The whole station welcomes the cooling! Tmall Double 11 pre-emptive pre-purchase warm-up will start early tomorrow, and there are only 4 days left before the first wave of spot sales! The annual Double 11, the first wave of pre-sale sounded the double 11 e-commerce annual major activities. The hot pre-sale data has proven that millions of merchants have captured huge business growth opportunities with the help of Alimama's definitive growth path.
According to statistics, on the first day of pre-sale on October 14, 1,000+ merchants participated in the Double 11 "Site-wide Product Efficiency Promotion", and completed the exposure of more than 1 billion accurate people inside and outside Taobao; More than 1.3 million items were added to the "site-wide promotion" on the first day of pre-sale, and the average transaction day of the merchants increased by 66% month-on-month.
In addition, covering the whole scene of people, goods, words, and live broadcasts, Alimama's one-stop delivery tool Wanxiangtai Unbounded Edition has also become a mandatory choice for large and small merchants on the first day of Double 11. According to statistics, the "product explosion" on the first day of pre-sale of "Super Live" helped ROI increase by 200% year-on-year; "Attracting new fans" helped attract new customers on the first day, and the ROI of new customers increased by 100% year-on-year. In subdivided scenarios such as "keyword promotion", "crowd promotion", "product operation" and "store operation", merchants have received varying degrees of outbreaks, and "lead promotion" has helped the total number of business leads to increase by 283% year-on-year!
A series of unexpected growth is a demonstration of the "positive superposition" of this year's Tmall Double 11. Compared with the past, this year's Double 11 has been moved forward by a week, and merchants have been able to "grab" more business opportunities. In addition, this year's Double 11, Taobao and WeChat Pay have been fully connected, creating a new increment. This year, the reform of the Tao system has achieved remarkable results, and users and merchants have fully returned, making the platform glow with new business vitality. According to statistics, this year, Taobao Tmall's core indicators such as the scale of active consumers, per capita purchase days, customer unit price, and per capita order volume have increased significantly, and the core users of "shopping longer and buying more" have continued to grow.
The ecosystem is constantly being optimized. This year's Double 11, Alimama has also brought a comprehensive upgrade of the commercialization mechanism, bringing three major Double 11 dividends - multi-band outbreak, quality and efficiency linkage, and payment and exemption linkage. A series of product support, as well as nearly 3 billion merchant incentives, determined that this year's Double 11 is the most beneficial and worthy of investment for Tao merchants, and it is also a more certain Double 11 for goods to burst.
According to the hot list, the merchants participating in the "Double 11 Rebate Carnival Program" with 100 million consumption rebate subsidies are unprecedentedly active, and more than 40% of them are merchants in cooling-related categories. Grab the core resources of Alimama, which is the common choice of millions of merchants, especially a large number of category benchmark brands:
Up to now, in the field of beauty, brands such as L'Oreal, Proya, SkinCeuticals, Kefumei, Winona and other brands have commercialized resources through Alimama during the Double 11 storage period, such as UD brand, brand special show, Topshow, site-wide promotion, Wanxiangtai Unbounded Edition and other products, which ushered in a sales explosion on the Tmall Double 11 pre-sale day.
In the apparel industry, 125 apparel brands doubled their turnover on the first day of pre-sale on 11.11 last year by making comprehensive use of Alimama's commercial resources. IN THE SPORTS INDUSTRY, BOXIHE, FILA, LULULEMON, THE NORTH FACE, XTEP, ETC., TOOK THE LEAD IN THE DOUBLE 11 WATER STORAGE PERIOD AND ACHIEVED BREAKTHROUGH RESULTS; Home furnishing brands such as Genji Muyu and Mousse have maintained their TOP position in the industry by strengthening the brand's special show launch during the water storage period.
So, under the strong data of the first outbreak band, which delivery scenarios and hot spots are worth paying attention to? From 8 p.m. on October 21 to buy the spot sale, there are still 4 days of countdown, what are the platform resources worth grasping and the platform gameplay worth paying attention to?
A few days ago, Alimama released the "Double 11 Wave 1 Spot Investment Hot List", which summarized the investment situation of merchants since the first wave of pre-sale, and sorted out the investment hotspots and trends in the spot opening stage on the 21st. Let's sort out the "Double 11 Wave 1 Spot Investment Hot List" with you, and take a look at which blockbuster benefits are worth grasping and which marketing "must-haves" must be grabbed!
Grasp the "cooling" mentality to win investment, three major activities, 100 million rights and interests should not be missed!
Alimama has insight that the opening of Double 11 + the nationwide cooling down has driven a surge in consumers' willingness to shop. To this end, Alimama has brought 100 million-level subsidies and 3 exclusive benefits for cooling and grabbing volume, helping merchants to make transactions on Double 11 online without cooling down!
Exclusive ability to cool down 1: The "Double 11 Rebate Carnival Plan", a special supply policy for product efficiency, will bring double 1.1 billion subsidies, multi-level and multi-dimensional, and bring high rebates to merchants! Merchants can be found in the "Mom Club - Bounty Mission".
Exclusive cooling ability 2: During the activity period, Alimama added exclusive cooling word cards/groups in the Wanxiangtai Unbounded Edition to help merchants grasp the consumption mind and seize the cooling sensitive and easy-to-buy crowd.
Exclusive cooling capability 3: Using the [Automatic Rules] tool, merchants can achieve the effect of planned custody, set conditions such as reaching the target ROI and automatically adjust the budget, free your hands to comprehensively improve efficiency, and ensure that the transaction during the promotion period is not interrupted.
More than 1,000 merchant users have been exposed to more than 1 billion, and "site-wide product efficiency push" has become a must-have option for marketing efficiency
How to get the increment first in the "rush" is an important proposition of this year's Double 11. In the pre-sale stage, the breadth and depth of the pre-storage determine the potential energy of the business explosion, and it is very important to do a good job in the coordination of brand building and effect marketing.
To this end, on this year's Double 11, Alimama launched the "Site-wide Product Efficiency Promotion", an in-depth collaborative product efficiency tool, focusing on the three core scenarios of card words, new users and popular models, to provide merchants with a deterministic product effect co-investment solution. On the first day of pre-sale, the product helped more than 1,000 merchants, and completed the exposure of more than 1 billion people inside and outside Taobao. 125 merchants, including L'Oreal's official flagship store, UGG official flagship store, Montblanc Montblanc official flagship store, and AIGLE official flagship store, have signed up for the "Quality Effectiveness Promotion Rights Guarantee Package" in cooperation with Brand Show and Topshow.
In the first wave of spot sprint, we recommend that merchants and friends fully tap the scarce resources such as "UD brand", "Topshow opening screen", "ShowMAX" and "instant purchase" promoted by the whole site, which can provide 100% brand search traffic to intercept the "brand zone" search card slots, and gain traffic and guaranteed conversion! In addition, the "Quality Push Rights Protection Package" with certainty and double the benefits is a must-have for your business to explode!
Help 1.3 million+ products grow rapidly! Use "site-wide promotion" to find out the certainty of the product
Today, "good goods" are the most important part of users' purchase decisions, and they are also regarded by brands and merchants as the key to winning 11.11.
In April, Alimama launched the blockbuster product "Whole Site Promotion", relying on Alimama's self-developed LMA large model technology, subverting the traditional traffic play of the Tao system, and bringing business explosion to many merchants with the "payment and exemption linkage" mechanism. Since the full opening in August, the whole site promotion, as a star product of the Tao series payment and exemption linkage, has become a key lever for more and more merchants to achieve product explosion and business explosion. On the first day of pre-sale, the "site-wide promotion" achieved a high growth in the business of more than 250,000 merchants and more than 1.3 million products, and the average transaction day of the merchants increased by 66% month-on-month.
The first wave of spot craze is coming, and we strongly recommend that merchants and friends grasp the exclusive ability to cool down and grab volume. In particular, the two major products of "Preferred Top Goods" and "Traffic Boost" are more likely to bring you a store-wide explosion.
The star product promoted by the whole site - "Double 11 Whole Site Promotion Explosive Product Recruitment Plan" covers more than 20 industries such as clothing, FMCG, home furnishing, etc., and can provide up to 40% traffic subsidies, and enjoy the certainty of ROI delivery in 7 days, not to be missed! In addition, the "site-wide promotion" traffic boost, the four major benefits of "red envelope subsidy", the triple benefit of "new customer welfare broadcast", and the 100 million-level subsidy of "top-notch goods policy" are also worth paying attention to!
Sprint with millions of merchants, Wanxiangtai Unbounded Edition helps merchants win in the scene
Alimama's one-stop delivery tool, Wanxiangtai Unbounded Edition, has also become an important carrier for merchants to win Double 11, and many merchants are rushing to buy Wanxiangtai Unbounded Edition-related scene resources.
Many industry merchants are deepening keyword operations by choosing the keyword promotion scenario of Wanxiangtai Unbounded Edition. On the first day of pre-sale, the transaction volume of "Wanxiangtai Unbounded Edition" increased by nearly 110% year-on-year, the number of additional purchases increased by nearly 1 times year-on-year, and the transaction volume of "Wanxiangtai Unbounded Edition" increased by 2.7 times year-on-year!
Combing through the scene tools on the first day of pre-sale, we found that content marketing, keyword promotion, crowd promotion, product scenes, store operations, lead promotion, hosting plans, top-notch goods and other products are all Wanxiangtai Unbounded Edition explosive products with a very high order rate! Here, focusing on the latest welfare policy, we give a few investment suggestions for the first wave of spot time:
Fully tap the exclusive ability to cool down and grab volume, and sprint at key nodes.
At present, Alimama Wanxiangtai Unbounded Edition has brought a series of new exclusive capabilities in content marketing, keyword promotion and crowd promotion.
In terms of content marketing, we recommend launching [Cooling Live High-value Crowd] [Weather Seed Crowd] - "Autumn to Winter Temperature Plummeting Crowd" to directly hit the explosive products of cooling sensitive categories.
In keyword promotion, "search card slot + upgrade" cooling and screen protection can boost the merchant baby to seize the first top exposure by 100%;
Clothing, sports and outdoor and other cooling-sensitive industries must use the "Traffic Gold Card" [Double 11 Transaction Outbreak Rush Card] [Double 11 Spot - Prime Time Outbreak Card] to help brands lay out cooling traffic in advance; The "Trend List", which is a must-invest in autumn and winter seasons and warm products, is also worth paying attention to!
In the crowd promotion scenario, it is necessary to take into account the two goals of cooling down and grabbing volume, and sprinting must be invested. At present, the "Crowd Supermarket" has added a "Sensitive Package for Cooling in Autumn and Winter"; "Crowd Ark" has selected new weather zones, and related categories of merchants are worth paying attention to! If you want to impulse in the spot stage, the new "competitive route" of "Store Crowd Operation" can accurately and directly target visitors to compete for store interest groups/directly target traffic near competitive babies, Proya, Dreame and other head brand merchants are all investing!
Fully explore diversified scene products and make good use of new policies.
In the product scenario, the "Big Promotion Explosion Pilot Plan" has more than 100 leading brands participating on the first day of pre-sale, which can help you achieve category breakdown! The second wave of spot conversion guarantee packages has been launched!
In the store operation scenario, the first choice for the big promotion to attract new customers is "store direct", and the super large layout of super excellent resource slots + high-quality creative forms displays cooling-related products and double 11 event information, and you will have the opportunity to receive a 100 yuan red envelope for the first time, with limited seats and first-come-first-served.
In addition, in the lead promotion, custody plan, and outbreak of top goods, all released blockbuster benefits before the spot stage! You can learn more about Wanxiangtai Unbounded Edition! The full-scene explosion of people, goods, words, and live broadcasts is no longer far away.
"Marketing Trusteeship" has a subsidy of over 100 million yuan, sprinting to the first wave of spot transactions!
The "marketing trusteeship" subsidy of over 100 million yuan, through the double increase of equity gifts and exclusive traffic, has helped the transaction orders of high-potential commodities to increase far beyond estimates, and boosted the explosion of merchants' Double 11 transactions, and merchants can receive up to 100,000 yuan in additional subsidies in a single day! As of the day of pre-sale, more than 5% of the goods have achieved 1000% overdelivery, and more than 20% of the goods have achieved 500% overdelivery, and the transaction efficiency of the event products has been increased by more than 6 times!
The impoundment period resources are about to be sold out! "Super Interactive City" helps you solve user interaction problems
The content field composed of live broadcasts and short videos has now become a must for Tao merchants. According to past data, by enhancing interaction, making the scene thorough, and doing enough, it can easily bring an outbreak peak to merchants. After the first wave of pre-sales, we found that a large number of industry benchmark brands have locked in the high-quality traffic of the "Super Interactive City" in advance! Here, we also give merchants attention suggestions for this section:
First, in the "Core Resource Package" of Super Interactive City, you can lock in the deterministic in-store crowd of the whole cycle of the big promotion, and you can get "targeted replenishment" incentives, so that every one of your traffic can be fully converted! Second, with the "Content Marketing Package" of Super Interactive City, the rapid transaction of the live broadcast room can be realized during the core explosion period, and the value of content planting will be fully released.
Double 11 first wave of spot countdown 4 days: those who dare to seize the opportunity will win first!
At the beginning of the pre-sale, with the help of the "Double 11 Wave 1 Spot Investment Hot List", we may be able to read the overall trend of the current merchant operation of this year's Double 11; You can also clearly feel the changes in e-commerce promotion and e-commerce marketing.
This year's Double 11 is the Double 11 of the all-dimensional competition of the major e-commerce platforms on the whole network, and it is also the Double 11 of the e-commerce platforms returning to GMV and users. In this context, the cooperation between platforms and merchants needs to be more comprehensive and the goals need to be clearer. This year, Alimama has opened a clear and deterministic growth path with a comprehensive upgrade of the commercialization mechanism, an unprecedented blockbuster resource policy, and a full-cycle refined customer service, helping merchants find users and business, and take a solid step towards returning to value!
In addition to the "Double 11 Wave 11 Pre-sale Sprint Investment Hot List", Alimama will also prepare investment hot lists, real-time hot news, interactive hot broadcasts and other content for merchants in the second wave of spot sprint stage and closing stage. Stay tuned!