Review of the 2017 Double 11 event operation routines, have you been fooled?

In 2017, the transaction volume on Double 11 reached 168.2 billion, another year-on-year increase of 39%!

The Double 11 event was very popular this year, and the scene was quite spectacular, with loud gongs and drums, blasting firecrackers, waving red flags, and huge crowds of people... Friends who needed to shop did so, and those who needed to sell their kidneys did so, without any ambiguity~!

Of course, I, the "big-eyed girl", am no exception. I was trapped in the routine of Double 11 activities and couldn't extricate myself. Alas, routines have always won people's hearts since ancient times. but! This year I decided to do something different, which is to try to analyze the event operation routines of this year's Double 11.

Any activity needs to focus on the future. A three-foot-thick ice does not form overnight, and Tmall’s 100 billion yuan in sales did not come overnight either[1]. This article will analyze this event from the following three parts.

1. Activity warm-up

1.1 Warm-up date

From the above figure, we can see that the dates of Baidu search index rising trend are:

A: 10.18-10.20 (Tmall changed its logo to the one with the Double 11 logo on the 19th)

B: 10.27

Other time points: 11.1/ 11.3/ 11.6/ 11.9

From this, we can see that the Double 11 activities have been preheating almost since October 18th, with the main forms including online topic preheating + Torch red envelope activities on October 19th + deposit inflation activities on October 20th, etc.

1.2 Channels for event exposure: online precise delivery + offline massive delivery

Online: Weibo, WeChat , Taobao , Tmall, Moments , mobile H5, SEM , DSP , major portals (Everyone is a Product Manager , NetEase Cloud Music ’s opening screen and carousel banner...).

Offline: poster advertising in subways, shopping malls, etc.

2. How to play the activity

2.1 Double attracting rules inside and outside the site and online and offline marketing interactions:

This year's Double 11 online activities include red envelopes, deposit inflation, allowances and other activities. Among them, red envelopes are the main method. This year, we added the new methods of Torch Red Packet and Group Battle Team Red Packet, with the aim of forming a dual communication system both inside and outside of Taobao. For example, the Torch Red Packet method is mainly responsible for the participation of off-site communication such as WeChat:

1. Open the Taobao app - click on the torch icon on the main page - "You are the ...th Double 11 torchbearer" will appear - receive the torch red envelope and share 250 million yuan/return to the Double 11 main venue - share the QR code - spread it to WeChat friends/friend circles to help light up the torch red envelope - the person who lights up the torch will receive the red envelope - continue to spread...
2. Light up the torch red envelopes among major brands.

Image source: Hugo.com

The gameplay of the group team involves the Taobao users' naughty value, etc., and can be regarded as responsible for active users on the site. The gameplay is: "Create a Double 11 Team" in the personal center - pull people through Alipay , Taobao, WeChat, QQ, etc., and collect the target naughty value to unlock a red envelope of a certain amount.

The O2O activities mainly involve the VR red envelopes obtained in the Taobao APP cat-catching game : as long as you open the cat-catching game in the shopping mall mentioned by Taobao, you may get a cash red envelope.

In addition, the Double 11 cards obtained can also be combined with cards from fixed stores to redeem gifts in stores (for example, Double 11 card + Pizza Hut restaurant card = collect a pizza), forming online and offline joint marketing.

2.2 Activity Schedule

As can be seen from the figure below, starting from October 19, the Double 11 event time will have a slight overlap and inclusion of 5-7 days, and the purpose of the event is mainly to utilize user dissemination in the early stage . After November 7, the activities overlap closely, with new and old activities alternating or overlapping almost every day. The purpose of the activities is mainly to promote consumption in the later period . This allows for better transitions between activities and keeps the activity lively.

2.3 Interaction between content and event marketing

During Double 11, there will also be Double 11 articles on Weitao, Taobao Headlines and other interfaces in the Taobao app, including introductions to Double 11 events, product promotions from participating stores, and other content, leading to the event. On the day of Double 11, there was an article doing topic marketing (content) titled “Double 11 will exceed XXX billion”. The combination of the two leads to better results.

3. End of the activity

3.1 Closing activities

1) Feedback Gift Pack

2) Double 11 song brainwashing

3) VIP card discounts and food discount coupons from Fliggy, Youku, Xiami , Koubei, etc.

4) Jointly organize a customized theme song event with Xiami, and draw a 1,111 yuan red envelope

5) Double 11 data release: posters recalling Double 11 performance, portraits of shopping groups (ideal lifestyles in different regions, etc.), Double 11 performance recalls on personal homepages, etc.

Personal homepage: user’s Double 11 performance, shopping tags, etc.

Event homepage: overall shopping data statistics and analysis of Double 11.

6) Double 11 survey on Taobao’s headlines homepage (voting questions such as “Are you still adding items to your shopping cart? Did you win a surprise red envelope? Do you hope to receive another red envelope?”)

3.2 Finishing Effect

At 00:00 on November 12, the Double 11 shopping data was already released in the Taobao APP. It not only provides personalized services (personal shopping tags), but also creates topics for users to talk about (overall consumption level and taste), helping to achieve secondary publicity for Double 11.

4. Summary

In general, the operating sequence of the Double 11 event in 2017 was: event and brand promotion - platform traffic - active users - traffic conversion - secondary dissemination.

Compared with the Double 11 in 2016, this year’s Double 11 live broadcast activities such as IP diversion + VR red envelopes + prepaid inflation + cross-store coupons are still retained and continued.

Due to the trend of social , personalization, membership and O2O in e-commerce in 2017, this year's Double 11 added the activities of Torch Red Packet traffic from WeChat (social e-commerce) + data release (personalization, creating topics) + "Naughty Value" team red packets (membership system) + online card collection and offline product redemption (O2O), making the whole event more fulfilling, interesting and attractive.

Big Eyed Girl believes that this event had a tight schedule, diverse gameplay, and a good balance between tension and relaxation, and successfully achieved traffic conversion. But I feel that there is one shortcoming: the two sides of “more”. Although a variety of activities can attract different people, it can also be confusing. In addition, some activities have too many entrances and complicated rules, which can make it difficult for people to get into the shopping state right away.

OK~ the summary is over, thank you for reading, and everyone is welcome to correct me!