Text/Sun Yingying
Editor/Wang Fangjie
HD Last year on Double 11, my colleague told a story about buying wine on the official account, at a domestic boutique wine store on Tmall.
Many friends advised her to restrain herself after seeing the article. This kind of worry is correct. Now, people seem to be increasingly susceptible to dopamine deficiency and easily rely on external substances.
In fact, in the past year, she has quit drinking more than five times. The closest one to success was around March. Because the Tmall store was in Shanghai, it was impossible to ship the goods, which caused her to not be able to buy it for a long time, but she was also picky and looked for it on other platforms, but she couldn't find a similar store.
However, before her alcohol quit plan had time to succeed, Shanghai relaxed, so she continued to buy it, and this year's Double 11 is no exception.
is strange. For several years, these new brand entrepreneurs, whether they are wine, coffee, or desserts, let’s call them new businessmen. The large army is still stationed on Tmall . Even one of my beautiful girlfriends started making original skin care products last year and chose Tmall.
people have become one of more than 10 million merchants on Taobao and Tmall. They don’t seem to be worried about being overwhelmed by the huge base, because they still have to talk about the business atmosphere when doing business.
In fact, today, with the evolution of the entire consumer ecosystem, more and more roles are participating in Internet business and becoming new businessmen, and one of the considerable groups are e-commerce anchors.
This year, a very interesting phenomenon is that like those new brand entrepreneurs, the anchors went around and finally everyone chose to come to Taobao.
1 October, 5 pm is the broadcast time of the live broadcast room of Li Jiaqi and Liu Genghong wife ViVi; at 7 o'clock, in the live broadcast room of Luo Yonghao , Li Dan also became a guest guest. In the hot discussion of talk show conference 5, Li Dan's arrival undoubtedly became a traffic addition effect; at 7:30, As the leader in Oriental's selection, Yu Minhong also started broadcasting in the Taobao live broadcast room of New Oriental Xuncheng Education...
"This year's Tmall Double 11 is the most diverse Double 11 with the richest and most diverse roles in the whole society." Chuxue, president of the Tmall Industry Development and Operation Center of Alibaba Taobao, said. This sentence is indeed the most accurate summary of the moment.
cannot be denied. In the past few years, the entire e-commerce industry has actually experienced many new changes. Many emerging e-commerce platforms are rising rapidly, bringing many new concepts. They are generally sprouted in the traffic era and grew up in the worship of scale where GMV is greater than everything. It is really fascinating.
Some problems are really easy to make people lose themselves. Can .1 million plus represent the success of marketing? Is sales the gold standard for doing business well? Among the three elements of retail, does the people and goods yard only occupy one end, or does it require an effective match between the three?
Gradually, many people had answers, and the noise began to calm down. Everyone began to pay attention to costs, calculate profit , attach importance to repurchase, realize the necessity of long-term operations, and then the businessman re-conversed the business.
01
At 5 pm on October 31, a Taobao live broadcast room called "ViVi Fat Oil Kick" appeared in the public domain stream of Taobao Live . The anchor of the live broadcast room was Liu Genghong's wife ViVi himself and the training team.
and according to the arrangement, Liu Genghong will also come to the Taobao live broadcast room on November 9 to broadcast live with ViVi.
This is obviously not as simple as cross-platform live broadcast by top anchors. More importantly, with the launch of ViVi on Taobao, their personal brand VIVICYCLE also met with consumers for the first time here.
According to observations, the VIVICYCLE flagship store has launched nearly 20 products, mainly focusing on sportswear, which is consistent with the personality they have established on other platforms.
In other words, on the Taobao and Tmall platform, Liu Genghong and his wife are not just the role of live broadcast experts, but more importantly, this is the landing point for their brand entrepreneurship.
"This is a new attempt and long-term plan for personal career development." Liu Genghong said. The sentence
is very familiar, because just a few days ago, New Oriental also said this - "Doing educational live broadcast on Taobao is a long-term plan with clear goals in New Oriental."
It seems that the word "long-term" has become a keyword in various business stories today. For big Vs like Liu Genghong and Yu Minhong, even if they have already incubated IPs on other platforms, when the business chain goes to the core, they still have to choose a mature field to operate.
This maturity not only means there is a huge traffic pool. With the peak of China's Internet scale, users among major leading platforms have shown high overlap, so Internet business has entered the era of "traffic" from "traffic" to "retention". As a businessman, of course, he will pay more attention to the maturity of the entire business system, because the more mature the business system is, the more it can provide sufficient support for long-term operations.
So, in the past year, nearly 1 million "00" merchants have entered Taobao, and this year is their first Double 11. In the past period of time, this group of young entrepreneurs have created more than 2,100 new leaf categories on Taobao and Tmall, including 100 new tracks with annual transaction volume exceeding 100 million yuan.
In fact, these entrepreneurs grew up in the Internet world and are also the people who are at the forefront of the traffic era. They are used to short video language. From another perspective, they are also the first group of customers captured by content.
But when they started their business, they chose the e-commerce platform that has been around since the PC era. But such a choice is not surprising. Wherever the consumer mind is, consumption happens.
On October 25, the internationally renowned consulting agency Bain released the "2022 "Double 11": Improving loyalty is more important than breaking the trillion mark", saying that consumer loyalty can bring long-term value to merchants than trillion GMV, and Alibaba and its Tmall Double 11 have become the industry leader because of their successful establishment of consumer loyalty.
Of course, this conclusion is supported by data.
As of the 12 months ending June 30, 2022, 98% of consumers who shop for more than 10,000 yuan on Taobao and Tmall were willing to continue shopping on Taobao and Tmall. In addition, Tmall has 25 million 88VIP members representing high-quality consumer groups. These members spend more than 57,000 yuan per year on Taobao and Tmall.
. Another set of data introduced by Kuixue shows that there are now 42 brands on Tmall with more than 10 million members and 600 brands with more than 1 million members. Among them, the transaction volume brought by most brand members exceeds 40% of its total transaction volume. Behind the above numbers are the consumers' strong stickiness to Taobao and Tmall platform, including the stickiness to Taobao and Tmall platform merchants. In other words, this is a place that can help brands build private domain .
This also constitutes two important transformations accumulated from Double 11 to the 14th year: from high-speed growth to retaining consumers; from promotional offers to consumer loyalty. The ultimate direction is to extend the user life cycle and improve more opportunities for repurchase.
This has also become the core key to continuing to make the cake bigger in this era of retaining volume. This is not only the value to Taobao and Tmall, but also to merchants.
02
The lively event of Taobao and Tmall this year is not only reflected in the platform itself.
An unignorable phenomenon is that both Kuaishou, Bilibili, and Xiaohongshu have gradually recovered their external links to Taobao recently.
In early October, a news about B website has sorted out the commercial link. It mentioned that B station CID advertisements have started whitelisting investment, and will be diverted from B station to Tmall Taobao and pay according to the order.
and then Xiaohongshu was reported to be reaching in-depth cooperation with Tmall, establishing the activity purpose of "planting grass with content to serve brand merchants", and helping Tmall open up the marketing closed loop of "planting grass-search-conversion". After
, Kuaishou E-commerce announced that it will start to restore external links of Taobao Alliance in Kuaishou live broadcast room shopping carts, short video shopping carts, business details pages, etc.
Content platforms that once chose to break the chain for the closed loop of self-e-commerce business have now all embarked on the strategy of reopening. The core of the change of
actually needs to go back to the other two links of the "people and goods yard", namely "goods" and "yard".
In fact, whether it is Douyin , Kuaishou or Xiaohongshu, today they are all planning their own comprehensive shopping apps to learn from Taobao. The essence is that they see the irreplaceability of Taobao. Shopping still requires a store because of its commercial interest chain and ecology.
The expert anchor has the strongest perception of this.
Many experts and anchors reported that when operating an interest e-commerce platform, the product categories and supply chain system are incomplete, which makes it impossible to maximize monetization efficiency. In addition, although they will have the opportunity to explode in a single game due to the combination of "price breaking" and "hot products", if they continue to pursue it deeply, their life cycle is actually very short. The result of
is not surprising. After all, in the content platform, content is a process of building trust, while transactions are a process of consuming trust. Continuous transactions erode the position of content and will naturally be gradually abandoned by users.
Without a sufficiently complete supply chain, it means that there will be no possibility of merchants, including expert anchors, operating here for a long time.
Therefore, compared with platforms that focus on cost-effective or low-priced hot products, Taobao and Tmall's full category supply is still the best soil to support diversified entrepreneurship.
Back to the beginning scene, this also constitutes the reason why Liu Genghong, a couple who have achieved success on the Douyin platform, chose Taobao and Tmall for the first time to launch their own brand.
03
In fact, this is not the first time Liu Genghong and his wife have entered Taobao. The couple’s first online business exploration was on Taobao, but there was no splash at that time.
When you enter Taobao for the second time, the situation will be very different. The first live broadcast at 8 pm on October 31st, the number of views in Wang Wanfei ViVi live broadcast room exceeded one million people within an hour. Behind the changes such as
, of course, there are reasons for IP maturity. After all, today's Liu Genghong and his wife are already the top anchors with tens of millions of fans on the entire network. But again, the platform is evolving.
As the first leading platform to try its best in the field of live streaming and selling goods, objectively speaking, Taobao Live has gone through a period of wild growth, experienced the pain of structural imbalance, and also faced the challenge of algorithms that need to iterate according to the characteristics of the traffic era.
But the only thing that remains unchanged and becomes clearer is the content strategy of the entire Taobao system. When e-commerce moves from transactions to consumption, the most important thing is to run the link from content planting to consumption decisions, to convenient transactions and proper delivery.
On September 1, this strategy was further clarified. At the Taobao live broadcast ceremony that day, Dao Fang, general manager of Alibaba’s Taobao live broadcast business group, said that Next, Taobao live broadcast will make major changes around content, and build a traffic creation field with content as the core in addition to a simple traffic consumption field.
In addition, Taobao Live also divides the entire public domain traffic pool into two parts, one of which is aimed at conversion as the core goal, and the other is aimed at duration and interaction.
This means that the goal of the entire Taobao live broadcast will be one and two sides, no longer pursuing transaction efficiency as the only goal, and the algorithm optimization model will no longer focus on transactions as the core, but will increase dimensions such as content interaction and user stays. The algorithm iteration of
is to enable more content people to successfully transform on the Taobao platform and realize their own business value. Because, within the Taobao system, the value proposition of Taobao live broadcast has been clarified - let "professional and interesting people take you to buy".
In the definition of Taobao, professional and interesting people are not necessarily just traditional live streaming anchors. They are KOLs in any professional field and can provide users with high-quality content. As for what to do if these KOLs have no experience in selling goods, everything can be handed over to Taobao. The platform can help these KOLs adapt to the transformation from IP to businessmen. For example, when you first live stream on Taobao, you can not bring goods, and first establish a good personality and then gradually release your commercial monetization capabilities.
If there is no mature supply chain behind KOL as support, Taobao can also use a mature and complete product system to help anchors organize goods and gradually accumulate their own supply chain capabilities.
So, what we see is that before Double 11, many top anchors from other platforms suddenly entered Taobao. In addition to Liu Genghong and his wife, Luo Yonghao, who was the fourth in the entire network, will also make friends and open it to Taobao live broadcast room; Oriental Selection has also opened its own Tmall flagship store , and has released a signal that it will be broadcast live here.
is the same as the general logic of e-commerce business. Live e-commerce also needs a mature system as support.
revolves around the link characteristics of interest consumption. In addition to live broadcast, Taobao Live also focuses on the construction of both ends:
One of them is in the short video aspect. Data shows that at this stage, the recommended short video products on Taobao’s homepage are about 25%. During Double 11, Alibaba Mama will further strengthen the importance of short video content marketing by linking super live broadcasts, enriching short video components, traffic subsidies, etc.;
Secondly, the importance of visiting this grass platform has also been improved. Before the Double 11 promotion, visiting the grass became the first base for planting grass on the site, and the rhythm was earlier than the overall rhythm of Taobao Double 11, allowing merchants to have more time to store water.
. In the anchor ecosystem, it is obvious that Taobao now attaches great importance to balanced and sustainable development, that is, to transform from pyramid structure to olive-shaped structure.
data shows that in the first nine months of this year, nearly 200 live broadcast rooms with transaction volume of over 100 million yuan have been generated on Taobao Live, and these live broadcast rooms are composed of mid-level anchors incubated by Taobao Live.
It can be said that as the first leading platform to develop content e-commerce ecosystem, today's Taobao and Tmall thought it very clearly and thoroughly: First, we must form a healthy ecological structure, help middle-level experts grow, and help IP transform into businessmen; second, we must build a content ecosystem, help new brands quickly increase in volume, and help new businessmen quickly establish their own customer base; third, we must iterate the platform algorithm to achieve more efficient people-to-product matching.
Of course, all ideas still need to be put on the data to verify.
On October 31, the first wave of Tmall Double 11 was officially launched. After 30 seconds, nut sales exceeded the whole day last year; 1 minute later, Leshi Lighting exceeded the whole day last year; ecoflow exceeded the whole day last year; 5 minutes later, fish jump exceeded the whole day last year; 10 minutes later, Banana exceeded the whole day last year... After 1 hour, the transaction volume of 102 brands exceeded the whole day last year...
And my colleagues, the repurchase crowd of Ningxia Helan Qingxue Winery, and the private domain traffic of domestic boutique wine stores, also on that day, they once again became the final payment person.
#Tmall# #Double Eleven# #Taobao#
