Tmall Double 11 Global Carnival officially set sail for four major trends unveiling the new retail era

On October 20, at the Kai Tak Cruise Terminal in Hong Kong, Alibaba Group Executive Vice Chairman Tsai Chongxin, CEO Zhang Yong, CFO Wu Wei and CMO Dong Benhong jointly announced the official launch of the 2016 Tmall Double 11 Global Carnival. Laogao Crown Club was invited to participate in the " 2016 Tmall Double 11 Global Carnival Official Launch Ceremony"

At the launch ceremony, Alibaba Group CEO Zhang Yong pointed out that in the past seven years, Tmall Double 11 has become a grand festival for global merchants and consumers to celebrate. Double 11 is not only the touchstone of Alibaba's ecosystem, but also a transformation of the commercial Internet in the new retail era. Whether it is Alibaba's vast ecosystem or global retail, logistics, payment and other partners, participants in different roles have independently or involuntarily integrated into this magnificent social mobilization, making Double 11 a frontier for commercial change in China and even the world.

   As the scale of Double 11 transactions is about to reach 100 billion yuan, Zhang Yong is concerned about not only sales, but also innovation. He spoiled the four new trends of this year's Double 11: with interaction as the representative and live broadcast as the carrier, the consumption and entertainment will go to the end; at home and abroad, it will be truly connected, not only consumers can buy all over the world, but brand merchants will also achieve the convenience of "global selling"; omni-channel integration reaches an unprecedented level, millions of stores are connected online and offline, and nearly 100,000 stores are electronic; big data will be used as the underlying service to build a highly personalized consumption scenario for merchants and consumers, so that everyone can enjoy their own Double 11.

Consumption is entertainment, global integration of buying and selling, omni-channel integration of online and offline, and building highly personalized consumption scenarios with big data. Double 11 has entered its 8th year, and changes are happening more profoundly. Today’s Double 11 is not just a shopping carnival, but has opened a new retail era.

Break the boundaries of entertainment and consumption, and interact in real time into a new consumption form

The boundary between consumption and entertainment will be completely blurred during Double 11. On October 23, Tmall will hold an 8-hour "Show and Buy" global trend ceremony at the international fashion week level. 50 global high-end brands including Burberry, Maserati, Guerlain, RIMOWA, and Leica will launch new products on site, more than 30 international brand interactive exhibitions, and 150 domestic and foreign supermodels and celebrities will walk on the show.

Tmall also helps brands generate and publish content through a series of tools. From October 21 to November 11, the total number of official live broadcasts and merchant celebrity live broadcasts will exceed 60,000. More than 600 international big names will participate in the official live broadcast, including more than 100 entertainment stars such as Yang Yang, Yang Mi, and Zhang Yixing. 50 sports stars and 300 Internet celebrity experts will interact with consumers during the live broadcast. The series of live broadcasts also realizes watching and buying the entire process, and covers multiple media digital marketing platforms such as UC, Youku Tudou, Sina Weibo, Tmall Magic Box OTT Internet TV platform, etc.

The interaction between consumers and merchants is connected online and offline at the same time. Through the combination of AR+LBS technology, Tmall will launch the global interactive game "Find Carnival Cat" to bring an unprecedented augmented reality interactive consumption experience. During Double 11, based on Alibaba's huge business system, it can "capture" the cats of various big brands in more than 2,000 Starbucks stores, more than 4,000 KFC stores, more than 500 cinemas, as well as Suning.com, Intime Department Store, Beijing Xidan Joy City, Shenzhen Coast City and other commercial entities, as long as they open Taobao and Tmall, they can "capture" the cats of various big brands and win super value Double 11 red envelopes and multiple generous prizes.

VR shopping will also become a reality. During Double 11, Tmall will launch the global virtual reality shopping mall - Buy+ channel, and nearly 10 million consumers are expected to directly participate in the experience. Shoppers can complete the entire shopping process of shopping, placing orders and paying by just moving their sights, and experience the real shopping scenes overseas in an immersive way. For example, "take" the subway to browse the Rainbow Bridge and Ferris Wheel of Odaiba, Tokyo, and encounter a beautiful girl from the second dimension; follow the pilot to "fly" the helicopter to see Sydney, taste fresh and quality milk and sweet oatmeal in the Australian ranch; drive a 1965 antique car to "visit" New York Times Square and experience the packaged VIP shopping. According to reports, the first consumer in the world to complete VR shopping will receive double tickets for the Double 11 party and the benefits of traveling to the country for free. Laogao Crown Club Exclusive Report

As the highlight of this carnival, a more international big-name production team and superstar lineup will be the characteristics of this year's "Double 11 Spring Festival Gala". Last year's "Double 11 Carnival Night" debut ranked first in the country's simultaneously broadcast programs, attracting nearly 100 million viewers. The Tmall Double 11 carnival night, which started on November 10 this year, will introduce more international operations and make the party a top international IP comparable to the "Super Bowl".

Commercial infrastructure at home and abroad is opened up, and buying globally must sell globally

With the advancement of Alibaba Group's globalization strategy, this year's Double 11 will truly connect with domestic and foreign countries and realize global new retail integration. Not only can consumers enjoy the fun of buying around the world, but brand merchants will also take the Double 11 express train, expand the market and enter the era of "selling the world".

This "public beta" of global commercial infrastructure integration begins with Hong Kong and Taiwan. During Double 11, nougat from Taiwan’s sugar village will be sold to Hong Kong online for the first time, and the German treasure of Hong Kong’s health and wellness will also be sold to Taiwan for the first time. After growing from a small regional brand to an online "star" well-known to Chinese consumers, Tangcun and Debao are using Tmall to achieve greater goals: to enter Southeast Asia and even the world.

There are hundreds of Hong Kong, Taiwan or overseas brands like Sugar Village and Debao, which have launched the "global selling globally" model on Tmall, including global high-end retailers such as Costco, Metro, and Macy's, as well as special brands that consumers are familiar with. On Double 11 this year, these brands will sell high-quality overseas products to Hong Kong and Taiwan through Tmall for the first time, bringing "Zhizhengwei Goods" and exclusive discounts to 30 million Hong Kong and Taiwan consumers in all categories such as beauty, maternal and infant, health products, clothing, department stores, food, electrical appliances, and other exclusive discounts, and provide a series of customized services such as local currency settlement such as Hong Kong dollar or Taiwan dollar, free shipping, and local returns.

In the deep test of breaking the boundaries of commercial regions, Alibaba's global commercial infrastructure is also accelerating its upgrade. On Double 11 this year, Tmall upgraded and transformed the Taobao platform from the bottom layer of the product, payment flow, logistics model to the front-end display, providing a full set of solutions for overseas merchants and consumers. In terms of finance, the US dollar settlement model for foreign commodity transactions in mainland China is realized for the first time, allowing overseas merchants to cover multiple global markets at the same time by operating a store and using an overseas Alipay account.

In terms of logistics, Cainiao Network's Global Order Confirmation Center (GFC) located in Australia and Hong Kong will serve Double 11 for the first time, and will also support the delivery of overseas goods to Hong Kong and Taiwan. Consumers can see information such as overseas order collection, inbound and outbound, trunk flights, customs clearance and other information in the logistics details, and visualize the entire cross-border logistics process.

Continue to enjoy the fun of buying all over the world. This year's Double 11 includes 98,000 merchants and over 10 million good products worldwide. Tmall Fresh announced the "Zhenxian Global" plan, which will join hands with farms, ranches and fishery from origin around the world to select quality processing companies and excellent merchants to move more high-quality origin delicious foods to consumers' dining tables through omnichannels to further promote consumption upgrades.

Millions of stores are connected online and offline, and omni-channel integration creates a new shopping experience

During Double 11, more than 1 million stores will be opened online, involving thousands of domestic and foreign merchants such as Suning, Intime, TCL, Uniqlo, Sofia, GAP, Bestseller, B&Q, etc. In many industries such as home appliances, clothing, automobiles, home decoration, and beauty, omni-channel product communication, service communication and membership communication have become the standard brand configuration.

Nearly 100,000 stores have been fully electronicized, and the digital arming of store shopping guides has been realized through Qianniu's "store shopkeepers" and transformed into a "smart store". When consumers purchase at a brand Tmall flagship store, they can connect through the Qimen system to achieve delivery in the nearest store and deliver the goods to their door as fast as two hours. At the same time, through "Data Bank", online and offline member information is integrated to achieve omni-channel consumer operation.

Offline business giants such as Suning and Intime continue to participate in the Double 11 carnival. All Suning stores will connect after-sales service with Double 11 and provide services such as trade-in; Intime will undertake online orders, provide in-store pickup, and open a "Tao Brand" counter to create opportunities for consumers to touch and try online brands.

Alibaba's omni-channel business model is continuing to upgrade, and the comprehensive integration of the digital economy and offline business has reached an unprecedented speed and depth. Merchants and brands have completely abandoned the distinction between online and offline, and are striving to open up user management, product management, services, and logistics through omni-channel to create a new shopping experience for consumers. Laogao Crown Club Exclusive Report

Big data builds exclusive shopping scenarios, and the era of personalized consumption is coming

A highly personalized shopping experience will be a great difference that this year's Double 11 will bring to consumers. From product recommendations, searches, news sources, user-generated content, wish lists, etc. in the community, they will be recommended to individual users through data. Consumers will enjoy highly relevant products and content to meet their interests and lifestyles and are constantly updated with each revisit. Based on the in-depth mining and application of big data, every consumer will experience its own Double 11, including a unique main venue, unique information, unique content recommendation and scene recognition.

At the same time, big data also gives merchants personalized capabilities, and merchants have the ability to customize different stores for different customers and provide different products and services.

With the further deepening of wirelessization and the further application of big data, it is expected that more than 3.5 billion personalized pages will be generated during this year's Double 11, and these 3.5 billion pages also represent the arrival of the era of comprehensive personalized consumption scenarios.

"The peak of Double 11 five years ago has become today's daily consumption. Logistics was still a test five years ago. Today, merchants can handle hundreds of millions of orders in just 16 hours, and consumers can receive hundreds of millions of packages in just two or three days. We are moving towards the future together in this social drill." Zhang Yong said.

With the continuous and in-depth transformation of traditional retail formats by all participants in Alibaba and Alibaba's ecosystem, Double 11, entering the 8th year, has far surpassed the boundaries of a shopping festival, which is the prelude to the new retail era.

Laogao Crown Club Exclusive Report

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