Tmall Double Eleven New Strategy This Year, 2018 Strategic Disclosure

Double eleven is getting closer and closer, and the specific gameplay is also gradually emerging.

At the assembly conference hosted by PINGO international,

Electrical appliances, decoration materials, general manager of the first time, Dong Yi first revealed the eleven double Tmall this year.

The method is confidential.

This includes both the cool VR black technology applications, the offline live scenes, the online content interactive marketing, and the Tmall smart, a smart speaker just launched soon, has also played a sauce in it.

It can be said that there is no excitement.

Tmall will launch the DreameHouse project for the first time in this double eleven, and create 5 container home scenes in the busiest business district in the country. In this scenario, please broadcast live stars, test voice interaction, and interact with online scenes.

At the same time, winter also revealed the strategic direction of Tmall electric appliances in 2018, and will create a brand new flash POP-UP STORE store in the national core city business district.

The following is winter's speech.

During this period, we are thinking about a problem. Tmall can help other than that.

Selling, what else can be done?

After the internal debate, we finally reached a consensus that we should continue to help the brand achieve its sales target, and we also need to provide three aspects of help for the leaders of various industries.

First, we hope to help consumers to find and find more accurate consumption potential through the consumer data analysis and industry prediction, and combine the advanced technology of the brand to better lead the development of the industry.

For example, in the past few years, we have seen a very interesting phenomenon. Users who buy home related products in Tmall are initially inclined to purchase single products, and later they are packages, and then they are solutions.

In 2015, we invested a lot of energy in building the whole home decoration industry of Tmall. Now we see that the home improvement company represented by PINGO has made great progress through Tmall.

Last year, PINGO became the second largest brand in China by 480 million.

Second, we want to pform these new technologies and new technologies into a real consumer lifestyle, thus promoting consumption upgrading.

In 2015, at Tmall, we saw a very strong demand for dishwasher. At that time, our product structure, apart from a small number of foreign brands in high-end dishwasher, the price was very expensive, almost no brand in the domestic market.

Like the United States, although it has been doing the dishwasher for 16 years, it has been doing the foreign market, not aiming at the domestic market.

At that time, we launched a Tmall custom dishwasher, which used data to match Chinese habits and enhanced drying and storage functions in this product.

We can see that the price of this commodity can not exceed 4000 yuan by data reflection. As a result, this product sold well after being sold online.

Later, SIEMENS and Tmall jointly launched the Chinese dishwasher. We can see that now Tmall has more than 100 dishwashers, with different styles, different functions and different prices, satisfying the needs of different Tmall consumers.

We think this is a very typical case of promoting consumption upgrading through data observation.

Third, we also want to help brands to brand technology and excellent products in the context of the global mobile Internet and AI, and better contact with the brand's target customers.

More effective relationship with them, thereby forming the pformation, to obtain the ability to operate new consumers.

In 2015, we gained the ability of content marketing through content operation and recommendation of personalized algorithm.

In 2016, through live broadcast, through video, and through the upgrading of global consumption, we gained the ability to disseminate brand through wireless stereo matrix.

2017 is the first year of new retail. We hope to help the brand to shake hands with consumers through many of our innovative products.

How can we help brands improve their capabilities?

Actually, the best opportunity is double ten.

The annual double eleven is not just a shopping carnival for consumers, but we think it is a redefinition of the industry pattern.

Next, I would like to share with you some of the specific aspects of this year's double eleven.

First of all, in May 2017, Tmall upgraded the brand. We put forward a new concept of Tmall in the ideal life. In this year's double eleven, we need to let consumers feel the ideal consumption of life.

So in this year's double eleven, we will launch a project called DreameHouse, which includes content marketing, world marketing, and offline large-scale show, including the embodiment of black technology. It will make Tmall's life proposition more and more young people feel and show the home of the dream.

Through video this way, in this year's online real scene, we will realize the definition of imagination in a house and different people for different families.

We will use five large containers in the most fashionable and most fashionable landmarks in China's first tier cities. Different space will be built inside the container, and a different theme space will be launched every two days before the eleven days before the double eleven warm-up. This will enable users to get super infection, and it will be very shocking to the effect of Tmall's ideal home.

Combined with the five ideal life trends that Tmall considers, combined with the consumption proposition of home consumption, we define five ideal spatial trends.

For example, in the bedroom, we give the bedroom concept is a single person's life scene, in a small space, the use of the ultimate design ability, the ability to use the world's deformable furniture, to maximize the use of space, at the same time reflects the space occupant's individuality.

We will be in the space, through the Tmall elf, according to Ali's intelligent system, users can voice the form, tell the scene he needs, experience the changes in the living environment brought by technology and intelligence.

Nowadays, the most popular and most popular way of life for young people is plaything determination.

In this scenario, we have the projection system of the whole big screen, the most advanced video game system in the world, and so on. It is the highest embodiment of solo and hedonism.

You can imagine a scene, when you walk in the busiest and most fashionable streets in Shanghai, suddenly see a huge container, this container slowly open, you see there is a scene that can represent young people's future life proposition, you can imagine that the mood must be very excited.

Not only for the design of online scenes, but also in order to make this event arouse the greatest discussion in the whole society, we will invite the stars, including net red, to broadcast live, invite them into our scene, through their life experience in the scene, through interactive live broadcast, the fans will feel the commodity and lifestyle of the scene, including the life style.

I think one of the most valuable things is that all the products in this field are provided by the brand of Tmall participating in this event, and they are all real products.

In this event, we will also use the holographic projection display for the first time in China. We imagine a scene, night falling and the crowd dispersed. Suddenly, there are 5-6 different scenes of life seen in our video on the facade of the container. The way of life is concentrated in one space and one time. We hope to lighten the center of a city in this way, bringing the unparalleled visual experience and the brand-new way of life to the citizens of this city.

Second, after the globalization of Tmall in 2016, we are not only buying and selling globally, but now we are helping more brands to go to sea together. With the help of Tmall's global retail influence, we are promoting the brand's products and experiences abroad.

Third, double eleven this year, we will pay special attention to maintaining Tmall super members, providing special scarce goods for super members, and providing special members' rights in advance.

The last one is new retail. This year we will break the so-called fragmented and distorted situation in the past online and offline. Our new retail solution in this industry is a smart store.

There are four differences between smart stores and traditional stores.

First, it uses Tmall's VI system as a store, including gate, cash register, price tag and navigation.

When a user goes to the shopping mall, the store actually has access to the Internet through Ali's data.

It turns out that we can see how many customers come to a store every day. We can not know it. But in smart stores, we can know all the comprehensive users of the Ali department within 10 km range.

For example, I will tell him that this shop has a signing conference in January 1, 2018, and it will get a lot of additional rights and interests when coming to this store. This is the embodiment of Ali's data for offline stores, which can be actively marketing, actively touting, and actively initiating.

In addition, there is an intelligent interaction in the store. We will upgrade the stores technically, including face recognition.

Our data can know what kind of decoration the user likes.

For example, this user has seen a lot of American style decoration in Youku and Taobao before. We judge that this user is fond of American style. If this user enters the shop of PINGO, we can see a shopping guide screen, which must be American style.

In addition, there are many black technologies in it, such as the VR penetration technology I mentioned just now, including unpaid technology.

We hope that smart stores can provide users with better services in the future, so that users can enjoy the value and fun of new retail.

This year's double eleven, we will use a lot of Ali's black technology, including AR perspective technology for the first time.

For example, for example, when we enter a space, we can see a sofa. In traditional life, there is often a situation where people can't be in the home. They can't imagine whether the sofa is in my house and whether it fits with the style in my house. I can't calculate the size of the sofa for me in detail.

When I was at home, I could not see the sofa outside.

This technology is very simple, take a look at the merchandise, the goods receive the phone, after coming home, holding a cell phone to your sofa want to layout area, through the projection of the screen, you can see the sofa in this area, its style is the same as what you want, including the size is appropriate, if appropriate, you can buy directly.

Black technology like this will debut for the first time in the world.

In addition, this year's double eleven will create some exclusive souvenirs for the brand we cooperate with. It is limited. We are going to make 10 thousand copies of consumers who are deeply involved in various cities across the country.

At the same time, I would like to introduce to you, what will Tmall do in 2018 on the basis of the entire marketing matrix in 2017?

First of all, we will launch a brand new super brand; second, we will create 100 brand stories; third, we will build a brand new flash POP-UP STORE store with the brand in the national core city business circle.

In 2017, we joined TED to become a super brand. We actually want to give a platform to entrepreneurs who are committed to changing the society and human beings. We hope to inform users through this platform's ideas and ideas.

Tmall has integrated 100 original content organizations to create a particularly large matrix. Our goal is to help 100 brands in 2018, and build up the brand name to exceed mousse, even to BMW's traditional effect in 2017, through the content creation matrix.

The project of POP-UP STORE will be carried out in the core business district of 11 cities by Tmall union brand in this business circle.

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