Double 11 Is The Hottest Topic For This Time.

From October 21st, the live broadcast of Tmall and Taobao will jointly build a live broadcast venue. Correspondingly, Taobao's live broadcast resources will also be adjusted.

Before the three live resources of live broadcast, live broadcast and live broadcast on Taobao live page, it will be adjusted to double 11 live broadcast resource location and daily routine content live location.

Among them, the dual 11 live resource location mainly follows the shared content led by Tmall, Taobao and Ali fish three parties, as well as the live broadcast content of Taobao's Top250 anchor.

In Taobao's regular content live location, as long as live broadcastes can broadcast live directly, of course, the live content of Top250 anchors will be shown simultaneously.

What is important is that in order to ensure the live broadcast quality of the conference hall, the 250 anchors who have been selected from different levels have to reach the cooperation with the merchants through the V task of Ali.

On the allocation of resources,

The live page will be divided into three parts: head resource bits (Hai Jingwei), intermediate resource bits, and bottom resource bits.

The content of the head resource location is basically dominated by Tmall's brand live broadcast; the intermediate resource location is mainly based on the quality business and the content of the Taobao Top250 anchor group; the bottom resource location mainly takes the recommendation of personalized recommendation and algorithm, and recommends the "Canghai legacy" which has not entered the main venue to the user.

"No selection of live broadcast of Taobao Top250 anchor day group will be invited back to the double 11 live broadcast venue due to content innovation, live activity and attention.

Yuan Yuan, a senior operator of Taobao broadcasting, said.

In addition, based on the quality and visibility of dual 11 live content, double 11 live broadcast will also consider cooperation with external live platforms, as well as traditional media organizations, television stations and other platforms to achieve multi linkage and "urban coverage".

At that time, Youku App will also set up a double 11 live room to maximize the brand exposure and publicity.

"Through high-quality content and the best way of live broadcast, let the brand from gathering popularity to crowd precipitation, to the two operation, the two pformation, are completed here."

Chen Yan, director of Tmall's live broadcast and President of the double 11 live broadcast of the president, said that according to the previous live experience of over 100 live on Tmall, she found that the marketing and marketing of live broadcast can be done by Chen Yan.

In the field of electricity providers to achieve the perfect combination, the effect is remarkable.

In addition, in view of the different platform attributes of Taobao and Tmall, there will be some differences in the presentation of live broadcast.

For example, many brands on Tmall will have brand spokesmen, so Tmall will focus more on the stars in the live broadcast, while the Taobao live broadcasting ecosystem should be more abundant, and it will be biased towards the grassroots.

Live broadcast.

Although they are two different live content, they will interoperate on product attributes including rights, contents and commodities during the double 11 period, so as to satisfy consumers' needs as much as possible.