120.7 billion! How did Alibaba’s operations experts perform during the 2016 Tmall Double 11 event?

In general, the quality of content on Double Eleven 2016 has undoubtedly improved compared to last year, but apart from live streaming , there are not many new additions to the overall content operation strategy.

In 2015, Tmall ’s “Double 11” transaction volume exceeded 1 billion yuan in 1 minute and 12 seconds. This year, it exceeded 1 billion in just 52 seconds and has been growing rapidly ever since.

50 billion yuan in 2 hours, 51.7 billion yuan in 7 hours; over 62.6 billion yuan in 10 hours, over 82.4 billion yuan in 12 hours, over 91.2 billion yuan in 15 hours, over 100 billion yuan in 17 hours, over 111.1 billion yuan in 22 hours, and 120.7 billion yuan was the final transaction volume.

Alibaba’s Double Eleven was so lively that many singles forgot that yesterday was their holiday. Now it has become an industry. The high-profile promotion of Double Eleven is simply textbook-level in both the e-commerce and traditional retail fields. It is difficult to replicate if we break it down, and it is difficult to explain it with operational ideas.

This year is the eighth Double Eleven held by Alibaba. From the early launch warm-up, the Super Brand Day and the various mind-blowing red envelope marketing tactics during the process, to the global carnival on the 11th, it makes people feel like a life blockbuster filmed on schedule under the arrangement of a senior director.

Although it is difficult to replicate in texture and technology, there are still some references to the shooting routines in certain directions. For example, in content operation, the biggest innovation of Alibaba's Double Eleven this year compared to last year is the organization of nearly 10,000 live broadcasts.

From October 21 to November 11, the total number of official live broadcasts and live broadcasts by merchants and celebrities exceeded 60,000. More than 600 international brands participated in the official live broadcast, including more than 100 entertainment stars such as Yang Yang, Yang Mi, and Zhang Yixing, 50 sports stars and 300 internet celebrities who interacted with consumers during the live broadcast. (This paragraph is excerpted from @316-Zhang Li from the operation agency)

Frankly speaking, I have never been optimistic about live streaming in terms of traffic acquisition. Because most live broadcasts consume traffic for products. Users will not play your product just because you have the live broadcast function, unless the person doing the live broadcast on the product is a KOL, celebrity, or internet celebrity who has his or her own fans.

So at this point we have to talk about the awesomeness of Tmall’s content operations. They have brought together celebrities from all over the world to do live broadcasts on the Tmall platform without spending a lot of money. How is this done specifically? From what I heard from the grapevine, if brands want to get good traffic resources on Double Eleven, they have to invite their own product spokespersons to do a live broadcast here. (This is a good thing that Alibaba has done . Isn’t it smart?)

After Alibaba Operations solved the problem of the live broadcast content module, it began to address the issue of live broadcast traffic conversion. Live streaming is not new to Alibaba's operations. There was a special Taobao live streaming section before. The technology combining live streaming with stores and coupons is very complete. You can watch live product information, grab coupons, and ask the host questions about the products during the live broadcast. Product display is not just simple pictures and texts but has a richer way.

In general, the content quality of this year's Double Eleven has undoubtedly reached a higher level than last year, but apart from live streaming, there are not many new additions to the overall strategy. In order to catch up with the hot spots and with tight schedule, my analysis of this year's regular content operation strategy for Double Eleven is to directly take out the analysis of last year's Double Eleven. You can follow the ideas mentioned in the article to find some corresponding cases this year.

Without further ado, scroll down and learn about Tmall’s content operations.

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What does Tmall content operation do?

In a broad sense, content operation refers to increasing the content value of products to users by creating, editing, organizing and presenting website content.

Based on this definition, Tmall's content operations are mainly responsible for managing product information, including pictures, names, prices, discount information, descriptions and other information, and creating Tmall's Double Eleven shopping pages to provide "shopping spree" services for girls around the world.

but!

If I were to introduce Tmall’s content operations in this way, I would probably be torn apart by them. Because this is a bit like rudely introducing e-commerce majors as opening a Taobao store, or describing geology majors as coal miners.

With this respect for Tmall’s content operations and responsibility to my peers, I went to its official recruitment website to find the key to unlock the correct posture for Tmall operations . ( ps, the simplest and most brutal way to understand the work content of a company is to browse its recruitment website )

Entering “content operation Tmall” in the search box, I found a post for a senior content operation position at Tmall International published on September 17. Compared with the operation introductions of the flagship stores of merchants that have settled in Tmall found through Baidu search, the job introductions on the official recruitment website can objectively explain the content operation work of Tmall.

Last year's "Double Eleven" was promoted as a "Global Carnival", effectively covering consumers in more than 200 countries and regions. In order to realize the grand strategy of "buying globally, selling globally", Tmall Global has become Alibaba's key focus this year. All its actions, including content operations, should best represent the strength of Tmall Double Eleven this year.

Therefore, combining the job description of Tmall International content operation with my own content industry experience, I summarized the correct posture of Tmall content operation into the following model:

1) Responsible for content shopping guide operations, including Taobao experts, professional media organizations, and professional writers;

2) Build a mechanism for mining and discovering products and merchants;

3) Output high-quality content, perhaps through external business or brand collaboration;

4) Innovative packaging methods and sensitivity to new wireless gameplay;

5) Be familiar with communication methods and reach users through multiple channels.

How they make you buy step by step

After finding out the working direction of Tmall’s content operations, take a look at what contributions they have made to this marketing aircraft carrier during Double Eleven.

Step 1: Explore the 60 million products and merchants participating in Double Eleven.

In 2015, Taobao and Tmall held a total of 32 venues for the Double 11 event: 1 main venue, 31 sub-venues (including 12 special venues), 25 external promotion venues and a separate Taoke venue, covering 60 million product information.

The high-end Tmall content operation, in addition to the recruitment description that Taobao experts, professional media organizations, and professional writers can be used to mine merchant and product content, should also use the following two mining tools . Don’t ask me why I know, I won’t tell you that there is a good article online called "Before leaving, she gave away all the practical information about Alibaba operations."

1) Sellers Cloud Map. It can intuitively show the relative situation of sellers at all levels in various key indicators. You can also re-screen and configure these indicators, use and or or relationships to establish your own seller stratification, and help you select merchants that meet the Double Eleven requirements.

2) Data Cube. You can use this to conduct brand analysis to understand brand best-selling rankings, and to conduct product analysis to understand product best-selling rankings.

If this work is done on community products, we call it content mining.

There are three methods I have used for content mining. The first is purely manual, which can be done by user volunteers; the second is purely machine, which requires determining the measurement dimensions (comments? Likes? Views?) in the early stage and coordinating machine learning with technology during the process. In the later stage, manually score the content output by the system to improve the machine learning model; the third is to cooperate with third-party content organizations and introduce their content.

Step 2: Organize 60 million brand product information worldwide

Organizing information on 60 million products and selectively presenting the best products in the form of special topics is a huge project, but organizing and presenting large-scale product information should be an easy task for Tmall content operations, which has been baptized by Double Eleven six times. (You may think that the special page for Double Eleven is a bit fancy, after all, it is inevitable that there is too much information)

How do they do it?

The 60 million commodity information is divided into 23 venues according to commodity attributes, and each venue uses corresponding entry methods to organize high-quality commodities. Taking Weijing TV as an example, it was assigned to the home appliance venue, which was secondary classified into dimensions such as must-buy, super discount, washing machines, air conditioners, refrigerators, etc.

Of the 23 venues, except for Tmall Global, the other 22 basically adopt a product presentation logic similar to that of the home appliance venue. As the protagonist of Double Eleven in 2015, "Tmall Global" naturally has the most distinctive way of presenting goods at the venue, including product classification based on the crowd, product recommendations based on efficacy, and product rankings based on sales.

(Product classification based on population)

Step 3: Diverse content packaging

After completing the sorting and organization of the content, content operations need to try as many means as possible to package the content. This is why Tmall Global’s senior content operations experts need to be sensitive to wireless new ways of playing and be keen to explore new things and new ways of playing.

Let’s take stock of Tmall’s advanced content packaging methods other than the special pages. Hang on to your seats, friends!

1) Hand-drawn. Tmall recommended a special country theme every day from October 21 to October 31, covering the food, drink and entertainment of various countries and regions, and at the end of the day, it made a hand-painted version of the "Double 11 Global Research Institute, Incomplete Research Report" with the special products of 11 countries.

2) Cool gif poster. Not only is the picture beautiful, but the content management ideas used to create it are also quite amazing.

3) Display H5. Tmall and VOGUE have collaborated across borders, bringing together fashion influencers to personally reveal dressing tips and take everyone shopping for shoes, bags, and clothes. Buy, buy, buy!

4) Electronic promotional list. The operation team organized the discount information and purchase chain of the Double Eleven hot-selling products into a promotional brochure to facilitate everyone's shopping.

…..(may be missing, welcome to add)

The above-mentioned content packaging methods are used by every e-commerce company when conducting big promotions. The most talked-about topic this year is the keyword easter eggs played by Tmall. I have tried all the Easter egg words such as "mobile phone film, refrigerator, soap, massage chair, snow boots, suitcase, windbreaker", and everyone can feel the magic of Tmall.

Reach you and make you buy

Now that the content has been mined, organized and packaged, can we start spreading it?

Nonono!

It is also necessary to check whether the key path data statistics of each page have been completed, monitor the traffic of each module of the page, and make real-time adjustments to the topic content based on data analysis .