Revealing how to play Tmall live broadcast marketing on Double 11

Dear friends, everyone, the merchant club is meeting you again. What I want to share with you today is related content about this year's Double Ten live broadcast marketing. As we all know, live broadcasts have shown strong momentum in marketing, so the Double Eleven event is naturally the highlight of live broadcasts.

Today, I will bring you the live marketing tips shared by Tmall’s internal waiter, hoping to help you.

Three stages of Double Ten live broadcast: The first stage of momentum, the second stage of warm-up period, the third stage of Double Eleven on the day

On Double 11, Tmall merchants can independently configure interactive gameplay such as red envelope rain. When the live broadcast room reaches the agreed time point, the entire live broadcast can be watched while grabbing red envelopes. At the same time, the opening of the online mass media system is mainly to facilitate merchants and experts who settle in Tmall, and to cooperate with domestic front-line media.

On August 24, Tmall held the "2016 Play Tmall Double 11 Sharing Conference" in Shanghai, hosted by Tmall's official business learning organization "Tmall Shangluehui". At the meeting, the waiter from Tmall Live shared the upgraded gameplay of Double 11.

Starting this year, the well-known Internet trend is also a trend in content marketing trend, which is live streaming. Join the live broadcast army and prepare in advance to shine in the "Double 11" scene.

Therefore, this year's Double 11, we will also bring live streaming into the overall gameplay. From October 21 to November 11 (tentatively), the "Double 11" live broadcast room will be launched. The main live broadcast platform is the Tmall mobile APP, and it will also do synchronous live broadcasts on Taobao and Youku.

Since March this year, many brands, including Disney, Procter & Gamble, Maserati, etc., have been live broadcasts on Tmall, and many celebrities, including Nicole Kidman, Arnold Schwarzenegger, Zhang Yixing, Li Na, etc., have also participated in Tmall live broadcasts, and more than 500 brands have conducted live broadcasts on Tmall. Covering Tmall's electrical appliance city, beauty, Tmall International, medicine, health, home, maternal and infant, automobile and other industries, all Tmall industries have almost participated in this live broadcast "battle". The positioning of Tmall Live is to do live broadcasts of brands and celebrities, and follow the brand marketing link.

There is a big difference between Tmall live streaming and external live streaming platforms. We are based on the Tmall brand, making the brand more personalized, allowing the brand to communicate and interact with users face to face, and achieve the final precipitation and conversion of fans.

During the Double 11 period, our live broadcast has tentatively set a live broadcast direction: to open a global brain-thinking live broadcast room for the three themes of global fashion, global intelligence, and global life. This brain-thinking live broadcast room is different from our daily live broadcasting gameplay. We hope that all Tmall friends can work together to open up their brains and plan some programs that they have never thought about and watched.

For example, at this stage, we not only just let the anchor sit in the studio alone, saying that the product is good and the brand is good. This is actually a very boring program. During the "Double 11" campaign, can we think of some event-based live broadcasts? For example, if a celebrity is asked to conduct a live broadcast of skydiving from above the stratosphere, or if an expert dives into the Mariana Trench for exploration, or land on Mount Everest, our live program must be a very creative event release. During the period of momentum, there will be many extrapolation channels to help everyone spread these events to the outside world.

We will tentatively launch an official column called "Discovery" to invite brands and celebrities to help consumers discover good products. It is expected to be between November 1 and November 10. In this live broadcast room, the main purpose is to enable consumers to realize brand awareness and purchase of goods during the warm-up period of "Double 11".

On the day of "Double 11", we customized a theme, which is "Boss is also crazy". During the sprint stage, let brands, KOLs or celebrities sell goods in the live broadcast room together. We hope to exude an active state of selling goods, such as which products were restocked again on the day of "Double 11", or were about to be shorted, and how many shopping coupons and red envelopes were added. Only these contents are exaggerated and allow consumers to participate in the first time through live broadcasts.

Next, Tmall live broadcast room will launch some core gameplay for "Double 11". There will be many new interactive gameplay in the live broadcast room, including popularity red envelopes, following and sharing gifts in the live broadcast room.

What is the difference between these gameplays and before? In the past, our red envelope rain was presented at the platform level, but now, merchants on Tmall can already configure red envelope rain independently. When the live broadcast room reaches the agreed time point, the entire live broadcast can be watched while grabbing red envelopes. When the live broadcast room gathers 10,000, 20,000, or even 200,000 people, the live broadcast can trigger the user's viewing rights.

At the same time, we will also open an online mass media system, which is mainly to facilitate merchants and experts who settle in Tmall, and to cooperate with domestic front-line media. If brands want to have more professional media or experts to intervene in communication, or support the creativity or shooting of some of their own live programs, this need can be met through our mass media system.

Now, the mass media system has been opened and the "Double 11" function is being optimized. You can experience the mass media system in the Tmall backend in advance.

When you are doing live broadcasts, you can open your mind, and the "Double 11" live broadcast is also waiting for everyone.

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