“Double 11” war has begun. What new tricks will Alibaba use to empty your wallet?

On October 20, the "2018 Double 11 Global Carnival" officially kicked off!

The interfaces of Taobao and Tmall have already been completely renewed, ready to welcome all the "shopping addicts".

Last night, Tmall held a press conference for the "2018 Double 11 Global Carnival" in Beijing.

Alibaba Group CEO Daniel Zhang said at the press conference:

In 2009, Alibaba launched the first year of “ Double Eleven ”, with a transaction volume of 52 million. Last year, transaction volume soared to 168.2 billion. This year marks the tenth year of “Double 11”. What new tricks does Alibaba have? Are you ready?

01 What is the process of “Double 11” this year?

This year, Tmall prepared the "Double 11 Action Calendar" early, arranging everyone's shopping schedule from October 20 to November 12, a total of 24 days.

From this calendar alone, we can see that the core gameplay of this year's "Double 11" is still shopping allowances, shopping coupons, and red envelopes, interspersed with some other activities, such as activities in Alibaba apps and offline scenarios, and Xianyu recycling benefits.

Because last year's "deposit inflation" and other gameplay were overly complicated, many "shopping addicts" scratched their heads and struggled for most of the time, and the shopping experience was somewhat unpleasant.

So this year, Tmall's "Double 11" learned from last year's lessons and not only made the gameplay simpler, but also specially released an introduction to the gameplay.

At first glance, it seems that Tmall operators have worked hard to make the majority of "shopping addicts" happy shopping.

In fact, such an operation is of great benefit to Tmall: it stimulates everyone to enter a state of preparation in advance, and spend nearly a month willingly consuming more and contributing more traffic in Alibaba apps and offline scenarios.

02 What are the highlights of this year’s gameplay?

Simple gameplay can indeed attract more consumers to participate in shopping. But Tmall is not satisfied after all, and has made other preparations. Compared with last year, this year's gameplay has been upgraded and the temptation has been reached to a higher level.

1) Partner

The first is the partner gameplay, which is actually an upgraded version of the “Torch Red Packet” on Double Eleven last year.

Left last year right this year

Why upgrade? We look at this from two aspects:

Anyone with a discerning eye can see from the first upgrade point that the total amount to be divided up this year is four times that of last year! The bonus pool directly increased to 1 billion. Perhaps it is because this year marks the "10th anniversary" of Double Eleven, so Alibaba is bleeding money?

The second upgrade point is also the most core gameplay upgrade.

What is partnership play? The simple explanation is that we gain energy by completing some rules set by Taobao, and eventually the energy can be exchanged for red envelopes (100 energy for 1 yuan).

So the question is, what rules do I need to follow to gain energy?

Partners, partners, the meaning is very clear, you need to form a team (you can invite relatives and friends).

Letting you form a team is certainly not Taobao’s core intention; what it really wants is for teams to compete against each other.

Last year, we simply sent red envelopes to friends and invited them to help us light up the red envelopes. Compared to last year, the first gameplay upgrade for partners this year is stronger social attributes.

So what should I do if I don’t want to play games because I might be labeled as a freeloader? It doesn’t matter, Taobao gives you a second choice (which still illustrates the word “partner” very well).

Some time ago, Taobao joined hands with its sister apps such as Xiami and Ele.me to launch Taobao 88VIP, which took care of our food, drink, and entertainment.

This Double Eleven, Taobao is even more powerful, and has joined forces with more products under Alibaba, such as Taoxianda, Hema, and RT-Mart, and has brought in all its own brothers.

Of course, the Taobao partners mentioned above are online. In order to provide consumers with more ways to obtain energy, he has also recruited some offline partners, such as Suning.com .

Online + offline, it may be difficult for us consumers to escape the big net laid by Alibaba.

2) Fan Economy

This year's Taobao Double Eleven strengthened the layout of fan economy.

First, when we open the "Double Eleven" logo on the left side of the Taobao menu bar, a report will appear.

There are several key elements in the report, such as the first order I placed in 2015 was a pair of shoes.

Here comes the point. At this time, a star will appear and say that he wants to grab this product with me. Suddenly I feel like I have a very good taste. Even big stars are competing with me for it.

Ps: Everyone will meet different stars

Thousands of people, thousands of faces, contact different stars

Next, let’s talk about the second layout of fan economy.

Before we talk about it, let’s take an example. Your idol recommends a product to you, will you buy it?

As for me, I would definitely buy it. Yang Yang previously endorsed a brand. The editor, who almost never buys lipsticks and only buys them when they are out of use, actually bought several at once, just to increase the sales of the lipstick endorsed by her idol.

Tmall and Taobao naturally know the influence of idols on us, and this year Tmall launched a "Tmall Double 11 Global Fashion Festival". Invite various popular stars to join in the promotion, such as Li Yuchun and Xi Mengyao.

In addition to recommending good products, celebrities will also participate in the Tmall Double Eleven Fashion Festival on October 20 to support it (including celebrities with high commercial value such as Yi Yang Qianxi, Zhang Yixing, Li Yuchun, Tian Fuzhen, Shawn Yue, etc.).

03 Conclusion

Tmall’s preparations for Double Eleven this year can be said to be very thorough.

Due to the losses suffered last year, the rules of the game have been simplified this year, so participants can finally save some brain cells.

At the same time, it has also upgraded some gameplays, strengthened the layout of fan economy, enhanced social attributes (team PK), and released more blood (sharing 1 billion red envelopes).

And it combines online and offline with the intention of creating a powerful "spider web".

In short, Tmall’s purpose is clear, as it is well prepared. It wants to tempt us to contribute more time and money by bleeding more blood.

And these temptations are indeed very attractive, so is your wallet ready to "resist" Double Eleven?

Source: Routine Editorial Department