The value of "super IP" in Tmall Double 11 Carnival Night 2016 highlights the exclusive naming rights of 100 million yuan in Shanghai Jahwa

After announcing his hand with Zhejiang Satellite TV, on August 16 , 2016 , the " 2016 Tmall Double 11 Carnival Night " once again came the important news: Shanghai Jahwa won the exclusive naming rights of this year's Double 11 Gala in one fell swoop, which also marks that the "super IP" resource battle is becoming more intense.

On the same day, Xie Wenjian, chairman and CEO of Shanghai Jahwa, who attended the "Tmall Double 11 Carnival Night Cross-border Cooperation Communication Conference" in Hangzhou , confirmed the news to the outside world. At the same time , Tmall and Zhejiang Satellite TV announced the official signing of the contract, which became the official cooperative TV platform for "2016 Tmall Double 11 Carnival Night".

It is reported that with the help of Alibaba's "big entertainment" section, this year's Tmall Double 11 Gala will gather more top entertainment resources, introduce more international operations, and create more subversive interactions. "2016 Tmall Double 11 Carnival Night" is expected to be built into an international top IP that is comparable to the "Super Bowl".

The organizing committee of Tmall Double 11 Gala will broadcast a 1-minute promotional video for free in the four most golden "1-minute" periods of the party, namely "global consumers, global merchants participating in Double 11, global charity organizations, and Double 11 ecosystem". The only premise is that participants must have creative ideas that are eye-catching.

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Double 11 carnival night becomes an international IP Shanghai Jahwa is optimistic about the "most interactive"  

Dong Benhong, chief marketing officer of Alibaba Group, said: "This year's Double 11 will enter its eighth year. As the world's most popular consumer carnival, it has crossed national boundaries and surpassed the boundaries of the Internet. In this new business civilization picture involving global consumers, we hope that everyone can witness and share the joy brought by technological development and improvement of life quality. Working with media platforms such as Zhejiang Satellite TV, we have the confidence to innovate with consumers and merchants to make the Double 11 Gala a world-leading super IP."

Looking at the domestic entertainment market, the naming fees for parties of 100 million yuan are worth a few. Last year, Shanghai Jahwa was a merchant that cooperated with Tmall Double 11 Gala.

Regarding the exclusive naming rights this year, Xie Wenjian, Chairman and CEO of Shanghai Jahwa, said: "Tmall Double 11 Carnival Night is the most interactive content IP in China, attracting the full participation of young consumer groups. With its internationalization, super star lineup, high-tech multi-screen interaction and other features, the Double 11 Gala is becoming a super IP that attracts global attention. This is also a rare international platform. We are willing to participate in the historic moment of the Double 11 Gala and participate in the innovation process of the Internet."

The relevant person in charge of Tmall Double 11 Gala said that in addition to the price factor, the choice of the naming agent is also comprehensively considered in many aspects such as the brand status and market impact of the bidding company. As the leading national daily chemical brand in China, Shanghai Jahwa has good brand precipitation. The "full brand and all-channel consumer communication and interaction" model it vigorously promotes has many aspects to Tmall's concept. I believe that this strong alliance will inject more vitality into the continuous innovation of the Internet industry.

It is understood that at the 2015 Tmall Double 11 Gala, the audience ratings of nearly six people became the post-80s and post-90s, and Shanghai Jahwa is also one of the well-known brand winners. Data shows that the sales of all brands under Shanghai Jahwa (including Herborist, Goff, Liushen, etc.) exceeded 100 million yuan in the 2015 Double 11, and the growth rate exceeded 300% compared with Double 11 in 2014. Promoted online special report

The "Big Entertainment" section builds a super gala legion. International stars and gameplay are worth looking forward to.

If you still remember the show that "House of Cards" President Kevin Spacey's appearance against the sky, Jack Ma 007 and the joint treasure hunting of treasures in last year's Double 11 Gala, then the 2016 Tmall Double 11 Carnival Night will present the audience with a more international live broadcast party.

Ying Hong, general manager of Tmall 2016 Double 11 Carnival Nightclub and Aliyu, introduced that this year's Double 11 Gala will not only introduce a more international production team and star lineup, but will also enhance the interactive experience, allowing the multi-screen interaction of mobile phone + TV + live broadcast to further challenge the imagination of Internet entertainment. The hard broadcast income and profits of the evening party will be returned to consumers in the form of red envelopes.

In addition, Alibaba Group's large entertainment sectors, including Heyi Group (Youku Tudou), Tmall Magic Box, Xiami Music, UC Headlines, Tmall Client, Gaode Map and other platforms, will form the linkage live broadcast matrix of this evening party.

In addition, the organizing committee of the Double 11 Gala said that it will choose the four most golden "1 minute" periods of the party, namely "global consumers, global merchants participating in Double 11, global charity organizations, and Double 11 Ecology" to play promotional videos for free, and through the official microblog of "Tmall Double 11 Carnival Night" and other channels, the public's amazing creativity shines. Promoted online special report    

"Special Cooperative Brands" also have their own ownership. Cross-screen entry into the store and instant interactive reconstruction of new marketing gameplay.

In November 2015, Tmall first launched the "Double 11 Spring Festival Gala", joining hands with "the most popular festival for consumers" and "the most popular director among Chinese people" to present an interactive entertainment feast that integrates variety show content, celebrity games, and mobile shopping.

Relevant data shows that the gala's rating share strongly occupied the top spot in all broadcast programs in the country at the same time. Nearly 100 million viewers watched the live broadcast and broadcast of the gala, and the total number of views on the Youku platform alone exceeded 30 million. In just three and a half hours, more than 10 million consumers participated in the "Shake" interaction. The interactive effect of multi-screen on-site is even more extraordinary. For example, Guo Caijie only appeared in the party for 3 minutes, and the traffic of Hanshu store surged by 200,000 UV.

It is understood that the 2016 Tmall Double 11 Carnival Night will try to deeply combine brands and programs, among which "cross-screen entry into the store and instant interaction" will also reconstruct the new marketing gameplay.

In addition to the "exclusive naming rights", Double 11 will also choose two "special cooperative brands", one "interactive support brand" and several "brand partners" - the two "special cooperative brands" have been confirmed and the mystery will be revealed soon.

As of now, thousands of brands are in close contact with the Double 11 Gala Organizing Committee to compete for the 2016 Tmall Double 11 Carnival Night Partners. Promoted online special report