The entire set of Taobao experts on Double Eleven is here! | Dry goods

In the Alibaba Riverside Park in Hangzhou, Taobao University and Taobao experts held the "Taobao Expert Double Eleven Launch Conference", with nearly 100 Taobao experts and 300 merchants participating. Waiters from Taobao experts and other platforms shared with everyone the new ways to play around "Taobao Expert" in Double Eleven in 2016.

The following is the content shared on-site, compiled by "Tianxia Online Merchants":

How to play Taobao experts on Double Eleven has four changes compared to previous years

Huineng, the head of Taobao expert, revealed on the spot that the gameplay of Double Eleven this year will be a bit the same, but there will be many changes in the explosion point.

1. The path of consumers to contact products is changing.

Since entering the era of big data, Alibaba has begun to use various algorithms to guess the needs of users, and according to different scenarios, there are good products, guess you like, etc. to meet the needs of users. However, in Huineng's view, such scenarios are still relatively later. The trend that can be seen in the future is that using content and fans, people will come to life to tell him what is interesting and worth buying before the user has access to the scene.

2. The form of content affecting consumers is changing.

From positive reviews, community Q&A to text, buyer shows, and then live broadcasts. What will happen next? Huineng judges that short videos will become more and more popular. Short video production companies have successively received investments, and their exquisite production and rich forms indicate that short video content will become a major trend in content production in the future.

Although the cost of content production will continue to rise from text to short videos, it can play a great role in building branding, personalization and visualization of brands and experts, and can become a guarantee for users to quickly recognize and continue to pay attention to for a long time.

3. The level of content cooperation is changing.

The first stage of content cooperation is to accumulate content by experts and select areas that they are good at for content precipitation. The second stage is to cooperate with experts and merchants. Experts combine the merchant’s requirements and find ways to combine content with products. The key at this stage is that experts should establish an accurate image and positioning, and do not accept everything. The more chaotic the content, the more chaotic the fans will be. Losing core value means losing business cooperation. In the third stage, experts gradually establish their own style and brand, they will form a fan effect, experts' bargaining power will change, and their voice will also increase. In the fourth stage, when the expert’s fan base has reached a certain scale and the expert has already gained a public image, he can be a brand endorsement. Expert brands and merchant brands promote each other, and the result is 1+ followers 1>2.

4. The support provided by Taobao is changing.

This year, the support provided by Taobao Expert Platform: full traffic of 25 channels was exposed. The news center is open, experts can communicate directly with fans, and users with vague demands can directly ask experts what to buy. The homepage of the entire site is unified. All places where the expert's name appears on 25 channels can go directly to the expert's homepage, and it will help the expert promote sharing. By opening the well-known product details pages of the entire site to the expert, the expert can put the content into the most critical core scenario where the user is hesitating to buy a product. This will affect all consumers. In addition, Alibaba has reached a cooperation with Heyi Group, and the content published by experts on Taobao and Youku can interact in two ways. Youku's self-media can be introduced into the Taobao system. At the same time, we hope that more content produced by Taobao experts can be leaked.

Expert Academy: Double Eleven Special Expert Training Camp is about to be launched

Produce the best content to help experts achieve the fastest growth; help experts grasp the trends of the entire commercial content era and realize the implementation of commercialization capabilities; help experts and businesses to link up and promote sustainable development.

An Qiuming from Taobao Expert College said that these three points are the most important goals of Expert College. Next, the Experts College will launch a 3.0 training plan, committed to building a learning ecosystem or learning community for experts. The learning resources of the entire Taobao department will be open to the experts.

In order to help experts prepare for Double Eleven better, Taobao Expert Academy will launch the third session of the Expert Training Camp - Double Eleven special session, including three most concerned topics: content operation, fan operation and commercial monetization.

Taobao headlines: Two new content forms will be launched soon

This year's Double Eleven Conference is presented in a single content form. The content forms currently available on Taobao Toutiao include: pictures, texts, videos, live broadcasts, and special topics. This year, two new content forms - Q&A and special issues will be launched during Double Eleven.

Q&A headlines will be launched in October. The main feature is to connect users with experts and experts, including big Vs. Experts, idols or big Vs in some fields interact with users by answering user questions, including text Q&A, pictures, and adding products to the answers. Q&A headlines will run throughout the entire Double Eleven headline program, and convert them through very direct product recommendation methods.

The special issue is a content form that Toutiao has now been trial-operated online. The current model is the topic of the topic initiated by the waiter. Users can subscribe directly to attract users to continue to follow up. During the Double Eleven period, a special Double Eleven issue will be set up. Experts are welcome to participate in the submission and participate in the content construction of the entire special issue.

There are two types of theme gameplay for Taobao headlines on Double Eleven:

1. Customize the program.

It mainly customizes the themes and diverse program forms of some programs. Experts and media that need to participate have strong operational capabilities. For example, Toutiao Jun’s Brain Research Institute, the content here will be displayed in the form of videos, so experts are required to have sufficient video production capabilities.

2. Contributions from Double Eleven.

Before Double Eleven, the permissions for the entire Double Eleven supply will be fully opened to experts, and there will be many directions for the feed. For example, money saving tips, etc. The introduction of the entire column and the event introduction will be announced online in early October, so please stay tuned.

What content is welcomed on Double Eleven Headlines:

1. Trusted, professional and interesting.

2. All content must be closely related to Double Eleven. Only all content related to Double Eleven has priority choice and can improve the pass rate.

3. The recommended products should be closely related to users and consumers, and provide them with some consumption guidance and decision-making.

What kind of content is not welcome on Double Eleven Headlines:

1. The title is vulgar and indecent.

2. Use official names, such as "Jack Ma said", or "official launch".

3. Title Party. If you ride on hot topics or the title is not related to the content, you will refuse to use something like "If you don't eat like this, you will get cancer."

4. In addition, garbled or traditional characters cannot appear, which is a regular content specification. The main text of the article must be related to Double Eleven, and rumors, pseudoscience, and some low-quality marketing are not allowed. If there is a pile of products in the article, no text description, or no topic, it is not in line with it. The product information and details pages must be related. The picture and video format must be clear and clear, and the pictures must be related to the topic, and the video must be smooth and of high quality.

Taobao Headlines Double Eleven overall rhythm:

After the National Day ends in October, the threshold, rules, and submission direction will be announced. The content requirements will be made public. The methods include forums, WeChat, and Double Eleven gameplay courses. Online teaching will be taught, and the entire participation rules will be promoted. After getting familiar with the rules, experts began to prepare content and began to accept submissions from October 21st. From the 21st to November 11th, the online cycle of Taobao headline content.

Must-buy list: How to participate in the Double Eleven list

The overall rhythm of the Double Eleven list:

A group of high-quality experts began to be screened on September 26, and the screening mainly ranged from two dimensions, the expert index and the accumulated performance of experts on the must-buy list.

October 19th is the deadline for the list. Experts must go to the must-buy list to register. Qualification registration must be approved. You can only submit the article after passing. You cannot submit it by screening it.

October 24 is the final deadline, and October 27 is a supplement to the marking products.

What content is needed for the Double Eleven list:

1. Dual-link theme list, the dual-link theme list is defined as a list type: first, the theme should be attractive enough; second, the product matches this theme.

2. Strategy posts, that is, picture and text posts. The definition of picture and text posts must be professional. Standard products require a professional guidance suggestion in this category, and experts need to be able to explain why this is chosen. Non-standard content tends to be more popular as long as it meets current hot topics and trends.

The key points of the list should be paid attention to:

1. The picture format must be in JPG format, without porridge.

2. The punctuation marks of the copy must be entered under the Chinese input method, otherwise the background will not be recognized.

3. Submission limit: The Double Eleven list requires 5 items for each expert. There are two purposes. First, I hope that more people can transfer the content to the list. Second, I hope that the content produced by experts can be of high quality and can improve the review pass rate.

Crowd venue: Exploring the wisdom of a few people

The focus of this year's Double Eleven crowd venue is divided into two parts:

1. Fight a sense of belonging. How to do a sense of belonging? Crowd shopping guides have actually become a daily routine. All population divisions will be based on the growth cycle of users' lives. For example: when the user was a cardamom girl when he was a child, when she became a white and rich beauty, when she became a new housewife, it continued to extend downward, and there will be changes in the dimensions of interest, style and consumption preferences around the growth of users.

2. Be follower. It is closely related to talented people. This year I hope to discover a group of people who know the goods in professional fields. Experts are part of them and will also explore the power of the industry waiter.

What is the way to play Double Eleven in the crowd venue?

The focus of this year's crowd venue is to explore the wisdom of a few people. I hope that among the experts, the more senior experts in a certain professional field, will let their product selection produce content. Among them, there is a module called "Experts to help you choose" that has opened up such a section to select products for users. How do experts participate? First of all, you need to apply to become a crowd venue expert. When applying for a crowd channel expert, you must choose a media type, which corresponds to the type of group identity. After becoming a talented person in the crowd channel, you can publish single items and graphic posts. These contents will eventually be presented in the "Experts to help you choose", not only can be seen by the current crowd, but also in some popular areas.

The experts welcomed by the crowd venue must be big V experts, and they must be professional enough in a specific field. In addition, I hope that experts must maintain high character, high aesthetics and high aesthetics in the crowd regardless of whether they produce content or select products.

What kind of posts are welcome in crowd venues:

1. Fakes cannot appear when selecting products. If they appear, they must be cleared.

2. Be targeted enough. If you are targeted at the white and rich beauty, you must be professional when choosing products.

3. Featured. I hope experts can explore some products that deviate from the conventional, some top-notch, or niche.

Taobao Live: New live broadcast gameplay focuses on the monetization of commercialization

1. Provide live broadcast trailer function.

You can inform fans in advance when it will start. In addition, the anchor needs to prepare some equipment during the live broadcast, including beauty, multi-terminal shooting, theme settings in the live broadcast room, etc.

2. Taobao Live has its own front-end scenes and channels, which can provide traffic support. In addition to the traditional income monetization, the form of live broadcast is more time-consuming and has higher user participation.

3. Live broadcast launches the function of watching while buying.

No matter what the live broadcast format is, as long as the baby is released, a tag will appear in the lower right corner, which may push the dress on your body or the baby recommended by the anchor. This baby appears in the screen of the user who is watching in the live broadcast room. The user clicks on the small tab and enters the baby's details page, but will not interrupt the current live broadcast screen. All pictures and sounds will be followed by a synchronous window. Users complete Taobao transactions with the experience of watching and buying. The live broadcast will not be interrupted and can go to the live broadcast room at any time. This function now supports most scenarios in Taobao, including auctions, electronic vouchers, etc. In addition to the single gameplay of products, live broadcasts are interactive in real time, emphasizing that it is more fun and more interesting, and has higher user participation.

4. Extension of commercialization of anchors during live broadcast.

In addition to monetizing traditional traffic, the anchor itself has also strong exposure to the brand. His fans gathered together in the live broadcast room because of the anchor. In this process, how can the brand exposure generate greater benefits for the anchor? For example, merchants and anchors achieve brand promotion cooperation through the V mission platform. If the cooperation is presented in the live broadcast room, you can see the small tag of the title sponsorship in the upper right corner of the live broadcast room. If 100,000 people watch the live broadcast during the live broadcast, the exposure of the store signs or LOGOs brought by this time will bring considerable benefits to the brand. In this mode, the anchors can also charge merchants through clicks at this location.

Introduction to the gameplay of Taobao Live Double Eleven

This year's Double Ten Day broadcast was jointly created by Tmall Live, Taobao Live and Alibaba Cloud. The very important part of the live broadcast venue and the entire main venue runs through November 1 to November 11, which is the "big transformation without makeup", transforming ordinary users into fashionable people with a refreshing feeling.

There are also 250 anchors in the group. Which anchors meet our requirements? First, the fan base is sufficient. Second, the shopping guide has sufficient ability and can be said to be talented anchors who are good at live broadcasts to compete with celebrities and even merchants on the Double Eleven stage.

Overview of live broadcasting on Double Eleven

October 21st is a period of momentum. During this period, live broadcasts tend to be event-oriented live broadcasts, with 250 live broadcast groups, starting from the three major themes of fashion, intelligence and.

The second stage is the warm-up period, with the theme focusing on discovering good goods around the world. This stage is the best time period for additional purchases. It provides in-depth interpretation of the products in hand and purchases through live broadcasts.

In the third official period, a crazy boss was created, and the live broadcast was fully fired, releasing all the purchasing power of all fans.

The God of Buying is here: Big guys plant grass, and the whole nation grows grass

This year, Taobao will upgrade the gameplay and content of the entire venue, and will be launched on the Taobao homepage and even the big names market. The theme is "Big people plant grass, and the whole nation grows grass."

The access standards for experts have also been upgraded accordingly. First, influence. This year, the invitation will be a KOL with millions of fans on Weibo or Taobao. In addition, it will invite well-known imaging institutions, traditional content producers, people with very professional abilities in various vertical fields, such as food experts, wine tasting experts, and even pet experts, so that merchants in various fields can find cooperation experts in the corresponding fields.

Alibaba V Mission: A cooperation platform between experts and merchants

What can Alibaba V mission do?

Experts on Alibaba V missions will definitely provide three basic services. First, when an expert finds a merchant, he can actively publish investment promotion tasks according to the direction of the content, and then actively contact the merchant to establish cooperation. Second, experts are responsible for the creation and production of content, and can also provide services within the package, combining online and offline resources to plan the marketing of new products and one-in-one package.

What can merchants do in Alibaba V missions?

There are not only four traffic exposure platforms, including Taobao Toutiao, live broadcast, crowd venue, and Weitao. These particularly heavyweight traffic exposure platforms, the content created by experts will cooperate with merchants here, and there is also an event area, so merchants can find suitable experts more easily and are more targeted. In Alibaba V tasks, no matter the shopping guide, posts, lists, or videos, they can be supported.

The above is the complete set of Taobao experts playing on Double Eleven. For more information, please open e-commerce information http://www.shxuanming.net/news/