The new version of Taobao is competing for Double 12, which may be the last chance to make a comeback

　　Today, the Taobao Carnival Double Promotion Seller Conference was held in Hangzhou. At the meeting, the Taobao platform announced the rules and gameplay of this year's Taobao Carnival and the Double 12 promotion.

　　On this Double 11, Taobao will tie users up with user life cycle and consumption preferences. Build and match appropriate scenarios and venues for different users. Let them discover their favorite products more efficiently.

　　This year, the gameplay of Taobao Carnival venues will be more abundant.

　　The first phase is the pre-sale stage (October 20-31), and users can pay a deposit to lock in their favorite pre-sale products in advance. Merchants can also use private domain operations to support this year's Taobao Carnival, and interact with consumers through group + live broadcast + Weitao + sharing gifts + exclusive customer service.

　　The second stage is the warm-up stage (November 1-10), where users can rush to purchase priced coupons, store red envelopes, pre-sale products, participate in live broadcasts, group chats, sharing gifts and other interactions, and purchase or collect favorite products in advance.

　　The third phase is the official sale on November 11th. Various forms of promotions such as cross-store discounts, priced coupons, store coupons, interest-free Huabei, and priced coupons make users happy to buy. The types of venues for the carnival are also richer. In addition to traditional industry venues, there are also various special venues such as special prices, imports, labels, and lists.

　　In addition to covering traditional transaction-type stores, this year's carnival will attract more good theme stores with personalized characteristics. Such as celebrities, designers, buyers, craftsmen, players, etc. In terms of goods, not only will there be hot-selling products for the season, but also Taobao’s unique products will be gathered. To achieve "people don't have it, they are different." This year's Taobao Carnival will also have a list venue and a tag venue, customizing five categories for users, thousands of list recommendations, and rich and distinctive themed tags. Merchants who have not been encircled by the platform can also participate in the carnival activities through outfield registration this year. In terms of peripheral solutions, Taobao will use the algorithm to select products to register, and the products included in the circle can be registered. In addition, industry-specific sellers can also choose multiple store products to register independently, and ordinary peripheral merchants can register independently 2 products. Among them, sellers with active registration of peripheral products can choose to register for the "Discover Good Goods" venue.

　　At this year's carnival, Taobao will select the most commercially valuable stores, the most distinctive stores and the most popular stores.

　　The selected types of shops with the most commercial value are:

　　1. The TOP1 transaction amount of the entire industry on Double 11;

　　2. The top 1 user value of the store transaction on Double 11;

　　3. On Double 11, the industry's transactions increased by the top 1 year-on-year, and it was required to participate in the Double 11 promotion for two consecutive years.

　　The most distinctive stores are selected as:

　　1. TOP1 of the transaction amount of special products on Double 11;

　　2. The TOP1 transaction conversion rate on Double 11 (threshold: transaction amount is greater than or equal to 1 million yuan.);

　　3. The TOP1 transaction amount for new store sellers on Double 11.

　　The most popular stores are selected as:

　　1. The TOP1 transaction amount of self-operated transactions on Double 11.

　　2. The top 1 store fans purchased on Double 11.

　　3. The top 1 experts sold on Double 11.

　　The incentive mechanism after the event is different from the past. This year, the trophy certificate method will not be adopted, but will give sellers more valuable rewards, such as: main search dome, live home page focus resource position, cloud classroom gift package, channel first focus, etc. Give excellent sellers room to grow.

　　★ This year's carnival has the following key rules:

　　The control standards for commodity prices: The promotional products require that within 15 days after the event, the promotional price and fixed price shall not be the lowest price on the day of the regional promotion. Violators will be punished according to the "Taobao Rules" for each deduction of 6 points. Double 11 shipping rules: Orders from November 11 to 17, 2018 must be shipped before November 20, 2018 and handed over to the logistics company to pick up the parts, except for special categories. Double 11 price inventory operation instructions: The money starts at the event and is locked 24 hours until the event ends, and locks for 48 hours. The fixed price lock cannot be modified, the inventory can be increased or decreased, and the SKU lock cannot be added or deleted. Adjustment of the time for the seller to process the refund: refers to Taobao refund and return applications initiated or modified from November 11 to 17, 2018. The seller shall process the process within 5 days from the date when the buyer initiates or revises the refund application (change: shortened from 10 days to 5 days). If the refund agreement is automatically reached after the deadline, it will be not processed.

　　Double 12 gameplay

　　Taobao’s Double 12 has gone through 8 years.

　　This year's Double 12 is divided into auditions (November 18-30), grass planting preheating period (December 1-8), purchase additional period (December 9-11), and sales period (December 12). Among them, during the warm-up period, merchants can preheat the store sales through internal and external spoils, live broadcasts, group chats, differentiated products, high-quality content planting, and set reasonable commissions. During the sale period, merchants can guide consumers to "buy, buy, buy" through store red envelopes, full discount settings, purchase guidance, old customer recalls, live broadcasts, and videos. On Double 12 this year, Taobao will focus on three core points, namely "shopping", "features" and "interesting". Features, that is, store features are made through special original sellers, C2M, celebrities, experts & masters, etc. Interestingly, empower merchants through Weitao, short videos, live broadcasts, buyer shows, gold coins, games, group buying, Taobao groups, etc., and make fun. At the same time, Taobao will also connect platforms such as Youku, Ele.me, and Word of Mouth to distribute merchant information.

　　The theme of this year's Double 12 is the national final election, and the entire process is divided into auditions, finals, and finals. In the finals, the platform will have a series of programs to help merchants bring peripheral traffic back to the Taobao platform. Through this dimension, choose a better baby.

　　Seller reward mechanism for Double 12:

　　This year, Taobao will select the most commercially valuable store, the National Choice Award, the most distinctive store, and the most popular store. Among them, the most commercially valuable store, the National Choice Award and the most popular store will receive a gift package for Dome Search, Cloud Classroom, and Live Streaming First-Focus; the most distinctive store will receive a gift package for Dome Search, Cloud Classroom, and Channel First-Focus.

　　This year's carnival adopts a brand new Taobao version

　　Based on the characteristics of Taobao merchants and products, this year, Taobao will provide more efficient, exquisite and rich traffic channels to help merchants carnival. At the meeting, Taobao released a new version of Taobao homepage for sellers for the first time. The new homepage will be officially launched at the end of September, and a brand new Taobao version will be adopted during the Taobao Carnival. The new version of Taobao will be more "people-centered", and will advocate personalized recommendations for different consumers, becoming a "customized Taobao" for consumers. For sellers, the efficiency of the new version of Taobao will be improved, and the traffic will be increased; the operation space will be increased, and the seller's participation will be improved.

　　The new version of Taobao operation strategies include:

　　A. Refined population segmentation: Establish a homepage population matrix through user life cycle and consumer stratification.

　　B. Rich operational nodes: The new version of Taobao Mobile gives merchants more display opportunities and is easier to reach the target consumer group. Each channel will use the algorithm to target the clear target population to meet the corresponding special needs, and upgrade from the previous product-oriented operation to the target population-oriented operation. In the store display, merchants will have more opportunities to strengthen their own characteristics to consumers, achieve efficient consumer-store relationship matching, and give consumers more opportunities to become loyal customers of merchants. Similarly, the brand’s mini page will also target different consumers and reveal different special brands and differentiated products, which requires merchants to improve their brand characteristics and product uniqueness. In terms of general content, in addition to official activities, Taobao live broadcasts, short videos, buyer shows and other content that consumers are well-known will be accurately recommended to consumers through the "general content" section in a "thousands of people and faces".

　　C. Information that affects consumer decision-making will be displayed dynamically: the new version of Taobao homepage will provide a diverse content combination to meet the needs of different consumers.