Double 11 is not over, Taobao has issued the investment rules for Double 12!

The annual Double 11 promotion is in full swing. Starting from Alibaba's first "Double 11" in 2009, this year marks the 14th "Double 11" in the e-commerce industry.

In the last few days of this year's Double 11 promotion, Alibaba platform is still constantly optimizing its functions and rules to help merchants sell well in the Double 11 promotion.

1. Taobao Live and Diantao jointly build a live broadcast "Future City"

In order to bring consumers a better shopping experience, on November 4, Taobao Live and Diantao jointly built the " Live Broadcast Future City" during Double 11 , exploring the virtual world and discovering new shopping possibilities.

Consumers only need to open the "Taobao Life" in Taobao , and then you can see the entrance of "Future City" by scrolling up. The sign "Receive tens of millions of red envelopes" is extremely eye-catching.

Taobao Live’s official app Diantao has set up multiple entrances for Future City, including home page diamond display location patch, information flow, as well as ingot center waist seal patch, tab column, etc., which is very convenient to log in.

It is understood that the main urban area of ​​the live "Future City" is composed of eight super scenes such as Central Station, Adventure Crystal Island, Commercial Avenue, Super Discovery Ferris Wheel, Future Botanical Garden . Although the entire set of services is embedded in Taobao and Diantao Apps in the form of mini-games, this space has a clear "shopping color", which not only adds the display of e-commerce windows and live broadcast windows, but users can also earn points to exchange for red envelopes.

At present, "Future City" has brand merchants such as Tissot, Fashion COSMO, and Estee Lauder. More than 10 anchors including Bee Surprise Club, Shiitake Mushrooms, Timor Xiaoxiao Crazy, etc. are stationed.

The anchors in "Future City" have their own Future Space Station. The station reveals the relevant information and rights and goods in the live broadcast room through a screen . Users can directly click on the brand wall and the anchor booth to enter the corresponding live broadcast room, watch the live broadcast or place an order, or display, try on the product in the virtual store. The process is simple and intuitive.

Future City is like a real shopping center, with unique store live broadcast rooms distributed around, allowing users to experience "immersive shopping" online, and can also help brand merchants and anchors who have settled in bring new experiences. It is a good traffic channel.

2. Tmall Double 11 Taobao APP introduces virtual blocks

Alibaba's domestic digital business sector Taobao Tmall Industry Development and Operations Center President Chuxue once said:

Under the new generation of business and consumption forms, the combination of business and technology will definitely create new business value.

On November 9, on the occasion of the Double Eleven promotion, Alibaba Pictures' IP transaction and innovation platform Aliyu cooperated with Alibaba Damo Academy XR Laboratory to launch VR technology-driven virtual IP scenarios for the first time through the "new IP forces" of Taobao APP to build an immersive virtual block.

After the APP is updated, Taobao APP users can search for "new IP forces" on their devices to find Pokémon, Doraemon, League of Legends, Transformers, and more than 30 authorized famous cartoons or animations.

Users can control virtual characters, enter cartoon or animation stores on both sides of the circulation block, and view related products.

"New IP Force" is Alibaba's first trend marketing brand.

By integrating Alibaba’s e-commerce advertising and promotion resources, we will develop flexible and diverse gameplay. Alibaba Fish hopes to create exclusive brand aggregation advantages for IP licensed products and create more marketing opportunities and preferential rights for cooperative IP copyright owners, brand merchants and consumers.

It is worth noting that on October 27, the Tmall mobile phone app was newly upgraded, and 3D shopping was launched, fully opening up a new immersive shopping experience . Users can enter the 3D world without using external devices, experience shopping, watching art exhibitions, roaming outdoors, and even attend a new product launch conference.

The evolutionary iteration of an industry ultimately depends on technological progress. On Double 11 in 2022, technology will become an important highlight of Taobao and Tmall. 3D shopping will be a normalized experience of Tmall App, bringing new business opportunities to merchants.

3. The 2022 Taobao Double 12 investment promotion rules are released

Affected by the epidemic, the performance of many merchants has shown a trend of slowing growth.

In the second half of 2022, it was a critical moment for sprinting performance. In order to help merchants grow, on November 8, Taobao released the 2022 Double 12 investment promotion rules.

It is reported that for this year's Taobao Double 12 event, Taobao will make efforts on the PC and wireless terminals at the same time, join hands with sellers to create a Taobao carnival feast for buyers and create a beautiful shopping experience together.

Event rhythm

Warm-up time: December 8, 2022 00:00:00-December 10, 2022 19:59:59

Formal Events: December 10, 2022 20:00:00 - December 12, 2022 23:59:59

This registration is divided into two parts: "seller registration" and "product registration".

All activities must be registered before they can submit the "seller registration" before they can submit the "product registration" . Merchants participating in Double 12 need to strictly follow the registration time nodes, and they will not be able to make up for registration after the deadline.

Registration time:

Seller registration: November 9, 2022 15:00:00-December 12, 2022 23:59:59

Product registration: November 9, 2022, 15:00:00-December 12, 2022, 23:59:59

In terms of activity gameplay, a must-have gameplay - a discount of one across stores, a discount of 30 yuan for every 200 yuan spent.

It is worth noting that cross-store full discounts no longer default to the participation of full-store products. It has been adjusted to participate in registration according to the product categories specified in the event. All products in the specified categories of cross-store full discounts must support cross-store full discounts (including active products and inactive products).

In terms of event resource support, during the event, sellers and event products who successfully register for Taobao Double 12 can receive free basic resources such as official store atmosphere layout, double 12 event acceptance page settings in the store, cross-store discount tool support, multi-link (search result page, shopping cart page, product details page, etc.) marking of event products, and official atmosphere layout of event product details pages.

In addition to basic resources, Taobao will provide services for paid purchasing resources for event promotion and attract buyers to pay attention to Taobao Double 12, thereby achieving the overall effect of attracting traffic to sellers participating in the event and empowering sellers to perform big promotions.

Although the Double 11 event is still in progress, merchants who want to sprint for annual performance may wish to prepare and make plans in advance.

4. Conclusion

This year's "Double 11" is the first "Double 11" after the integration of Taobao and Tmall, and has a special meaning. Unlike in the past, this year's "Double 11" has not only emphasized "low prices", but focused on experience, logistics and innovative services.

In response to the upgrade of consumer experience, many upgrades have been made this year on Double 11, including multi-address ordering, shopping cart expansion, Pailitao, etc. , and have also made many innovative attempts in content and interaction.

In terms of merchant operations, Taobao and Tmall have made great changes this year. It not only simplifies the rules and thresholds for major promotions and reduces the operating costs of merchants, but also uses new technologies to improve merchants' digital and intelligent operating capabilities, allowing more merchants to increase their confidence in performance growth in an uncertain operating environment.

Helping e-commerce succeed is not only what e-commerce platforms are doing, but also the mission of our Laogao e-commerce circle.