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Preparing for this year’s Tmall Double 11 new retail will bring online and offline carnival
There are still four months to go to Tmall’s tenth double 11 global carnival, but preparations for this shopping event have already begun.
On July 12th, the "Tmall Double 11 Carnival Night" conference was held in Hangzhou. The reporter of the Business Daily learned at the scene that the new retail and globalization will become the two core keywords of this year’s Double 11. At the same time, as the "opening whistle" Tmall double 11 party (referred to as "cat night"), will also be the first time in conjunction with Oriental TV and Zhejiang Satellite TV to hold an interactive party on "buy buy buy".
Double 11 will bring offline carnival
Tmall president Jing Jie told reporters that the past ten years is the decade of China’s commercial explosion. In 2018, it coincides with the tenth anniversary of the Tmall Double 11 Global Carnival. This year’s Double 11 will be the biggest creation of Chinese business in the past decade. Review, and new retail and globalization, will become the two core keywords of this year’s Double 11.
“2016 is the first year of Tmall Double 11 globalization, and 2017 is a big review of Tmall Double 11 new retail. The Double 11 in 2018 will push the new retail and globalization results of Chinese business to the top.”
In Jingjie’s view, the 618 just past became the preview of the Tmall Double 11, not only completed the 18-day goal last year in 13 days, but also witnessed the traditional retail to fully switch to new retail – more than 70 new retails nationwide. The business circle, 100,000 Tmall Wisdom stores, 200,000 brands, and 70 million people participated in the competition, and once again witnessed a new record in the history of Chinese business.
"This year’s Tmall double 11 will be the whole city carnival brought by the new retail ecology." Jing Jie told reporters that this year’s double 11, consumers are not only buying and buying online, but also in the Ali Ecology, RT-Mart, Yintai and Bailian will also join in, bringing the carnival under the line.
"Cat Night" assembled two satellite head IP
In 2018, the "Tmall Double 11 Carnival Night" party will be broadcast live on Zhejiang Satellite TV, Dragon TV, Youku and other platforms on the evening of November 10, and Youku’s role will be responsible for content planning and production in addition to the new media broadcast platform.
Yang Weidong, the president of Alibaba Entertainment Group and the president of Daiyouku and Ali Music, said that Youku will play its own accumulation and advantages in the content field, and join hands with the top production teams of the two frontline TVs to make "Cat Night" look better and play better. Upgrade from the double 11 "opening whistle" to the "opening show".
The reporter learned that this "Cat Night" will bring together the two star-renowned variety shows of Dongfang TV and Zhejiang Satellite TV for the first time - "The Extreme Challenge" and "Running" star lineup. The two teams will pass the variety of forms. Pick up the party for welfare. The audience also has the opportunity to participate in the “quick question quick answer” and win the red envelope sent by the idol.
Last year, 140 million people watched and bought
In addition to the double 11 IP this allows businesses to compete for "squatting thighs", on the basis of the "cat night", is also a great stage for businesses to display the brand. So what is the "cat night" ability to bring goods? "It can be said that ’Cat Night’ is the most commercial value party in China." According to Lin Wenwei, the general manager of Ali Mom’s Global Media Business Center, the exposure of the 11th party last year was 390 million at the TV station. Taobao and Tmall Live Watched 45 million people. Not only that, he also introduced that under the empowerment of “Cat Night”, a total of 140 million people watched the party and watched the party. The “Cat Night” sponsor shook the traffic by 52 times compared with the previous 9 days.
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