Tmall'S "Double Eleven" Ushered In The Eighth Year. What Method Does Ma Yun Use This Year To Seduce Consumers To Buy And Buy?

Tmall's "double eleven" has entered its eighth year.

When the concept of double eleven is still in the "chopping hand" level, Tmall has held the first "double eleven Carnival" in 2015: the big coffee and small meat gathered, and the "card house" President Kevin Spacey's appearance.

007, together with treasure hunt, we gathered the top entertainment resources at home and abroad to help online consumption.

The success of this evening also made Tmall see the possibility of developing the "double eleven" into a super IP.

This year, Tmall will join hands with Zhejiang satellite TV to create a national entertainment feast.

Introduce more internationalized operation, create more subversive imagination and multi screen interaction, and create a live party featuring "the most popular stars", "the most creative ideas" and "the most powerful interaction", which embodies the integration and innovation of "TV + Internet".

In the August 16th cross border cooperation communication conference, "2016 Tmall double eleven carnival night" exclusive naming business announced, and spent the famous daily chemical brand Shanghai Jahwa.

However, the 100 million yuan exclusive title right on Tmall double eleven carnival night is just the beginning.

Dong Benhong, chief marketing officer of Alibaba group, is mature.

Under the cooperation of the big entertainment forum, Ali aims to make Tmall double eleven carnival night into the international super bowl IP.

General manager of the Ali fish should Hong think that the "double eleven carnival night" will greatly enrich and expand the connotation of double eleven, making it from a business card to a cultural and entertainment business card, and toward the "double eleven Carnival" intensification of this direction.

"This year's double eleven party is still in its investment phase, but we hope to become a global entertainment festival in the next 2 to 3 years.

The value of Alibaba's realisation will be more reflected in its ability to gather brand merchants and entertainment resources.

Millions of Yuan famous online shopping feast

In the domestic entertainment market, the number of naming fees at a million yuan level is numbered, which shows that the two 11 parties are being watched and touted.

Xie Wenjian, chairman and chief executive officer of Shanghai's JP, this time, said at the press conference: "double eleven revelry night is growing up to be the global attention IP. It is the youth generation's attention.

We are willing to take part in this historic moment of the double 10 party. "

118 year old Shanghai Jahwa has famous brands such as Herborist, GF and Liushen, but it left many people's impression that it is a daily chemical brand that only sells in stores.

However, in last year's double eleven carnival night, Shanghai Jahwa was already one of the first businessmen to appear on the big screen.

The data showed that the full brand of the Shanghai family's flag in the 2015 double eleven total network sales exceeded one hundred million yuan, compared with the 2014 double eleven, the increase was more than 300%.

The men's make-up brand GF is the first to get the whole network traffic of Tmall. In the view of Guo Dingqi, general manager of Shanghai Jahwa digital marketing department, this is "inseparable from double eleven".

Under the penetration of the Internet, business has become an online and offline display and interactive behavior.

Shanghai Jahwa just released the 2016 semi annual report shows that the company's e-commerce business income of 340 million yuan, an increase of 45.81% over the same period, becoming the fastest growing sector.

As a traditional enterprise, Shanghai Jahwa also looks forward to the pformation to the whole network in cooperation with ALI.

"We put forward the concept of buying and selling while looking at it three years ago, and now we call it" watch and play ". Double eleven is a typical representative and attempt. It has arrived at this time node in technology and user habits.

So we ourselves are very optimistic about this trend of convergence.

Guo Dingqi told reporters.

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General manager of the Ali fish should Hongye said that the cooperation between Shanghai Jahwa and Ali has been a long time ago. It is the first batch of cooperation partners of Ali. Since last year's Tmall double eleven carnival night was launched, the efficiency of Shanghai Jahwa's decision making in the whole intervention process has been admired by him. "Last year Jahwa was also the first decision, and we started communicating with us very early this year.

So we feel that such a large group has such a long history and 118 years can still maintain a fast decision-making mechanism, which shows that this enterprise is very dynamic.

In addition, he thinks Ali and Shanghai Jahwa are different in different fields, but they are common in business positioning.

High interaction

platform

The first "double eleven carnival night" presents an interactive entertainment feast featuring variety content, Star Games and mobile shopping.

In addition to airborne stars, the most popular concern is the high interactive game, which is different from traditional parties.

According to the relevant data, in just 3.5 hours, a total of more than ten million consumers participated in the "shake" interaction.

The multi screen interaction effect is even more remarkable.

Amber Kuo appeared only 3 minutes in the evening party, and the volume of Korean store store surged by 200 thousand UV.

2016 Tmall double eleven carnival night also further tried the combination of brand and program depth, online and offline interaction has also become the most important point in the party.

"In traditional TV programs, viewers always passively watch advertisements. But on Carnival nights, we hope to shake up the Tmall client phones and achieve instant interaction with the customers and the advertisements displayed on the TV screen. What you see is completely accessible to you."

Ying Hong told reporters.

Just one day before the conference, Ali team decided to return all profits from hard and broad income to consumers on that night.

"That means watching advertisements is like robbing red packets."

Should be macro.

He hoped that such sincerity could make the attention advertising become a consensus of the audience.

The double eleven party will also choose four golden "1 minutes" sessions, which are the most golden gold Festival parties. They are "global consumers, participating in double eleven global businesses, global public welfare organizations, and double eleven ecology" free promotional videos, which will lead to the bullying effect.

The form of "cross screen entry and instant interaction" will also restructure new marketing methods and break the gap between platforms such as TV, Internet and mobile network.

In order to achieve this interactive effect, Ali will also make innovations in interactive technology.

In this process, the support of Zhejiang satellite TV is also very important.

"Internet + must be combined with Zhejiang satellite TV to produce new games, so this is why we still believe in TV advertisements today."

Ying Hong said.

In addition, Tmall double eleven carnival night is also a collective appearance of Alibaba group's large entertainment section, including the oneness group (Youku potatoes), Tmall magic box, shrimp music, UC headlines, Tmall client, High German map and other platforms, all will form the live broadcast matrix of the evening party to help double eleven carnival night.

Ying Hong believes that, from the technical structure and resource reserves, the big entertainment sector is expected to achieve interoperability through the eleven double parties, and is also an important step in the development of the "double eleven carnival night" into a super IP.

Guo Dingqi, the representative of the naming business, sighed, "Ali's entertainment sector and the electricity supplier of Ali are able to build a chemical reaction with each other. It is really a very imaginative thing."