2022 Taobao Live 618 Event Guide!

618 is approaching, and various platforms have begun to release relevant rules and content. Taobao 2022 live broadcast 618 event general post is here! Collect it now!

2022 618 Live Core Incremental Strategy

1. Increase in the number of customers - attracting new customers

Live broadcast for nearly 1 month, 0 live broadcast users (including new customers): targeted delivery to the right-holders, link brand/anchor new conversion (collection gift); member challenge

2. Product growth – expanding product categories

New products/trend categories/featured categories, increase the efficiency of content organization of categories in the live broadcast domain: industry and category highlights theme day; phased product highlights distribution and increase; new product betting strategy and promotion support; Diantao short video promotion

Gameplay increment - strong physical sense

The first equity investment promotion link, exclusive rights and interests of the live broadcast room: live broadcast exclusive coupons; red envelope rain at the hour

Live broadcast 618 overall rhythm

618 Pre-sale Promotion Conference

The pre-sale site creates a high point for pre-sale content planting, and locks in users returning to the platform at 8 o'clock on the first night of the pre-sale.

1. 5.21-5.25 will buy CP fancy planting / 5.26 water storage event (celebrity planting group)

(1) Theme: The anchor’s live broadcast room will buy CPs and promote various products

(2) How to play: ① Anchor’s live broadcast room: Senior waiter experts will be guests in the anchor’s live broadcast room to preheat the 618 pre-sale list of goods and distribute millions of red envelopes as rewards. ②5.26 will be a big buying event: the celebrity recommendation group will visit the anchor’s live broadcast room to distribute 5.27 exclusive red envelopes for pre-sale.

(3) Product supply: The official pre-sale product pool is divided into categories and enters the corresponding anchor’s live broadcast room for preheating and seeding.

(4) Content highlights: Daily special sessions generate pre-sale recommendation lists for anchor experts and spread outside the site; users of new media platforms complete mutual clicks on characters and accumulate points to win pre-sale wish lists; content from interactions between waiters, anchors, and celebrities ferments and goes viral.

2. 5.27 "Super Pre-sale Ceremony" starts pre-sale

(1) Theme: 618 pre-sale "Official Buying Team" officially debuted in the official live broadcast room

(2) How to play: ①Official live broadcast room: Yi Yang Qianxi’s virtual image will drop in to join the online PK with the expert help team. ② Anchor’s live broadcast room: Super pre-sale special event will give a large red packet of 100 yuan to each person who brings goods. ③Merchant’s live broadcast room: additional benefits when celebrities/presidents attend.

(3) Product supply: official pre-sale product pool; merchant pre-sale products

(4) Highlights of the content: On-site evaluation by experts and distribution of product benefits; virtual image of Yi Yang Qianxi airborne to build momentum for the official expert group; brand expert help groups gather at the grand ceremony to support the pre-sale of the big promotion.

618 Category Day · Daily Discovery Theme

We promote new super official 1+N formats + store broadcast main categories every day.

1. Participating categories: high-volume transaction categories + high-potential growth categories + new trend combinations

2. Live broadcast personality: 1 top anchor + N featured experts every day

3. Category stratification strategy:

(1) New categories - New categories (future trends) - personalized presentation at the venue + public domain + short video promotion

(2) High-potential categories - growth (trend track) - personalized presentation at the venue + public domain + short video promotion

(3) Explosive categories - basic market (explosiveness + transaction potential) - personalized presentation at the venue

Live broadcast 618 new customer base expansion

Targeted screening of brands and anchors’ first-time users, and design of the human rights conversion link for the first time.

1. Equity supply investment promotion - tiered band investment promotion: according to the big promotion band, introduce people to convert high-quality equity supply

2. Off-site media placement - communication of people's rights and interests: Linking the live broadcast media matrix, transparent communication of people's rights and interests outside the site, triggering the attention of the whole network

3. Co-construction of crowd reach - Co-construction of drainage channels: Create a crowd package for live broadcast to attract new customers, and enable anchors to attract traffic through commercial channels

4. Front-end link distribution - front-end targeted support: Taobao public domain channel transparent support, live broadcast new field + public domain targeted support.

Live broadcast 618 layered product application strategy

Prepare highlights in advance and distribute them across the board - refined operations of the 618 live broadcast include hanging tiered products in the live broadcast room in advance, with pre-placed short videos, DianTao interactions, highlight recommendations, highlight tasks, and across-the-board distribution.

1. Account incentives: From May 18th to June 20th, accounts with a listing rate of no less than 80% for 618 event products in various industries and above and that have completed the product highlight tasks will receive live broadcast public domain distribution of band-based and layered products + participate in the live broadcast of the 618 pre-sale warm-up period/category day/carnival day live broadcast venue exclusive floor personalized exposure.

2. Exposure: Pre-sale warm-up period - the super hot product list and the 618 pre-purchase list are exposed through multiple channels outside the site.

Investment Rules

1. 618 Live Exclusive Coupon Recruitment Rules

The registration entrance is opened according to the discount intensity, and the platform controls the benefits intensity and quantity requirements, and unified distribution is carried out after registration.

2. Live broadcast 618 live broadcast red envelope investment rules

(1) Red envelope investment targets: all merchants and anchors who meet the basic requirements and rules of the symbols

(2) Red envelope investment promotion time: 0:00 on May 18 to 24:00 on June 19

(3) Red envelope public disclosure time: June 4th to June 20th, every hour

(4) Registration Notice: The activity period supports red envelope T+1 registration

(5) Red envelope collection and use: immediately after T+3 days

3. Live broadcast 618 live broadcast rights recruitment and placement rights link

(1) Business Registration: PC console reveals official activities

(2) Public and private domain disclosure: Exclusive coupons: broadcast > immediate disclosure of rights and interests, which can be collected and used at the hour; Red envelope rain: broadcast > rights and interests are disclosed 30 minutes before the hour, which can be collected and used at the hour.

(3) User acceptance: Exclusive coupons: first barrage + live broadcast room baby pocket reveal; red envelope rain: red envelope rain pop-up screen to remind the start time.

Crowd Operation-Popular Activities TAB

The popular operating sites will reach their full capacity limit on May 24, and TAB exposure is expected to exceed one million. Provide personalized and operational marketing platforms, fix long-term operational mindsets for different groups of people, and serve as an operational field for content super-contracting.

Pre-sale can be purchased, and batch deposit payment is supported

Desktop Widgets

In order to provide users with an incentive to continue visiting, new lottery benefits have been announced. The live broadcast venue traffic leverages merchants and anchors to configure group draws, and displays them on the desktop widget, guiding users to participate in the draw return visits through the desktop widget, and establishing a stable private domain return visit scenario through the widget.

2022 Live 618 Brand Marketing IP

Comprehensive upgrade and multi-scenario link upgrade. Achieve full-link, multi-scenario growth with brands.

2022 Live 618 Promotion Rhythm

Online presentation period: May 6th - May 12th

Included sections: 618 overall rhythm, product tools, data analysis, traffic activities, key points of rules, industry/theme gameplay, third-party marketing gameplay (Alimama, shopping, etc.)