When The Countdown To The Double Eleven Starts, Can Ali Remain The Overlord?

In recent years, the promotion of the "double 11" has always been a strategic battle for e-commerce platforms.

The double 11 in 2020 has entered the countdown, and Alibaba's Taobao and tmall platforms have already begun to carry out strategic layout.

In this year's double 11, Ali set two sales breakout points, which were divided into two waves: "tmall's double 11 preemptive shopping" and "tmall's double 11 global Carnival day".

First of all, the activity will warm up for the first time in late October and break out for the first time from November 1 to 3. This stage focuses on supporting brand-new brands and commodities in the past year. Then, it will warm up for the second time from November 3 to 10 and break out for the second time on November 11. During this period, more unique games and contents will be presented to consumers.

The setting of the two sales periods, to a certain extent, is to extend the promotion time, mainly to seize the market opportunity, and to start the double 11 activities in advance on other platforms. In addition, Ali will feed back part of the data to the merchants after the first wave of sales activities, so that businesses can adjust their strategies at the first time. It's very thoughtful.

In the preparation of this year's double 11, live with goods will also become a competitive highlight. This double 11, Taobao vigorously invested in the field of live broadcasting. Although other e-commerce platforms are also laying out this field, Taobao is still one of the leaders.

Xinchuan, head of the MCN of Taobao live broadcast, said recently that the commercial live broadcast will become the new outbreak point of this year's double 11. Taobao live will launch an official product pool to build a fast communication bridge between the anchor and the goods. In addition, during the period of tmall 618, "Taobao live broadcast" star train will also "depart" again, and hundreds of stars will enter the live room to interact with the goods.

It can be seen that the live broadcast is the most important play of Taobao in the layout of this year's double 11.

In addition, compared with other platforms, Alibaba's vision is not limited to consumers and the platform itself. While providing more services and concessions for consumers, tmall began to support businesses.

In July this year, tmall announced to open a new brand growth plan; in early September, President Jiang Fan of tmall Taobao announced that the new brand has become one of the core strategies of tmall. Tmall will launch star making plan and luminous body plan to create 1000 new brands with a year-on-year growth rate of 100% in double-11. Then, Alibaba's first official certification of "double 11 investment guide" came out, guiding brands and businesses to prepare for the double 11 marketing.

On the double 11 stage with consumers as the leading role, Ali saw small and medium-sized businesses, including small and medium-sized enterprises suffering from the epidemic situation, and some entity businesses that were overtaken by e-commerce platforms.

On the one hand, they have great market potential, which may bring immeasurable economic value to the creation and support of new brands; on the other hand, tmall adheres to Alibaba's corporate philosophy of taking social responsibility as its mission, and has the height that many commercial platforms do not have.

It has to be said that this layout has given Ali more confidence.

Taobao and tmall have unique platform advantages, perfect logistics and payment services, and powerful Ali as the backstage. However, in the competitive e-commerce industry, it is still unable to hold a dominant position, and the rising stars have repeatedly challenged them. Ali is also very cautious about this and keeps trying new directions.

In addition to the sales strategy, Taobao also updated and upgraded the page before October 1, and launched the information flow function "micro details" for personalized recommendation; in the Taobao applet, Alibaba upgraded the operation channel, return visit entrance, enterprise workbench and advertising delivery; In addition, the self-service function of tmall test, as well as the products such as "remaining" on the mobile terminal, will also be officially launched in the future.

As for the e-commerce platform as a consumption channel, rather than the starting point of consumer behavior, Ali has also noticed and is constantly improving.

The war on the double 11 has been on fire. It is hard to predict whether Taobao and tmall will be able to maintain their long-term status in the fierce competition among many platforms. But to be sure, their future is not limited to this game.