What is the good life?
Sociologist Fei Xiaotong once gave a 16-character proverb at his 80th birthday party: "Each is beautiful, the beauty of beauty; beauty and beauty are the same, and the whole world is one."
Back to reality, we are experiencing the 13th double 11 in China's e-commerce industry. This year, Tmall did not simply emphasize the surprises on the numbers, but took "common yearning for a better life" as the core theme, intending to express the desire to yearn for a better life with society, industry and consumers, and to convey the brand mentality of Tmall Double 11 committed to achieving a better life for everyone.
On November 1, Tmall released the theme film of "Our Ordinary Day", in the video, the midnight hand has just swung, and the factory in Hangzhou has started; in the streets of Chongqing at 5:30, the courier brother has also begun a busy day; and at 8:13 in Changsha, a boy has just gotten up, and the courier he ordered for his pet has arrived at the door... The whole process is as tight and dynamic as a relay race. Seemingly unrelated characters and characters, but also because of a double 11, completely connected together.
Video loading...
It is this collective memory of living under the same sky that makes people's imagination of a better life produce a highly consistent spiritual core.
1, Tmall double 11, link more people for 24 hours
What does Double 11 mean for consumers? Undoubtedly a carnival feast.
In the theme film "Our Ordinary Day", Tmall shows us how ordinary consumers can enjoy the convenience, surprise and novelty of Double 11 here.
When the user presses the order button, even if the zero pointer has just crossed, factories across the country have begun a new day of production and delivery work, and at 5:30 a.m. in Chongqing, the courier brother who got the baton is in a tight and orderly manner to deliver the express delivery, boxing and transportation.
Users intuitively see the daily working state of the service provider, this sense of reality and closeness, do not have to stir up emotions, but also bring people wordless touch. The immediate feedback that consumers get is naturally trust and peace of mind.
"Arrived, so fast", it can be said that it is the voice of every double 11 consumer.
End with a couple and buy a complete set of household necessities. "We finally have a home", which is not only a blunt exclamation of consumers enjoying the convenience of online shopping and the richness of Tmall products, but also a direct sigh that Tmall tries to implant the mind of bringing a better life to the public through the double 11 theme film.
The entire short film abandons deliberate showmanship and exaggerated expression, dozens of seamless ordinary transition pictures, behind which hundreds of millions of Tmall consumers and production service providers are portrayed in real life and work. It has not only successfully aroused the value resonance of countless producers and consumers on the Internet, but also formed a momentum of screen brushing on the whole network in the circle of friends and Weibo, and has also been forwarded by dozens of mainstream media such as China Daily and China Youth Network. It also makes people's popularization of a more intelligent and green life in the future, full of thousands of expectations and yearnings.
Embracing a new life and enjoying every day is the feedback that consumers get through Tmall services in the picture, and in fact, it is also a commitment to every consumer. This means that in addition to pursuing commercial value, Tmall also pays attention to the expression and yearning of echoing the emotional value of users. The beautiful scenes in the theme film that are intuitively reproduced are undoubtedly easier to reach the hearts of consumers, thus becoming the core password to unlock the psychological identity of consumers.
2. A Tmall double 11 theme film depicts the tide of e-commerce economy
The e-commerce economy has become an important part of China's economy. With the commercial scale of network interconnection and online collaborative efficiency, it helps China's economy to grow consumption in larger scenarios and at a higher rate, and thus gives birth to the "good hope" of all walks of life.
Among them, the producers in the supply line are undoubtedly an extremely busy group of people. With the help of lens conversion, we can see the factory start-up non-stop production, the logistics timely and powerful distribution support, and the double investment of fishermen and shepherds. We can also see that with the help of the Tmall platform's order system and a large consumer base, real-time data feedback of factory orders and large-scale customized production can be realized. With the development of intelligent manufacturing in China, rhino factories have achieved on-demand customization, starting with 100 pieces, from ordering to consumers to wear them as fast as 7 days.
Through the perspective conversion, Tmall used 9 stories to string together the full-link dynamics of the double 11 day, from production to logistics, from sales to consumption, the distribution of different economic roles all revolves around the same core, that is, to support the carnival atmosphere of Tmall double 11 together. Due to the collaborative closed loop of the entire production, circulation and consumption chain, the compact market state in the e-commerce world has been shaped, and Tmall is the witness and helper of this national carnival feast.
Not only that, entrepreneurs and long-established brands with different mentalities have also found their own light with the help of the development of the e-commerce economy under such a tide. The old man did not understand how the old soda suddenly caught fire, but as the inheritor of the old brand, he really enjoyed the value vitality and pride of this brand restart. According to statistics, there are currently 1128 long-established enterprises, and there are more than 700 long-established brands on Alibaba's retail platform, of which more than 400 have opened official Tmall flagship stores. Caoxian has grown into a larger Hanfu industry base because of the blessing of the e-commerce economy.
In fact, behind the short film, there are more stories of e-commerce empowering brand value. Generation Z consumers took to the stage, and post-90s entrepreneurs also showed their heads. For example, Bosie founder Liu Guangyao after 95, Ramen founder Yao Qidi, Heytea founder Nie Yunchen, Lan Ruoting Hanfu founder Zhang Jingwen, keep founder Wang Ning, pet products brand Pidan founder Ma Wenfei, milk sugar pie co-founder Zhang Chengpu and so on.
From the long-established revival scene shown in the video to the story of the post-90s CEO's creation of a new brand outside the video, it shows that Tmall is not only a platform that carries the beautiful aspirations of consumers, but also can bring a common hope for a better life for producers and the e-commerce industry, and help achieve the growth of brand commercial value.
3. Create a better place, tmall to achieve social value
Under the profound influence of social backgrounds such as "common prosperity, China's intelligent manufacturing, and green economy", the pursuit of a better life has become a common sentiment of the whole society.
Chinese brands are also increasingly taking a clearer stand to consider their own positioning and transmission value from the perspective of the social value of enterprises. Moreover, this consideration is no longer limited to the traditional passive response to social responsibility, but also the initiative to integrate the company into the development needs of society and the environment, and begin to innovatively try to integrate the social value dimension into the business.
For Tmall Double 11, it is not only a simple shopping spree, but also the largest and most influential social collaboration in all walks of life in a year. It carries the common desire of hundreds of millions of consumers to express happiness, pass on blessings and achieve a better life. Perhaps, because of this, the brand action will move from the pursuit of brand voice to the expression of brand vision. For example, this double 11 theme film released by Tmall not only condenses the daily sketches of different economic units in the north and south of the sky within the day of double 11, but also the microscopic achievements of China's e-commerce economy with the development of China's social development.
November 11 is an ordinary day in life. However, because of the innovation of e-commerce platforms, the vigorous development of social economy and the joint efforts of all people to move towards a better life, behind this ordinary day, it is also full of many unusual facts.
From this, we can see the emergence of new formats such as live broadcasting, and we can also see the popularization of domestic new energy vehicles such as Xiaopeng, the use of green and intelligent new concepts such as drone grazing, and the production and lifestyle under the blessing of new technologies. According to the 3-year report card of agricultural assistance released by Taobao Live, three years after the launch of the live broadcast to help farmers, the Taobao live broadcast platform has accumulated 110,000 farmer anchors, covering 31 provinces and more than 2,000 counties and towns across the country, with more than 2.3 million broadcasts, driving the sales of agricultural products through live broadcasting to exceed 5 billion yuan.
With this theme film, we can see that Tmall Double 11 can not only help the brand rejuvenate, but also provide effective impetus for the innovation and upgrading of the entire social economy. This sense of realism from the perspective of the individual allows us to see that the social changes brought about by technology occur at every moment. Through the same frequency resonance between the micro life of individuals and the transformation of the whole society, people's sense of satisfaction and pride is deepened.
Whether it is an engineer representing the producer, a Tmall merchant representing a sales channel, or a courier brother who practices service responsibility and a user group portrait that enjoys consumer services, these characters from Tiannanhaibei have an unrelated life, but they are the most representative participants of Double 11. They can be pulled by the same cargo within 24 hours, completing a micro and unified circular collaboration in the market landscape.
This year, as the 13th Tmall Double 11, Tmall clearly hopes to stand at a new starting point to help consumers yearn for a better life. Brand vision can not only stimulate users' resonance and recognition of the core values of the brand, but also establish a benchmarking brand identification system. When social values are incorporated into the brand pursuit of enterprises, the change of this cognitive element will also be more profound, and fundamentally enhance the trust of society in enterprises.
It can be said that the logic behind the communication action of the Tmall Double 11 "Our Ordinary Day" theme film is based on the positive cycle of brand investment based on the double harvest of social value and economic benefits it brings.