The First Taobao Festival Is Held At Expo 2010 Shanghai Exhibition Hall.

There is no doubt that you can go up to the more than 40 degree surface temperature in Shanghai and buy tickets yourself.

The festival is basically after 90.

Because most of the post-80s even "the first sound of the future" is not understood.

In July 24th, the first Taobao building festival was held at the Shanghai World Expo exhibition hall.

The creation Festival shows 72 young creators and originals from all over the world.

Shops, niche technology start-ups and intelligent hardware startups.

The three day exhibition attracted 30 thousand spectators under continuous hot weather.

In the Shanghai World Expo exhibition hall, the non mainstream crowd accounted for the majority of the spot buyers.

Not only do you have all kinds of Showgirl,

And there are all kinds of humid toys that give people an illusion of ChinaJoy or anime show.

Indeed, Taobao platform users and games, anime users have been highly coincident.

Taobao official data show that users of Taobao platform 80% are below 35 years old, and the proportion of post-90s users under 24 is as high as 1/3.

The heat of the festival is what Alibaba CMO Dong Benhong would like to see.

In an interview with reporters, he repeatedly stressed that the goal of Taobao platform will no longer be a simple facilitated paction, but to become the largest community, so that creativity, content, live broadcast, interaction with fans, Da people and so on can play on this platform, eventually forming Taobao's unique circle and ecology.

In the industry's view, rather than Ma Yun's creation Festival is to show young people's creativity, rather than showing the ambition of Taobao, in order to allow users to stay on the platform for a long time, Taobao must bring hundreds of millions of merchandise on its platform with stories and emotions, and remove cheap and batch production labels.

Build "new Taobao"

Double eleven and creation Festival are also made by Alibaba, but there are essential differences between the two, just like Alibaba's internal positioning of Tmall and Taobao.

Seven years ago, Alibaba CEO Zhang Yongcai had just worked for this company, and many years of experience in retail industry led him to think of the way to make Tmall enter the line of sight of users with the help of "making sections".

At that time, the goal was very clear, that is, to promote business pactions and improve platform trading volume.

With Tmall's brand line of vision, it has become more and more mainstream, and Taobao has found it difficult to locate other than the word "omnipotent".

This has prompted new changes.

Zhang Yong once told reporters that the positioning of Taobao and Tmall will gradually differentiate.

"Taobao wants the sky, Tmall wants to enter the land.

If Tmall wants to expand the offline brand, Taobao will become a community.

If Taobao still has data on physical goods and sales, it can't compete with B2C, no matter how much it sells.

I hope the impression of Taobao will be injected into the minds of young users.

The festival of creation is more like the debut of "new Taobao".

The scene is full of grotesque, VR and all kinds of digital, handcrafted original products, Japanese super popularity program "super change", just red artist idol, net red live broadcast and so on.

"Before, it was mainly online, but this time we came to a different one."

Dong Benhong talked about the original intention of the creation Festival. Taobao is still "omnipotent", but it is a bit like a cure for all kinds of diseases.

And "creation" is a word that encourages young people to act. It focuses on participation and is very suitable for Taobao.

The "the Imperial Palace Taobao" is a new "IP" born under this thinking.

He Jingping, Taobao creative director of the Imperial Palace, told reporters that the Imperial Palace Taobao has changed from the normal style to the normal sprouting style, after nearly ten years of groping.

Around 2008, the Imperial Palace opened a Taobao store until 2013, because of a group of Yong Zheng dynamic charts.

"We hope that all the surrounding areas can be displayed in a way that is very relaxed and very grounded.

Because it must have its own commercial value. "

At present, the annual sales volume of the Imperial Palace Taobao has exceeded one billion yuan.

Buy+ strategy

In addition to Taobao's unswerving strategy of community, content and interaction, Alibaba launched Buy+ strategy in June this year, namely VR (virtual display) shopping and AR (augmented reality) shopping.

From the site of the creation Festival, we can see that the biggest application of technology in Alibaba is still combined with shopping.

For the first time, Buy+ showed two shopping scenes: Women's bags and men's and women's underwear.

Consumers can enter the virtual store immediately with the "helmet", watch the bag 360 times, and even see the reality effect of the model.

Then, through the communication with the robot shopping guide, the order is placed quickly.

However, due to the high cost of VR equipment, it is still unknown when the experience will enter ordinary consumers' homes.

It is worth mentioning that MagicLeap, Alibaba's AR company in the US, also debuted in China for the first time.

With the participation of Google, Qualcomm, Warner Brothers and other top investment companies, MagicLeap is still one of the most imaginative companies in the industry even though it has no core products.

MagicLeap's chief marketing officer, BrianWallace, revealed in his dialogue with Dong Benhong that VR was actually a very traditional technology, ten years ago, but the cost was too high and it didn't land very well.

"AR is like GoogleGlass. You will have an electronic view in front of your glasses, but you can't interact with real life.

MR (MediatedReality, mediated reality) is our latest technology, it can enter real life, at the same time can recognize your own position and participate in interaction.

In his view, if the virtual world can interact with the real world, it will cause great changes in daily life.

In fact, no matter how the future Taobao combines with content, innovation and technology, it will only affect users' participation in making decisions when shopping.