"Tmall Double Eleven" Play A Preemptive Look At Interactive City + Live Broadcast This Year'S New Look.

In September 12th, 2016, Tmall mobile double 11 business conference was held in Hangzhou, and a series of themes and gameplay were also released.

Among them, the "interactive city" and "

"This year has become the focus of Tmall mobile double 11 play, and various policies that focus on these two points are emerging.

At the meeting, Er Chengpeng, a Tmall mobile phone, said that from the research data, the top three choices of consumers' double 11 purchase were: large price and policy preferences, new cell phone models, convenient logistics and after sales service.

Among them, a large price and policy preferences are the most important concerns of consumers.

In order to cater for these three needs, Tmall mobile will launch the double 11 around the "discount", "live broadcast" and "new product offering", and prepare marketing tools such as "large single product coupons", "live guided shopping" and "interactive city".

Create a hot double 11 atmosphere.

Interactive city play exposure, improve traffic flow significantly

From the meeting mentioned the game tools, in addition to the full play, double 11 party, red envelopes and other conventional play, interactive city has become the Tmall double 11 preheating period marketing tool.

In the interactive city interface, consumers can browse through the rolling up and down of mobile phones. When rolling, consumers will perceive a ball interface.

Will be displayed in the form of 3D, consumers can click logo (building) into the shop interaction to receive a red envelope.

Cheng Peng said that compared with the traditional red enveloped rain, interactive city to upgrade the flow of conversion is more obvious, because in the interactive city interface, consumers can only enter the store to receive a red envelope.

In addition, the situation of rolling form has also increased the atmosphere of consumer entertainment interaction.

In addition to the introduction of the game, the threshold of the interactive city is also mentioned. Businesses can communicate with Tmall mobile operator Xiao 2 and ask for details.

Double 11 day plan saves business cost.

Compared with other industries, the offline layout of the mobile phone industry is more complete, and there are more advertising outlets under the mobile phone business line. For Tmall Mobile's Tianhe plan, as long as the ~11 October 1st 11 days of the month, Tmall's VI can be exchanged for the 11 generation currency when the ads are delivered, and the merchants can use these 11 instead of cash.

Buy advertising resources.

It is worth noting that the tokens that were previously obtained through the Tianhe plan can be consumed during the period October 15~31, while the 11 tokens are evenly consumed according to the actual traffic volume of the platform, and businesses do not need to operate.

First exclusive new mobile phone, shop flow will burst.

Live broadcast is a double 11 key publicity mode, while in Tmall mobile dual 11 venue, businesses can take advantage of double 11 and jointly launch Tmall mobile phones, so that more traffic and live resources can be obtained.

In addition, Tmall mobile dual 11 live platform will invite the founder of the brand, CEO and other BOSS platform to open the lottery, and issue the brand coupons to form a communication effect.

In addition to the above key strategies, Tmall mobile also mentioned the key points for mobile phone brands to double 11.

1. top quality products: focus on new products and new products, and these new products and new products need to have the following characteristics, including the exclusive start of the whole channel, super performance price ratio, adequate stocking and full pre heating.

2. super privilege: Double 11 consumers are more sensitive to the discount, and need more than usual promotion.

3. integrated traffic: integrate all the channels of the brand into Tmall platform, including both the preheating period and the official stage.

Actively participate in the "double 11 party", interactive city investment.

The 4. big data marketing: Tmall will assist the main brand's flagship product to select the core users, and the brand side will help Tmall to reach the core.

5. organization guarantee: a complete double 11 project full-time butt team.

6. don't forget the second half and the return.