Countdown to 34 days! Taobao live streaming pre-sale is launched, with a subsidy of 1.4 billion yuan to support merchants!

The annual Double 11 is coming again. Although Double 11 is no longer the same as before, it is still a major festival in the e-commerce industry. For consumers, it is also an opportunity to enjoy the greatest discounts, and for merchants, it is also an opportunity to sprint for performance.

Therefore, e-commerce platforms have tried their best to satisfy both merchants and consumers in recent years.

1. Countdown to 34 days, Taobao Live will start pre-sale

Yesterday (September 19), Taobao Live held a Double 11 merchant conference in Hangzhou, and announced the live broadcast rhythm and policy gameplay of Double 11.

This year's Double 11 Taobao Live will officially start the pre-sale period on October 24. Taobao Live hopes to continuously attract consumers through professional and interesting content planting and rich and diverse marketing methods.

The overall rhythm of Taobao live broadcast is divided into 5 stages:

1. The previous station water storage period is mid-October-10.23, with the goal of hot products growing grass;

2. Pre-sale period, 8:00 pm-10.31 pm, the goal is to pay for top-notch goods/hot goods;

3. A good start, 8:00 pm on 10:00 pm-11.3. The goal is to urge the final payment, and the first wave will explode;

4. Topic Day, 11.4--11.8, the goal is to find new content discoveries;

5. Carnival Day, 11.10 8 pm-11.11, the goal is to complete a transaction sprint.

In order to help merchants do a good job in live broadcasts throughout Double 11, Taobao Live also provides four core gameplay methods - diversified distribution of traffic channels, heavy incentives for active broadcasts, help improve conversion and acceptance, and special content gameplay.

Multiple traffic channels provide maximum exposure to merchants and are divided into three categories:

Distributed within the first station, diversified traffic channels such as first guessing, main search result collection, and keywords to attract traffic to the live broadcast room in the public domain;

The second ecological commercialization has set up more reward incentives to maximize the commercialization of merchants;

The third is to promote and fission, two-way linkage within the site + outside the site, real-time traffic feeding back in the site, and the highlights of the content of grass planting outside the site to obtain new additions to commercial ecology.

An incentive mechanism is set up in a gradient manner. The traffic pool of billions of dollars helps merchants at different levels. For platform/industry top accounts, it adopts transaction + commercial bets, and incremental incentives are made for the waist, focusing on the increase in transactions, and at the bottom, it is broadcast/growth incentives, and experts start active incremental incentives to encourage merchants to grow at the level.

In order to help improve the conversion rate of live broadcast rooms, Taobao Live has upgraded the gameplay of live broadcast rooms. Through the full store coverage of exclusive coupons for live broadcast rooms, the special session of cross-category brands, single products instantly sold hot products, 1+N live broadcast account matrix gameplay, etc., in order to increase the traffic and transaction volume of live broadcast rooms.

Special content-based gameplay, using content to unlock traffic, making transactions more down-to-earth, Taobao Live is the first to launch the Super Presale Live Festival, linking the site's internal and external publicity and distribution resources to push live content highlights and product lists for big promotions, locking in consumers in advance, and booking and following people for merchants' live broadcasts.

2. Tens of billions of traffic + 1.4 billion subsidies, fully support merchants

At the same time, Alibaba's mother released a new strategy for promoting business revenue for Double 11. In order to fully help merchants, it has taken measures such as 10 billion traffic and 1.4 billion subsidies.

For different situations, Alibaba Mom has different support policies:

1. For small and medium-sized merchants, the "warm-ship plan" of millions of merchants is launched, providing exclusive support for 10 billion of traffic, and helping small and medium-sized merchants solve problems such as small budgets and difficult acquisitions in the form of small exclusive delivery packages and marketing experience coupons;

2. For the four major industries of clothing, food, electricity consumption and fast-moving consumer goods, the "Sprint 60-day Industry Acceleration Plan" has been launched to customize marketing subsidies and band-based product capabilities;

3. For leading merchants, a "business leadership plan" for all-region digital intelligence has been launched. Alibaba Mom has upgraded the product capabilities and support mechanism for double-return product and efficiency, helping leading merchants lead the entire population to determine penetration and product conversion;

4. In response to the pre-storage and sprint needs of merchants in the full cycle of Double 11, Alibaba Mom has launched a two-cycle "super consumption return plan" to help merchants sprint at different stages from August to September and October to November, and red envelopes are increased by 50%.

In addition, based on the three-band shopping rhythm of Tmall Double 11 consumers, Alibaba Mom proposed the "precise accumulation of energy, three-band pulse-based collection promotion" strategy, allowing merchants to make good business plans during Double 11.

The first wave (September 19-October 26), it is recommended that merchants focus on consumers with long-term plans to meet their needs for planting grass in front and pre-sale first purchases;

The second wave (October 27-November 3) is recommended that merchants focus on promoting the in-depth transformation of crowd relationships, and at the same time, through product combinations, they can meet consumers' demand for high-cost-performance stocks and orders, and use explosive products to lead to secondary explosives, and promote the explosion of goods in the entire store;

In the third wave (November 4-November 11), merchants are advised to focus on cross-category opportunities and find the increase in revenue promotion across the region through trendy products, new products, member rights and interests products, etc.

3. Consumers can build their own image and virtual shopping

On Double 11 this year, Tmall will launch the immersive meta-space "Mantavos".

In this space, consumers can directly create their own digital clones, create their own personal image experience interaction, and browse stores to browse virtual consumption, and conduct entertainment experiences, becoming the first indigenous people to land in the metaverse.

It is said that Ali Mama’s positioning of Mantavos this time is the meta-universe version of the “Silk Road” - a business road connecting virtual and reality.

At present, the project has reached in-depth cooperation with multiple brand customers.

Whether it is Taobao live streaming for pre-sales, or 10 billion traffic, or the metaverse space, the Taobao 2022 Double 11 can be said to be quite thoughtful, striving to make both merchants and consumers return home satisfactorily.

As for the effect, let’s wait and see!

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2022 Double 11 is about to start!

Last week, the Taobao operation class opened in Hangzhou by Laogao E-commerce Class was full of scenes! Today, the editor secretly revealed the practical information shared by our tutor in Hangzhou Taobao Department’s big class in the past two days - Teacher Yazun, one of the authors of "Tmall Treasure Book", on the spot!

E-commerce sellers who missed last week in Hangzhou must not miss the Taobao operation class in Guangzhou. We will start classes from September 22 to 23. Merchants in need can scan the code to consult for details!