How Long Can We Maintain The Myth Of Double Eleven?

The Alibaba's double eleven all day balance was finally fixed at 268 billion 400 million yuan, an increase of 25.71% over 2018. It's only one percentage point lower than last year.

Double eleven has entered the eleventh year. With the continuous improvement of volume, the slowdown in sales growth is inevitable. In addition, the major electricity suppliers now almost all year round to launch a wide range of promotional festivals and subsidy schemes, consumers also had an aesthetic fatigue. Under such circumstances, Alibaba can still do this year. It's really not easy.

When asked how to maintain Alibaba's annual growth rate of double eleven, Dong Benhong, chief marketing officer of Alibaba, said in an interview with BoF on the day of double eleven, "the current consumer market is becoming more and more fragmented, and consumers in different markets have different lifestyles. Businesses need to respond to their different needs. This year, we are more active in docking supply and demand to provide more efficient product mix recommendations for brands."

His remarks reveal the two directions of double eleven Alibaba to boost growth this year: one is to sink to the lower market, the other is to provide planning and suggestions for product release with brand cooperation.

　　 The low line market is the biggest growth point.

If you think that two eleven cats will be the only Taylor Swift to attend, it's wrong. In fact, this year, Alibaba has brought the double 11 parties to more low level cities through live broadcast, and the styles of those parties are very local characteristics, specially designed for young people everywhere.

As of June 2019, more than 70% of Alibaba's new users came from less developed regions, where user penetration reached 40%.

This year's double eleven, Tmall joint Juhuasuan, launched the "personalized customization" for the sinking market. This method has been successfully tested in the previous 99 cost-effective sections.

At that time, Juhuasuan surrendered GMV 58 billion 500 million, equivalent to eleven of last year's 1/4, of which 60% from the sinking market (three line cities and below). The main product to help brands reach the market is customization. The whole cotton era, perfect diary, SUPOR and other brands have gained a large number of users from three or four line cities through this way.

Compared to the 200 custom-made products, 1000 brands and 1000 customized products are the main targets of this year's eleven Juhuasuan. Among the 1000 brands, head brand is the main brand, 80% of which are newly joined brands, while fast wear and clothing brands account for 70%.

"Many custom made products can only be seen by users in cities below three lines, which is called directional display crowd. The aim is to make this product get more money for explosions and precise bursts of money, "Yun Yun, general manager of Juhuasuan brand business, told the media before eleven.

Live broadcast is the absolute leading role of double eleven this year.

Even Taobao's trump anchor is in the double eleven period, tilting the resources to the sinking market.

A live broadcast by Taobao, one of her sister, on the eve of double eleven, including many media interviews including BoF, said that the biggest highlight of this year's double eleven is that she has sold everything from beauty makeup to cars, five star hotels, movie tickets and so on. "We also cooperate with many counties to sell some products for poverty alleviation. The role of anchors in the future may be more to package these products and help them build brands, "said Wei.

In 2018, Taobao realized more than 100 billion yuan of GMV through live broadcast, with an annual growth rate of 400%. According to a report by DDT, the number of people watching live broadcast in China last year reached 456 million. There are more than 4000 broadcasted hosts on Taobao, with 150 thousand hours of live content per day.

This year is also the first year, Taobao live broadcast has become the most mainstream consumption mode of double eleven, and half of Tmall's brand businesses live on double eleven.

"Double eleven in previous years is the interaction between people and goods, but this year we want to make it more interesting and to enhance interaction between people. You can see that the anchor of this year's brand live broadcasting is not only KOL, but also CEO, government leaders, product development managers, designers and so on, "Zhao Yang, director of Taobao's live broadcasting, told BoF.

The first step for Kim Kardashian's personal perfume brand KKW to enter China is to work with Taobao anchor. In November 6th, during the warm-up period of double eleven, Kardashian and Vic were connected for 30 minutes, attracting more than 13 million fans to watch online at the same time, and 15000 bottles of perfume sold out in 1 minutes.

On the same day, Tmall international first released the "net purple Avenue" plan, through the content IP+ store mode, the star with its own brand can enter the platform to open overseas flagship stores, and stars and daring people can also bring goods to the imported products through the exclusive stores. The idea is to build a new ecosystem of import consumption.

Liu Peng, general manager of Tmall import and export business group, said: "net red" red to purple "has become" net purple ". Although it follows the essence of net red belt, "net purple" undertakes the mission of bringing goods to Tmall International's imports. According to official data, up to now, the "net purple" ecosystem has brought together more than 500 Chinese and foreign people from 10 countries, covering a number of Chinese and foreign social media platforms such as Taobao live broadcast, micro-blog, B station, Xiaohong book, Youku, YouTube, Instagram and many other Chinese and foreign social media.

Some "net purple" can be described as "big names", such as pop singer Rihanna, American reality TV star Kim Kardashian, Australian supermodel Miranda Kerr and British make-up artist Charlotte Tilbury. Even if it's just "air links," the starting lineup makes the audience scream.

The beauty make-up brand is the biggest winner of this year's double eleven.

Beauty care and beauty products are the best selling products in the double eleven live shopping mall.

According to Taobao's live broadcast data, the number of double eleven beauty industry launched business has increased by more than 200% over the same period last year. In October 21st, on the first day of the double eleven pre-sale, a total of 56 brands were broadcast live in the flagship store, of which the viewing volume of Estee Lauder's Live Room reached 755 thousand, while the average value of the beauty brand's viewing was 129 thousand.

Estee Lauder announced that it sold a double eleven full day sales record last year with a turnover of more than 500 million yuan in 25 minutes. Its star product, small brown bottle eye cream, was sold out 36 minutes and the turnover exceeded 200 million yuan.

Double eleven actually started selling since 2012, and the pre-sale time this year is not ahead of schedule. Through the pre-sale, double eleven overall transaction results preposition has become an important means for Alibaba to realize the continuous growth of the total turnover of double eleven every year. This year, the live broadcast has also been introduced to the pre-sale period, and the energy of the campaign has been accumulated to an unprecedented scale.

On the morning of October 21st, Li Jiaqi and Wei Ya broadcast live together, joining this year's double eleven warm-up of the first camp. It was in Li Jiaqi's live room that tens of thousands of Estee Lauder's small brown bottle eye cream was robbed in 1 minutes.

What you probably don't know is that Li Jiaqi was the first member of L'OREAL's 200 special counter BA to train Taobao bloggers. It was a new project promoted by L'OREAL in the Chinese market in 2017, transforming the counters into KOL on social platforms. Data show that Li Jiaqi broadcast 80 games for L'OREAL in the first half of 2018, bringing more than ten million direct sales to L'OREAL.

But now, KOL marketing has long been an open way for beauty brands. Not only are L'OREAL giants and Estee Lauder giants familiar with their own products, but also a better local brand.

As the competition between the head KOL becomes hotter, the power relationship between the brand and the anchor is changing. On the day of double eleven, "Li Jiaqi was picked up by dove in the event of" Dove ", and the dove, which was absent from the live broadcast, later appeared in the live room of Wei Ya. For a long time, the key to the competition between head anchors is lower price than the live broadcast. For brands, the factors that need to be considered are more complicated.

"Today's cooperation with KOL is crucial to the beauty brand, but for the brand, the key is to find the right KOL. A good KOL must have a real self expression. They convey their brand message through live broadcast, rather than the brand message they bring, so what we need to do is to share our research with them and help them better serve consumers, "said Stephane Wilmet, chief consumer officer of L'OREAL, to BoF.

L'OREAL has worked with Tmall new product innovation center this year. With the help of Alibaba's consumer insight, it has developed a new product named RevitaLift for the Chinese market. It started on Tmall platform on the double eleven. The work of Tmall new product innovation center, founded two years ago, is to help brands develop new products through big data insights. At present, Tmall new product innovation center has reached strategic cooperation with 100 global groups, covering 15 industries, covering 800 brands, and the brand new product incubation cycle has decreased from 18 months to 9 months on average.

Through consumer surveys, it is found that Chinese consumers use anti aging products more young than Western consumers. They are mostly for the purpose of prevention. Therefore, the selling point of RevitaLift is the "zero hour night cream", specifically targeting young people's market.

The reason why the beauty brand is the best in live broadcast, Zhao Yang, who is behind the MCN of Wei Ya, CEO Huang Tao and the head of Taobao's live broadcast, gave her own interpretation to BoF respectively. Huang Tao believes that "the biggest feature of live broadcast is authenticity. For cosmetic products, people need to try and feel, especially through live broadcast, which can replace consumers to complete these tasks." "Beauty as a big product on Taobao, many consumers already have quite professional knowledge reserves, and their learning ability is very strong, which further forces the anchors to improve their professionalism constantly," Zhao Yang added.

All these marketing strategies will be replicated very quickly, and competitors from Alibaba will also bite. This year's double eleven, Jingdong cumulative orders of more than 204 billion 400 million yuan, an increase of nearly 28% over the same period last year. More than 10 billion subsidies were put into practice, indicating that sales of agricultural products from poor areas increased by more than 220%. Whether Alibaba can hold the home of double eleven will wait until next year to fight again.