Revealing the gameplay of Tmall Clothing Double 11: 4 key points to get the preview

I believe everyone is still vivid in their eyes on the grand occasion of Double 11 last year: Tmall’s total transaction volume reached 91.2 billion yuan, setting a record high and becoming a global online shopping event.

Although it is nearly three months away from Double 11, the preparatory precedent has already begun. Recently, the Tmall Clothing Merchant Conference was held in Hangzhou. Based on the summary of last year's achievements, it gave a preview of this year's core direction, marketing gameplay, and inventory rhythm.

At the same time, the exclusive naming rights of the "Double 11 Carnival Night" party of 100 million yuan were won over by Shanghai Jahua. Merchants are already ready to take advantage of this big IP with commercial value and make full preparations in advance.

Core direction: personalized laying of the entire venue

On Double 11, 2015, under the background of innovative marketing and big data operations, Tmall's overall transaction growth rate reached its established target. On this year's Double 11, while increasing transaction volume, Tmall Clothing hopes that merchants will further increase the sell-out rate and achieve double growth in transactions and profits, thereby achieving long-term development. Therefore, the goals of Double 11 are mainly:

1. The utilization of flow efficiency has been well-known;

2. 6.188 target='_blank' > Increase conversion rate and customer unit price ;

3. Do precise marketing, improve the ability to sell goods, and increase the sell-out rate of merchants through data.

According to reports, after calculations by the algorithm team, personalized traffic at home played a big role last year, helping the entire platform and merchants to significantly increase. This year, it will still be further upgraded to bring consumers a more extreme experience.

In terms of marketing methods, tools will also be added to cooperate with marketing:

1. The Tmall shopping vouchers that began testing in March this year are a tool to achieve cross-store and cross-industry discount activities on the platform, effectively increasing the average customer price of industries and single stores.

2. Provide more surprises such as full-free tools at the venue, operated by the merchants, and expose the sufficient merchant traffic in the sub-venue.

New highlights: Tmall Global Trend Ceremony

At this conference, Tmall Clothing proposed the Tmall Global Trend Ceremony for the first time, which also set the first shot for the "three global" strategy: global fashion. During the warm-up period, the main resources and traffic will be concentrated here.

"Last year we tried to start personalization, and this year we will make personalization more thorough." Qi Lan, head of Tmall clothing marketing, introduced. The keywords of this Tmall Global Trend Ceremony are: Global, All Entertainment, All Connect, Alibaba All In. All operational content, interaction, brand, and gameplay are related to the trend festival.

In addition, omnichannel is still the focus. Previously, during the "6.18 Mid-Year Promotion" period, Tmall Clothing and 30 core brands were the first to achieve 100% omni-channel inventory. Double 11 will open up more brand stores exponentially. At that time, the trend ceremony will become a world-renowned grand ceremony to watch and buy while enjoying live broadcast interaction.

Attachment: Details of Tmall Clothing Double 11 gameplay PPT

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