasure, special price treasure and so on multiple play.

A clothing brand leader who participated in the Business Communication Association revealed that the function of a single store is free and free of single tools, and the corresponding venue will be provided in the second half of the double eleven, and Ali will give traffic support.

It is understood that in the past 66 promotional activities in Taobao, they tried to promote cross shop red packets.

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5. prepare the main products in autumn and winter.

In the clothing business communication conference, Ali dress officials stressed that this year's double 11 stockings require businesses to focus on new products in autumn and winter in 2016, emphasizing the same proportion of shopping malls.

Tmall apparel integrated marketing director Qi Lan said that in 2015, double 11, autumn and winter clothing accounted for 60% of the total, Top main push accounted for half of the turnover, and this year, double 11 goods will still be in the main season, it is recommended that businesses before the activities of the shop owners and TOP funds to make full preparations.

6. Tmall global trend will be the focus of the fashion trend during the eleven double warm-up period.