@新熵 Original
Author丨Gu Twenty Editor丨Yi page
With the arrival of November, many merchants officially started selling, and also ushered in a new business outbreak opportunity point of Tmall Double 11.
As early as the early purchase stage, many merchants have made a good start to Double 11 through the business strategy of "multi-frequency fast income, winning incremental dividends of three centers" launched by Alimama this year. Among them, the performance of merchants in the two central fields of content and live broadcast is particularly prominent, with short video promotion helping merchants to plant grass and purchase more than 600% year-on-year, and the new objective view of the live broadcast room accounts for more than 90%.
After the official launch of Tmall Double 11, merchants have also continued to make full efforts in these two incremental fields to achieve multi-frequency and fast collection.
Brand good content finds new business increments
With the omni-channel penetration of Tao content, whether it is the first guess, or search, shopping, attention, and store, in any consumer movement, Tao has laid out a wealth of grass content and commodity content, and more and more consumers are watching content in Tao system.
The average number of content views per visitor increased by more than 200% year-on-year, and the average traffic per content increased by more than 150% year-on-year. During the big promotion, the content showed a super pull force.
Many businesses will do a good job in content increment as one of the business strategies of this year's Double 11.
Taking Lan's as an example, through the activity of #Lan's 21-day feeding physical examination plan, more pet people were invited to experience the journey of scientific feeding with Lan's, which helped the brand complete a high-quality and effective communication with the pet crowd in the interaction, and successfully precipitated 1,600 high-quality real word-of-mouth UGC on the off-site platform, shaped brand awareness around "scientific feeding", and accumulated users' preferences for the brand in advance.
Then, based on the product strategy of large single products, the Taonei live broadcast experts were arranged in advance to provide evidence, and the variety show IP was used as the entry point to carry out brand marketing and lock the minds of users.
In the end, on the basis of consumption decisions and planting good content, Lan's legendsandy launched through the multi-scene launch of Alimama Wanxiangtai Unbounded Edition, and cooperated with a large number of Alimama Bailing channel stations to achieve efficient drainage of new customers, with a year-on-year increase of 60% in membership increment, and a year-on-year increase of more than 2000% in the pre-sale transaction amount of Double 11.
Under the new ecology of the Tao system, not only can the head brands achieve a multi-frequency explosion of business through good content, but new players in the Tao system also have the opportunity to grasp the incremental dividends of content
Take the insight into the needs of young people to relieve pressure, and the rise of self-pleasing consumption to create hand-made products as an example. Xihua handmade products were launched on Taobao in June this year, and they have been loved by many young people with their unique designs.
However, in the process of growth, the brand also encountered challenges such as insufficient exposure of new products and too long growth cycle. In order to further expand the influence of the store, Xihua handmade grass planting content inside and outside the station, and cooperated with the content scene launch of Alimama Wanxiangtai Unbounded Edition, which successfully increased the number of payment pieces by 38% month-on-month.
The new power explosion was also achieved in September. As a new business, during the Double 11 period, the brand achieved a 32% month-on-month increase in the number of transactions with a multi-dimensional product portfolio through the precise crowd promotion scenario of Alimama Wanxiangtai Unbounded Edition and the keyword promotion scenario of Wanxiangtai Unbounded Edition.
Layout of the live broadcast center to help the business explode at multiple frequencies
In addition to the content increment field, live broadcast, as the second business center of the Tao system, is also a key business field for Double 11 merchants.
During this year's Double 11, both platforms and merchants have increased their investment in live broadcasting. In terms of platform, Tao continued to create various IP special sessions around live broadcasts, launched a series of support policies, and provided incentives such as cash and traffic; In terms of merchants, with the combination of Alimama's product functions, merchants can live broadcast more frequently and achieve rapid business explosion at multiple frequencies.
In order to achieve the business explosion of Tmall Double 11, Whirlpool strengthened its efforts in the live broadcast room during the Double 11 period, used keyword promotion and precise crowd promotion to increase the scale of grass planting, and used Wanxiangtai store-wide intelligent investment to promote the ultra-efficient transformation of the store's water storage assets, and the ROI of the whole store's intelligent investment in the pre-sale stage of Double 11 was 5 times higher than that of self-investment, and the GMV of the whole store increased by 42% year-on-year in the first 4 hours before the outbreak of early purchase.
With the help of ecological partner Shihe, Yangshengtang Cosmetics has launched through the multi-scene launch of Wanxiangtai Unbounded Edition, combined with DEEPLINK strategic groups to reach key groups to promote the deepening and transformation of the crowd, and for the first time cooperated with Alimama Dharma Pan for digital intelligence strategy to explore and co-build the topic of deepening the penetration of the target group for the essence category. As of the time of statistics, the transaction volume of the whole store increased by 116% year-on-year; THE POPULATION ROI OF THE DEEPLINK STRATEGY WAS 400+% HIGHER THAN THE POPULATION MEAN (A SINGLE POPULATION).
The synergy of the three centers has achieved continuous and multi-frequency business outbreaks throughout the year
In addition to the content increment field and the live broadcast acceleration field, the store center field is also a new opportunity that merchants should seize.
It is reported that the purchase probability of potential single products after searching/recommendation/store page browsing will be more than 50% higher than that of other channels, and the purchase probability of new customers after browsing will be 227% higher than that of other channels. Whether it is a super brand or a growing merchant, with the store as the center and the linkage operation of people and goods, Double 11 can achieve efficient conversion of global traffic.
With the help of Alimama AI large model and series of product capabilities, merchants can scientifically lay out the operation of the three centers of Tao stores, live broadcasts, and content, which can not only break out this year's Double 11, but also achieve a continuous multi-frequency outbreak throughout the year.
From the consumption carnival in the era of traffic to the intensive cultivation of returning to the users themselves... The new pattern of Tao business operation has changed the understanding of merchants on Double 11, and has also contributed to the upgrading of business methods. The stories of brands constantly finding more new business opportunities in the Tao ecosystem will continue to emerge in the future.