Analysis of Taobao Affiliate Promotion on Tmall Double 11 in 2020

The annual Tmall Double 11 promotion is coming again. Of course, now it belongs to the Double 11 of the entire consumer industry. Both online and offline will participate in this consumer carnival. During this period, we will receive a bombardment of marketing about this promotion at different times and in different scenarios.

In the past two years, due to the rise of social agent Taoke, Double 11 is equivalent to the Chinese New Year for the majority of Taoke. It is no exaggeration to say that as long as the Double 11 is done well, the income can be equal to 10 months of normal income.

Under normal circumstances, Taobao Alliance holds two conferences every year. This year, due to the impact of the epidemic, the two events were merged and held all day on October 13.

The conference started at 9 am and ended at 7 pm, a total of 10 hours. I participated in both the main venue and the social shopping guide venue. I listened to too much information in a day and my head hurt at night. But I am still very grateful to the alliance for arranging a VIP seat for me, so that I could take pictures and listen to lectures more conveniently.

After attending the conference, I feel that many new entrepreneurial opportunities have emerged. In the next 10 years, Taobao Affiliates will need to upgrade and transform according to changes on both the consumer side and the channel media side. The old Taobao Affiliate shopping guide model will undergo great changes, and we need to keep up with the times.

Okay, enough of the nonsense, let’s get to the point!

1. Overview of the Double 11 Marketing Cycle and Taobao Affiliate Strategies

The gameplay of Double 11 this year is actually basically the same as last year, except that some new gameplay and capabilities have been added. After the alliance conference, many people came to ask me how Taoke should play on Double 11 this year, including many who went to the scene did not understand it very well.

Because the amount of information that day was so huge, my own brain was not enough to handle it. I had a headache after the meeting, so I went to bed early after I came back.

In the past few days, more and more people have asked me questions, especially a large number of new Taobao agents who have participated in the past two years. Some of them are new social agent Taobao agents, and the other part are various Internet people with traffic, live broadcast organizations, Internet celebrities, etc.

No one is too clear about the league's gameplay and settlement rules. To be honest, outsiders are really confused when they first enter. Not only outsiders, but even experienced Taobao agents who have been working for many years are often confused.

So I used the rest time of last weekend plus one working day to sort out the Taobao affiliate gameplay of this Double 11.

There are three main ways to play in this Double 11, namely super red envelopes , daily easter eggs and pre-sales . Among them, daily easter eggs are a new way added this year. Super red envelopes and pre-sales were available last year, including this year's 618, and old Taobao agents are more familiar with them.

Next, I will talk to you about the overall timeline of this Double 11, also known as the marketing calendar.

The total time of Tmall Double 11 in 2020 is 25 days, starting from October 20th and ending on November 13th. 25 days is a large cycle, which is divided into 3 rounds.

• The first round : from 0:00 on October 21 to 24:00 on November 3;
• The second round : from 0:00 on November 4 to 24:00 on November 11, which is also the core period of this Double 11;
• The third round : also called the return period, starts at 0:00 on November 12 and ends at 24:00 on November 13. There will be some tail volume in these few days, but not much.

The "pre-sale" gameplay venue will be online from 12 noon on October 20, and the pre-sale product lists will be online one after another;

The "Super Red Packet" promotion will be launched at 0:00 on October 21;

The entrance to the “Daily Easter Eggs” will be open at 0:00 on October 23.

November 1st to 3rd is the first round of sales period of Double 11. November 11th is the New Year’s Eve of this Double 11. This day is the Chinese New Year, and only the 24 hours of this day are the craziest sales period.

The above is a brief summary of the overall marketing cycle and gameplay. Next, I will go into an in-depth analysis of each gameplay and time point. Please continue reading.

2. Analysis of Super Red Packet Gameplay

1. What exactly is a super red envelope?

The Super Red Packet is a preferential welfare package activity launched by Tmall for consumers during the big promotion period every year. The maximum denomination of cash red packets during the 618 period is 618 yuan, and if it is Double 11, the maximum denomination is 1111 yuan.

There are many benefits of super red envelopes, such as no threshold restrictions on Double 11 consumption deductions , priority tracking capabilities , and first-come, first-served logic . (In order to simplify the name, I will use the abbreviation "Chaohong" below).

This year's "Super Red" has also been optimized throughout the entire chain, from user coverage - recall and activation - write-off and settlement , to comprehensively improve channel revenue. First, a triple locking mechanism was designed from the locking level to make the coverage wider. The specific forms are:

(1) "Double first lock" provides two write-off opportunities to increase revenue;

(2) “Re-locking new income” non-initial red envelopes generate new value;

(3) The “Share and Attract New Customers Lock” strongly incentivizes consumers to multiply their profits by attracting new customers.

It doesn’t matter if you don’t understand these three points. I will explain them in detail later.

In short, for consumers, there is no threshold restriction on the use and quantity of this red envelope.

That is, no matter how much the user purchases, corresponding deductions can be used. A person can obtain multiple "super reds" through password draws, as long as you are lucky enough to win often.

For Taobao promoters, this "super red" has priority tracking capabilities. The order tracking priority of "super red" exceeds that of single product Taobao passwords. Let me give you an example to make it clear.

For example, consumer Xiaohong received a super red envelope sent by Taoke A. During Double 11, Xiaohong copied the Taobao code for a single product promoted by Taoke B in Moments, WeChat groups, and other scenarios, opened Taobao on her mobile phone to shop, and finally used Taoke A's super red envelope for deduction at the time of settlement.

Then the commission for this order will belong to Taoke A, not Taoke B, because the tracking priority of Super Red is higher than that of single product Taokeling.

After reading this, many new Taobao agents must have understood. Many people have been asking before, why my good friend used my Taobao code to buy my single product on Taobao during the big sale, but in the end she did not get the Taobao agent promotion commission.

Therefore, whether it is during the 618 or Double 11 promotion, we will promote the lottery password of this super red envelope anywhere on the entire network. When users copy our red envelope password and open Taobao to receive the cash red envelope, during the subsequent promotion period, as long as the user uses this "super red" to deduct the shopping goods.

Then the Taobao promotion commission corresponding to this product will belong to the "super popular" promoter, and it has nothing to do with whose Taobao password for the single product is used to open Taobao Mobile. You must remember this.

Because in normal times, most Taobao promoters promote single products through Taobao slogans or Taobao gift money, and during big sales, there will be an additional promotional benefit, which is "Super Red".

2. The first-come, first-locked logic of "Super Red"

This is also the point of confusion for most people. A large number of old Taobao users who have been using it for many years still don’t understand it.

First of all, every user can receive an unlimited amount of “Super Red”, but when using it for deduction, a maximum of 10 Super Reds are allowed to be stacked for deduction at one time (no matter it is a single product or multiple products are settled together in the shopping cart), and these 10 “Super Reds” can be issued by different Taobao promoters.

However, the commission for this order will only be settled to the issuer of the red envelope that the user receives first among the 10 red envelopes.

This point is particularly important, the most important point must be written down.

Secondly, when settling accounts, the system will randomly allocate the 10 "super reds" that users will use for deductions, but the commission will only be settled to the issuer of the 10 super reds that the user receives first.

Therefore, it is very important to distribute the coupons to users as soon as possible after the “super hot” event starts, which will also help you gain the upper hand.

Of course, you can still distribute it in the following days, because when using it, 10 "super reds" will be randomly allocated for deduction, and maybe the first one received by the user among those 10 is the one you issued.

Finally, let’s talk about the issues related to the issuance and settlement of “Super Red”. As mentioned at the beginning of the article, this year’s Double 11 will last a total of 25 days.

The first round of promotion is from October 21st to October 31st, during which super red envelopes, daily easter eggs and pre-sales can be promoted. The deposit for pre-sale products will also be paid during these days.

The first round of Double 11 sales began from November 1st to 3rd. During these three days, users can use the super red envelopes received between October 21st and 31st to deduct purchases, and the final payment for pre-sale goods will also be made during these days.

During the second round, the promotion period is from November 4th to November 10th. During this period, super red envelopes, daily easter eggs and pre-sales can also be promoted. The deposit for pre-sale products will also be paid during these days.

Starting at 0:00 on November 11 and ending at 24:00, this is also the core period of Double 11 in 2020. It is a crazy promotion with only 24 hours a year.

On this day, users can use the super red envelopes received between November 4th and 10th to deduct purchases, and the final payment for pre-sale goods will also be made during these days.

3. This year’s new gameplay

This year's Super Red has added a new gameplay, which is "double the first lock".

This has been mentioned before, that is, during the first round of super red promotion period, users were given a "Super Red" in advance that could be used for deduction on the second round of Double 11.

That is, after the "Super Red" event starts at 0:00 on October 21, the user will be given two super red envelopes when he draws "Super Red" for the first time .

One is the "Super Red" that can be used from November 1st to 3rd; the other is the "Super Red" that can be used on November 11th.

This is where the logic of this Super Red is different from the past. The Super Red issued in the first round of the previous cycle can only be used during the first round of sales, and will become invalid after the expiration date.

This is quite interesting, as it will further boost the enthusiasm of all channels to promote “Super Red” crazily starting at 0:00 on October 21st.

After reading this, everyone should understand.

To put it simply, we will promote the super red envelopes crazily after 0:00 on October 21st, and we can also push more super red envelopes on the 22nd and 23rd.

Then, starting from 0:00 on November 4, we will also promote super red envelopes crazily. This round of red envelopes may determine how much money you can make on Double 11 day.

3. Analysis of how to play Easter eggs every day

The "Daily Easter Eggs" activity was not included in previous promotional activities. It is a new gameplay that came out during this year's Double 11. According to the official statement, this gameplay is a multi-scenario marketing tool that can generate multiple benefits at one time and can be used to promote traffic and increase revenue.

This event will be launched after 0:00 on October 23rd and end at 24:00 on November 10th. Users can participate every day and win prize ball draws by completing tasks and betting on "super red", and then wait for the prize draw. In fact, it is a bit similar to our common lottery.

The prize draw will be automatically held at 8:00 every day from 10.24 to 11.11. The specific prizes include "Purchase of physical cross-border brand products worth thousands of yuan for 0 yuan", "Empty shopping cart", "Large amount of no-threshold coupons", and of course the biggest first prize is a 49,999 red envelope. All red envelopes obtained in this gameplay can be used without any threshold.

Of course, the red envelope drawn from the “Daily Easter Eggs” event is not “super red” and does not have the logic of locking people and commissions. It can only be used for shopping deductions. However, if a user clicks on the relevant product and purchases it on this activity page, the promoter can earn commission income.

The composition of this Easter egg prize pool is that Tmall officially invests one million as the original capital, and then combines it with a real-time expansion prize pool plan. The more users participate, the higher the expansion coefficient. How does it expand specifically? It is combined with "super red".

Remember the ability to "re-lock new income" mentioned in the introduction to "Super Red"? This is actually what it is talking about. When the Tmall system detects that there is already a Super Red in the user's account, it will randomly assign two choices to some users during the subsequent "Super Red" lottery. One choice is to continue to obtain "Super Red".

Another option is to choose Easter eggs. In fact, this gameplay is mainly to improve user experience, and of course it can also bring profits. In the past logic, users received a large number of "Super Red", but since only 10 could be used at a time, and the commission was only settled to the promoter who issued the "Super Red" first, this meant that the other 9 "Super Red" issuers promoted in vain.

This year, the "super popular" lottery was launched. Firstly, it can expand the prize pool, and secondly, it can effectively divert users, so Taobao agents can earn profits again.

How does it expand specifically? That is, the user gets a "Super Red" worth 2 yuan. At this time, if he chooses not to receive the Super Red, but chooses to get the Easter egg, then the 2 yuan will enter the "Daily Easter Egg" bonus pool, allowing the bonus pool funds to continue to expand and can be accumulated indefinitely. This is very exciting.

In addition, users who are diverted to the "Everyday Easter Eggs" page can not only participate in the lucky draw to win various surprises, but if the users purchase related products on this page, the corresponding "super popular" promoters can also receive commission income, which is pretty good.

There are several ways for users to participate in the "Daily Easter Egg" to win prize balls, namely:

(1) Users who choose one of the two options in the "Super Red" lottery can win a prize ball;

(2) Users can click on their favorite products on the "Daily Easter Egg" page to win prize balls;

(3) If users share this "Daily Easter Egg" activity with friends to participate, they can also get the corresponding prize ball;

(4) Users who place orders through price comparison channels can receive more bonus balls.

The first three ways to get the bonus ball are easy to understand, but the fourth one is not understood by most people. Hahaha, it doesn’t matter, because we have Lao Hu.

In fact, the users of this price comparison channel refer to users who come from channels such as rebate robots, rebate apps or websites, and social agent shopping guide apps.

Users of these channels can get extra bonus balls if they click on the corresponding products on the "Daily Easter Eggs" page and place an order. Specifically, they can get three bonus balls for each order.

Why can users of these channels get extra bonus ball benefits? The reason is very simple. It's because the alliance has made dynamic commission adjustments to our price comparison channels, so they have enough profits to support users of our channels. To put it bluntly, they have collected so much money, so it's time to bleed a little bit, hahahaha.

4. Pre-sale gameplay analysis

Pre-sale is actually an old strategy, which was used during last year’s Double 11 and this year’s 618. This strategy is actually very powerful. Some experts have made more than 10 million yuan using it. They effectively used the logic of pre-sale to lock in orders in advance, so they successfully earned tens of millions of commission income on the Double 11 promotion day.

The pre-sale method was first introduced during Double 11 last year. I personally think the logic behind this pre-sale is as follows:

(1) You can lock users’ consumption starting from 0:00 on October 21st, because the deposit paid for the popular product will not be refunded if you do not buy it later;

(2) Help merchants arrange inventory in advance. Merchants can know which goods are available for pre-sale and how many items have been pre-ordered, and arrange stocking and logistics in advance.

(3) Pre-divert the traffic starting at 0:00 on November 11. In the past, the traffic peak would be concentrated on Tmall after this time, resulting in high concurrency of the system at the same time. At the same time, Alipay would also be affected by a huge traffic impact. Therefore, pre-sales can be used to divert the traffic in advance and reduce the pressure on the system.

In fact, there is not much to introduce about the pre-sale link. Everyone can basically understand it, but there are two points that need to be explained to you in particular:

1. This Double 11 pre-sale special will also be held in two sessions

The first round of product pre-sales will start at 0:00 on October 21st and end at 24:00 on October 31st. During this period, users who purchase pre-sale products need to pay a deposit in advance, and then they can pay the balance after 0:00 on November 1st. The deadline for paying the balance is 24:00 on November 3rd.

The second round of pre-sales for products will start at 0:00 on November 4 and end at 24:00 on November 10. During this period, users who purchase pre-sale products will also need to pay a deposit in advance, and then pay the balance after 0:00 on November 11. The deadline for paying the balance is 24:00 on November 11.

It should be noted that during the pre-sale period, if the user pays the pre-sale deposit but fails to pay the balance during the official sales period, the previously paid deposit will no longer be refunded. Users must keep this in mind.

In addition, good products will be snapped up and ordered as soon as the pre-sale starts, so everyone should place a deposit for their favorite products as soon as possible after the pre-sale starts, otherwise they may be out of stock later.

2. Pre-sale products enjoy the highest tracking and settlement priority

Many people may have questions when it comes to this, or even be a little confused. Didn’t you say before that super red envelopes have the highest priority for following orders? Why has it become a pre-sale product here?

For pre-sale products, coupons cannot be used when paying the deposit, but coupons, Taobao gift money and super red envelopes can be used as deductions when paying the balance. So the question is, what are the rules for following orders for pre-sales?

At this point, I think it is necessary to popularize the order tracking mechanism of Taobao Alliance. Under normal circumstances without big promotions, Taobao customers can get commissions in two ways:

One is to promote by binding Taobao bonus to a single product. In this case, Taobao bonus has the highest follow-up rules. The specific performance on the user side is to copy the corresponding Taobao password and open Taobao Mobile, which will be a three-in-one page of coupons + Taobao bonus red envelope + products. It can also be a two-in-one page of Taobao bonus red envelope + products, as shown below:

Another way is to promote through Taobao code for single products. In this case, the following order rules are one level lower than Taobao bonus. The specific performance on the user side is that after copying the corresponding Taobao code and opening Taobao Mobile, there is only a two-in-one page of coupons + products, as shown below:

But if in big promotions like Double 11 and 618, super red envelopes, pre-sales, Taobao gift money, and single-product Taobao passwords all exist, what is the priority of this form of follow-up? Here I will take some time to explain it to you.

Pre-sale product promotion > Taobao gift money promotion > Super red envelope promotion > Single product Taobao password

First of all, the promotion of pre-sale products has the highest priority, and should have the highest Taobao gift money. However, in the pre-sale scenario, the user first pays a deposit. Coupons and Taobao gift money cannot be used when paying the deposit, and can only be used when paying the balance.

The Taobao gift money used to pay the final payment of the pre-sale is funded by Taobao officially, so there is no situation where Taobao customers individually pay for the Taobao gift money. At this time, the Taobao gift money is equivalent to an additional red envelope issued by the official, so the tracking priority of this pre-sale payment deposit is the highest.

Everyone must remember to promote the pre-sale event as hard as possible after the pre-sale starts. The promotion of this event can use the Taobao password on the event page and the link on the PC side.

In order to show you how profitable it is to promote pre-sales, I will post a chart of Taobao Alliance’s commission income.

This famous Taobao agent locked in orders in advance by promoting pre-sales last year and earned millions in Taobao agent commissions in one day. (I had to work really hard to get this picture)

Let me give you an example. Xiaohong visited the pre-sale page through Taobao A's link and paid a deposit. When it was time to pay the balance, she accessed the product page through Taobao B's product password and paid the balance.

So should the commission for this order be paid to Taoke A or Taoke B?

The correct answer is that the commission for this order should go to Taoke A.

Because Taoke A has promoted the product during the pre-sale phase and the user has paid a deposit, the order has been locked in advance for Taoke A.

Therefore, when the user pays the balance, there is no commission even if he uses Taobao password of Taobao agent B to open the product and pays the balance.

3. Issues with displaying pre-sale commissions

The commission display problem for pre-sale products is actually not a big problem, but it has been improved this year, so I would like to mention it here.

Last year, many people who promoted pre-sales discovered a problem: why are the commissions for pre-sale products so low, only a few cents?

That’s because last year’s pre-sale product commission was calculated based on the deposit paid by the user multiplied by the product commission ratio, and was not calculated based on the sales price of the entire product multiplied by the commission ratio. It was just that the remaining commission for the balance was settled to the Taokepers when the order was settled.

This year, an improvement was made. When users pay a deposit, Taobao Alliance will calculate the commission based on the full sales price of the product.

Therefore, the commission income from promoting pre-sales this year will be relatively high, but this does not matter to professional Taobao customers.

However, it is more important for team leaders in the social agency scenario. They don’t really understand this area. They just don’t want to promote it after seeing why the commission for pre-sale products is so low. Therefore, the alliance has optimized this area this year.

5. Analysis of other gameplay

Here I will talk about two other ways to play, one is "Tao Mi Ling" and the other is "Super Red Team Horse Racing".

1. Taomi Ling

Tao Mi Ling is actually a "super-red" form of promotion, which is designed to be used in specific scenarios, such as by celebrities, internet celebrities, live broadcast experts, etc. In these scenarios, they can promote super red envelopes through text, video or oral broadcast.

When users search for corresponding keywords on Taobao Mobile, the "Super Red" redemption page will pop up. When users use the "Super Red" shopping discounts they have received, these promoters can obtain corresponding promotion commissions.

Of course, the names and aliases of some stars and celebrities are protected, and it is not feasible for ordinary Taobao agents to exploit this loophole. For example, "Papa Ma", "Viya sends benefits", "Li Jiaqi red envelopes", "Andy Lau red envelopes", etc. cannot be created and used, unless it can be proved that they are the celebrities' own companies or have relevant marketing cooperation.

Everyone just needs to know about the "Tao Mi Ling". Those who meet the requirements can contact the Taobao Alliance storekeeper to generate your own super popular promotion "Tao Mi Ling".

2. Super popular team horse racing

Another gameplay is the "Super Red Team Horse Racing" that Taobao customers use more frequently. The super red envelope distribution horse racing event is an important gameplay that Taobao customers can participate in, and it will continue on Double 11 this year.

There are 6 tracks in this competition, including the Big Media Peak Track, the Mini Program Peak Track, the Expert Peak Track, the Social Shopping Guide Peak Track, the Agent Peak Track, and the Free Track. The free track is for ordinary Taobao customers to form teams and register online to participate in the competition.

The event has two types of rewards: team rewards and independent account rewards. Teams and independent accounts that meet the event requirements during the horse racing stage will have the opportunity to receive rewards.

I won’t elaborate on the specific gameplay in detail, because the time for forming a team is about to end, and ordinary Taobao customers don’t need to care about it. This is the gameplay that big Taobao customers participate in.

There are just two points that I would like to explain here in particular, because I also encountered problems in this area and only found out after careful inquiry.

When forming a team fails, the message "According to the rules, your account cannot create/join a team" appears. What does this mean?

If you encounter this prompt, it means that this account has violated Alibaba's relevant risk control rules. The relevant risk control rules here not only include account points deducted more than 18 points, but also include other anti-cheating and risk control rules. Therefore, you cannot initiate a team or participate in any team. Therefore, this account cannot participate in this year's Double 11 red envelope horse racing event.

Team formation failed and the message "You do not meet the participation requirements of the team and cannot join the team" appears. Why?

The problem is that any account cannot team up with other previously reported accounts. This prompt may have two situations:

One is that your account has been reported before , and the system has identified you as an account of the "Peak Track". The team you applied to join this time is a team of the Free Track, so this prompt appears;

One is that the captain account of the team you joined has been reported , and the system has determined that you are applying to join the "Peak Track" team, so this prompt appears.

Author: Lao Huangdipan

Source: Lao Huang's site