On the afternoon of September 22, at the 2016 Taobao Seller Communication Conference held in Hangzhou, Taobao Vice President Zhang Qin (nickname Yang Guo) focused on the three horses - product, content, and community operations. Driven by these three dimensions, this year's double promotion activities will focus on consumption upgrades and help merchants seize more opportunities.
In order to implement the specific gameplay, Zhou Nan (who is famous Chaoge), the general manager of the double promotion event, gave a comprehensive introduction to the merchant.
During Double 11, the platform will take good goods and sellers, personalized venues and the operation of old customers as the main encouragement directions.
There will be greater innovations on Double 12 - the event will be based on the interaction between people as the theme, and through private domain operations, it will eventually achieve community-based and content-based overall platform.
The different gameplay between users and users, users and sellers, as well as the new shopping experience supported by new search projects will play a greater role in the introduction of new users, the activity of existing users, and the retention of old users.
The following content comes from Taobao seller communication conference:
Double 11 Taobao Carnival: Grasp the Three Major Directions
Overall direction
In terms of the main promotion direction, although Taobao is not particularly different from the past Double 11, the focus is still on the demands of consumers in previous years, Taobao still mentioned encouragement in three directions.
First, encourage good goods and sellers. The platform especially recommends sellers who satisfy consumers and use better products to solve consumer problems; the second is to encourage personalization of the venue. The degree of personalization has improved to a great extent this year compared with previous years. Based on the consumption and browsing habits behind consumers, as well as the various analyses captured by Taobao big data, in the same main venue, one thousand people may see a thousand different appearances; third, it is encouraged to use more tools to empower old customers to operate. Using Weitao, you can get good products, live streaming and new tools, the old customers accumulated by sellers over a year will receive call from the store owners in various channels.
During the big promotion period, it is particularly reminded that sellers who use inferior products or false transactions to destroy Taobao rules and deceive consumers will be severely punished.
Seller's Trilogy
On September 26, the registration for the Double 11 venue investment promotion and peripheral investment promotion officially began. What preparations do sellers need to make?
Discount settings: This year's Double Eleven main gameplay is still the store red envelopes and store reductions, which can increase the store's average customer price and conversion rate.
Venue registration: There are 28 industry sub-venues, 8 special sub-venues and 2 marketing platform sub-venues. Sellers should pay attention to the registration deadline and prepare for prices, stocking and publicity in advance.
Peripheral registration: Peripheral products will be in search, recommendation or other customer channels, so that products can be displayed to consumers more opportunities. In addition, when the peripheral weighting reaches a certain level, you can be promoted to the inner venue. This time there will be a special venue for promoted sellers, where consumers can browse the winning seller's products.
Double 12 Taobao Pro Ceremony: Interaction, Private Domain Operation, Content
Double 12 is a bigger event for Taobao sellers.
Last year, Taobao verified some ways to play that represent future shopping trends. For example, under the beauty category, the stores that have won the top three final transactions are no longer big sellers, but emerging "popular sellers". They posted their photos, makeup guides, etc. on Weibo. Their understanding of products is no longer shown to consumers in the form of shelves, but through various forms of communication, they allow consumers to participate in interaction, so they defeated the top sellers for many years.
These "representative sellers" represent the future shopping trend at that time last year. After the Taobao Double 12 experiment, this trend has become the mainstream of e-commerce in China at present.
Overall direction
Deterministic purchase of demand, promotions, fun, specialty and creative products are two directions retained this year's Double 12.
In addition, at the innovation level, Taobao hopes that consumers will have a clearer definition of Double 12:
Human interaction is the theme. Shopping at other points in time may be an interaction between people and things - spending money to buy things, whether it is a well-known brand or other brand, is an item exchanged with coins. On Double Twelve, Taobao hopes to interact with people.
What is interaction between people? Zhou Nan gave an example based on his own personal experience. He wanted to buy a pair of white shoes. There were many sellers of the same style online, but in the end he chose a store with shoe washing insurance. The name of insurance is "Bao My Shoes White". Customers can clean it for free within half a year if they spend 30 yuan. There are so many white shoes on the entire network, and this store sells it no cheaper than others, but this selling point has attracted many users. This is what Double 12 wants to interpret for everyone's interaction.
Practice of private domain operation. What is a private domain? Simply put, it is a method for operating for old customers. Sellers use various tools to allow fans to interact continuously with the store owner.
Through private domain operations, Taobao’s role in the middle will undergo tremendous changes. Previously, the relationship between consumers and sellers was: by searching for keywords or direct trains on Taobao, consumers found sellers. Through the practice of private domain operation, consumers will take the initiative to stay on Taobao because of the seller.
Communityization and contentization are the ultimate effect. As Zhang Qin, vice president of Taobao, mentioned, on the one hand, if everyone wants to make the difference in their own products, and to make the brand attractive and premium to consumers, they must convert consumers through content, rather than through price. On the other hand, whether it is the entry of new users, the activity of existing users, or the retention of old users, we hope to help every seller operate their users through community products.
Interactive channels
The interaction between users hopes to share shopping content between merchants through some games, and the pages that carry these sharing are the extremely personalized "My 1212" page for each user.
Take one scenario as an example. As an old customer of the store, if you want to get the cash red envelope or store benefits issued by Taobao on Double 12, you need to invite similar groups to participate in the game. In other words, while the seller issues some gameplay to operate old customers, these people will spread to more new customers through this game. These new customers have extremely high conversion rates due to their similar attributes to old customers. By bringing new operations with the old, it will bring more accurate traffic to the store.
The interaction between users and sellers has refined two main scenarios.
The first main scene is live broadcast. Taking Uncle Han Rui, a Korean makeup buyer, as an example, he will ask customers what they want before shopping, and will customize his shopping routes and shopping methods based on what consumers want. Through live broadcast, consumers can enjoy shopping in Korea without leaving their homes. It's not like a seller selling things, it's more like a butler helping customers find what they want. Taobao hopes that sellers can use this form to create various interactions between users and sellers, and also hopes to create more new ways to lead the industry in the interaction process with sellers.
The second main scenario is the operation of old customers. Taking a 7-year-old cosmetics store as an example, the management relationship between it and its users is maintained through parental literature. The chat content of the old customer group of the store is very lifelike. The owner will jump out when customers chat and tell them about their future travel purchasing plans. In addition to cosmetics, sellers will also meet other requirements such as socks proposed by customers. In the end, the store owner obtained more than 30% of the store's profits through his old customer base. Most of the goods he purchased from Tokyo are no longer sold to consumers through shelves, but are first distributed to their old customers in this group.
New shopping chain
The new search function will give consumers a different shopping ecological chain.
When customers have shopping needs, through keyword search, what comes out is not only the product list, but also the interactive experience and live broadcast entrance. After clicking to follow, you will be able to see the new content posted by the other party.
This is Taobao’s newly launched “Dome” project this year, and it is also a project that truly empowers sellers. Participating sellers can apply for a key word for searching and flexibly formulate the search result page. Through the "direct delivery of one word", we can connect online and offline as well as various marketing channels and media.
Simply put, sellers can use this word to recall old customers, let customers stay on this result page, receive exclusive coupons, or they can do live broadcasts, marketing activities and off-site marketing activities here to achieve the gathering of consumers and fans.
These gathered consumers and fans will serve as a group of people who interact and operate in the group functions that Taobao will open in the future. The exchange and discussion of various topics in the group will gradually narrow the distance between the store and the customer. Maybe it used to be that customers only opened Taobao when they wanted to buy something, but now customers will come to Taobao to see if their content is updated, whether they are chatting in the group because they like a certain store, owner or expert.
Zhou Nan mentioned that in the early stages of October, November and December, Taobao will form more marketing and activities to lead merchants to familiarize themselves with these new ways of playing.
Content Operation Innovation Award + Community Operation Innovation Award
With the changes in the business environment, a group of merchants full of content operation capabilities and community operation capabilities have emerged on Taobao. They not only quickly adapt to changes in the environment, but are even leading these changes.
At the 2016 Taobao Seller Communication Conference, Taobao presented two innovation awards - the Content Operation Innovation Award and the Community Operation Innovation Award.
Content Operation Innovation Award
Wang Xiaodu’s store:
Reasons for winning:
·The owner integrates his feelings and emotions about life into the product introduction, creating a new way of expressing and disseminating personal emotional content.
·Shop fans buy content rather than just products, "I won't buy it if the store doesn't write anything and chats."
The Western Regions Meinong Main Store Xinjiang is indeed good:
Reasons for winning:
Based on a deep understanding of the products, we made up our minds to use cartoon personalized routes to express the characteristics of the products and established a professional content operation team with division of labor. It includes media operations, content planning, script editing, professional illustrators, etc., giving the product a very vivid cartoon image and plot story.
Qijuliangpin European and American trendy home furnishings :
Reasons for winning:
Create an image of an industry expert. In the home decoration and home decoration industry, we use the form of questions and answers to continuously absorb and organize user questions, answer common questions in a standardized manner, and solve personalized questions one-on-one, and form the column "Qiju's Most Beautiful Home", from pictures and texts to live broadcasts, from sellers to experts.
Community Operation Innovation Award
Hanrui Fashion Global Go Brand Store:
Reasons for winning:
·Trying to the C2B model: Before purchasing, buyers use live streaming to customize procurement routes based on consumer needs, integrate local cultural scenery, and attract multiple groups.
·Innovation in shopping methods: Develop the concept of virtual shopping travel, allowing consumers to visit the world without leaving home.
Little insect rice seeds:
Reasons for winning:
·Create the fan operation position of "Xiaozhu.Zhongwan" to operate scattered and grouped operations for the scattered and worm rice, establish a one-to-one customer service manager daily maintenance to increase stickiness.
·Scenario-based in-person marketing, through cross-border IP cooperation, fine-tune the scene atmosphere, such as camera streaming, horizontal screen display, interactive interviews and other live broadcast methods, allowing users to be immersive, both with the production level of TV programs and the real-time interaction of online live broadcasts.
Produced by Weigua:
Reasons for winning:
Use constantly updated original emoticons and derivatives to maintain loyal fans and create brand characteristics. The material of original content comes from the daily communication of existing fans, and has innovated the continuous UGC production process in the second dimension field.
At the meeting, Taobao Vice President Zhang Qin (nickname Yang Guo) shared the trend of consumption upgrading and future e-commerce opportunities. For details, see " Sellers are most concerned about double promotions, wireless and consumption upgrades. Taobao Yang Guo talked about them all! 》
The following are the highlights shared by Yang Guo:
·Consumption upgrades have triggered three major changes: First, consumers pursue cost-effectiveness and pay more attention to the mid-to-high-end market; second, service upgrades may explode in tourism, education, entertainment and other fields; third, consumer demand segmentation.
·In addition to product operations, sellers may also need to add two new teams, one called content operations and the other called community operations.
·The wireless migration is basically over. The proportion of Taobao wireless transactions increased from 30% three years ago to 75% now.
Afterwards, Wen Zhong, director of Taobao's Wireless Business Department, gave a detailed discussion on the "content matrix", "content scenarioization" and "communication" of Taobao on the core content of "how to move from centralization to decentralization in mobile Taobao, and how to do social e-commerce". See " How merchants should do content, play community and live broadcasts on apps with more than 150 million daily active users "
The following are the highlights shared by Wen Zhong:
·By building a content matrix, precipitating UGC content and user interaction content, through big data, using some centralized activities and scenarios, more account relationships and more relationships between users and accounts can be formed, and some content can be customized and fragmented reading, etc.
·In the future, we hope to see marketing on Weibo, interacting on live broadcasts, and making transactions on Taobao.
·Communication involves three parts: the first is evaluation, the second is question and answer, and the third is sharing
More information about Double Eleven is available at the Crown Club September regular meeting site Click the picture to register now http://www.shxuanming.net/online/
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