300 live broadcasts account for 1/3? Double 11 focuses on variety shows e-commerce

Live content that is carefully planned and innovative, and is supported by big-name stars will be given priority to the best resource position on the Double 11 live broadcast page.

Chen Yan (Hua Ming Fangfei), the head of Tmall Live and President of Double 11 Live, said in an exclusive interview that during Double 11, nearly 300 live broadcasts were placed on top resources, including more than 100 live broadcasts involving celebrities, which were basically carefully planned by brands and professional institutions.

“通过优质的内容和最佳的直播呈现方式，让品牌从聚人气到人群沉淀，到二次运营、二次转化，都在这边完成。”芳菲说，依照之前在天猫上超百场的直播经验，她发现，直播可以将营销和销售在电商领域实现完美结合，效果显著。尤其在双11期间，用户明确是冲着购物而来的，其转化率肯定会超越平时。芳菲说，之所以直播强调策划与内容，以及节目化的呈现方式，为的是能在“网综+电商”领域找到最佳的营销创新方式。

Double 11 live broadcast resource ranking

Starting from October 21, Tmall Live and Taobao Live will jointly build a live broadcast venue, and accordingly, Taobao Live entrance resources will also be adjusted. The three major entrance resource positions on the Taobao live broadcast page, popular live broadcast, and live broadcast, which were previously popular live broadcast, will be adjusted to Double 11 live broadcast resource positions and daily regular content live broadcast positions. Among them, the Double 11 live broadcast resource position mainly undertakes shared content planned and led by Tmall, Taobao and Alibaba, as well as live broadcast content of Taobao's Top 250 anchor group.

In Taobao’s regular content live broadcasts, any expert with live broadcast permission can broadcast live normally. Of course, the live broadcast content of the Top 250 anchor group will also be revealed here at the same time. What’s important is that in order to ensure the quality of live broadcasts in the venue, the 250 anchors selected through layers must be able to reach cooperation with merchants through Alibaba V missions.

In terms of resource position arrangement, the Double 11 live broadcast page will be divided into three parts: the head resource position (sea view position), the middle resource position and the bottom resource position (racecourse). The content presented by the top resource position is basically based on brand live broadcasts led by Tmall; the intermediate resource position is mainly composed of high-quality merchants and Taobao Top 250 anchor group content; the bottom resource position mainly undertakes that through personalized recommendations and algorithms, the "Literary Pearls of the Sea" that have not entered the main venue are recommended to users. "The live content that was not selected for Taobao's Top 250 anchor group will be invited back to the Double 11 live broadcast venue due to content innovation, live broadcast activity and attention." said Yuan Yuan (girl name Jian Rou), a senior operator of Taobao Live.

In addition, based on the quality and viewability of Double 11 live content, Double 11 live broadcast will also consider cooperation with external live broadcast platforms, as well as traditional media organizations, TV stations and other platforms to achieve multi-party linkage and "city coverage". At that time, a Double 11 live broadcast room will be set up on Youku App to achieve well-known brand exposure and publicity.

In addition, given the different attributes of Taobao and Tmall's respective platforms, there will be certain differences in live broadcast presentation. For example, many brand owners on Tmall will have brand spokespersons, so Tmall live broadcast will focus more on celebrities; while Taobao live broadcast ecosystem should be richer, preferring grassroots experts and internet celebrities to live broadcast. Although there are two different sets of live broadcast content, during Double 11, they will be interconnected in product attributes including rights, content, products, etc., so as to meet consumer needs as much as possible and empower merchants.

Double 11 live broadcast: branded and columnized live broadcast

Focusing on the three core elements of "viewability, interactivity and driving purchase transactions", the organizer has planned six live broadcast programs with their own unique features. They will be staged continuously from November 1 to 10.

"Jiu Niu and Erhu" is a very interesting program content for this Double 11 live broadcast. Jiu represents nine internet celebrities, and Erhu refers to two big-name stars. It will be done in total for 5 periods, each for two hours. During the program broadcast, consumers will see a nine-cage grid, that is, nine live broadcast rooms, and each live broadcast room will have an internet celebrity anchor to provide shopping guides for their respective brands. Celebrities will enter these nine live broadcast rooms according to the rules of the live interactive game, and interact with the Internet celebrities in the live broadcast room in various ways to recommend brands. This novel interactive gameplay and program format will be deposited in Tmall live broadcast in the future and will gradually become its ace IP program.

During the Double 11 promotion, major brands and merchants have reduced the price of goods to the lowest level. So how can we gain more rights for consumers? The organizer thought of the "Boss" behind the scenes, so he planned a live broadcast program that "Boss is also crazy" and was broadcast at the live broadcast venue on Double 11. The program is professionally produced by a large-scale live TV media organization and broadcast live by well-known hosts offline studios. The program will broadcast personalized videos recorded by "Brand Boss", distribute large-scale brand rights and introduction of brand hot-selling products on Double 11, etc., which will trigger a crazy craze on Double 11.

They hope that the bosses can show their brand charm in various ways, or distribute more red envelopes to consumers when they are having fun in live broadcasts, or bring limited-edition products on the spot. Fangfei said, "Live broadcast only provides a backstage entrance. The way of Boss participates, the content and format of the program are planned by the brand and professional organizations."

By then, 30 brands will participate in this live program, and the programs will be broadcast in two major periods, 10:00-16:00 and 16:00-24:00 on November 1, 2016. The brand exposure period will be arranged according to program needs.

Last year, the White House bosses were invited to the Double 11 venue, but what bosses will come to the live broadcast room this time? We might as well imagine that this year is the first time that Apple mobile phones participate in Double 11. So will Apple bosses appear?

Last year's Double 11 Gala Live directly brought half of the entertainment industry to help, such as Guo Caijie's quick songs, Liu Qian's magic, and celebrity interactions represented by male gods such as Wang Kai, Jiang Jinfu, and Zhang Yixing, which are still unsatisfactory. But this year, without waiting for the party, consumers can see hundreds of celebrities active in their respective brand live broadcast rooms during the warm-up period.

In addition to the above mentioned "Jiu Niu and Erhu", "Boss is also crazy" and "Call the stars", there are also "Please be the master" who introduces private good goods through various scenario-based and personalized live broadcast methods; "Global anchors" shouted by well-known international hosts; live broadcast version "hot list" updated live in real time; and "travel dream" shared by travel experts outdoors. "These six columns are our main products. They will become the core contents of brand exposure and fan precipitation during this Double 11 period." Fangfei said.

In terms of interactive gameplay, KA merchants in Tmall live broadcast room will enjoy the privilege of customized skin replacement. As long as brand elements are provided within the time range required by the platform, the brand can get emoticons exclusive to the brand during the live broadcast. On the Double 11 Gala, you will see different surprises and content when watching the Gala content on different channels.