From 50 million in 2009 to 91 billion in 2015, from a Bachelor's Day to the Globle Shopping Festival, Double 11 has already become to a landmark, a symbol, a Miracle of eCommerce!
Behind the miracle, the playing method of double 11 is changing! Changed every year before, and 2016!
So, let us help you to go through the 4 key aspects of 2016 and creat another miracle of yours on the Globle shopping festival.
1. INTERACTION
KEYWORDS: LIVE SHOW / VR-BUY
Live show is the hottest promotion tool in 2016! Taobao also will integrate live show on double 11 with a lot of Stars and KOLs.
But as a store owner on TMALL, how could you play live show to get more sales and set up more relationship with your customer at the same time?
We will give you some inspiration!
a. To make a live show of your warehouse, packaging
b. To make a live show of your Customer service center
c. Live show + Incentive
...
VR-BUY will be launched on double 11 this year. The meaning for us is to think about how we could integrate our product into the VR-BUY TREND? Clothing is easy, but how about cosmatic? supplementary? even a Bathtub? We need to move first, if you believe VR is future! TMALL will continue to offer some impression opportunity or resource to some store owner, you could imagine that if your are the first one have a good idea to integrate VR-BUY in your category...
2. GLOBALIZATION
KEYWORD: CROSS-BORDER
You will see our estimation about the total online transaction values of this Global Shopping Festival at the end of the artical. And we could also estimate that the business of cross-border will make a great increase this year!(30 million consumers bought on TMALL Globe in 2015, we could estimated that the number will be more than 100 million this year.)
But if our store is a dometic store, what can we do? and what will be happened?
In 2015, there are 232 countries and regions got transaction on double 11. That means not only Chinese are "celebrating" the Festival, it is a Global Festival now. We are consumption the imported products, and "Global" also buying "China"!
So, have you think about this? And what is your logistic solution? And is there any customer services could use English to help the foreign custmer to shopping in your store? or... do you have a full product description in English on your landing pages? We could see some opportunity in this trend, based on TMALL is going to Global.
3. O2O
KEYWORD: OMNI-CHANNEL
TMALL will combine with a lot of offline shopping malls and brand flagship stores to enhance the air of the Shopping Festival. And at the same time, some brands will try to delivery the order in two hours by the most closest offline stores.
O2O is just one way to open more channels to reach the goal of omni-channel, and then to get more impression! But we still do not forget our other online assets. e.g. Wechat, Weibo, QQ, Baidu, Youku...ect. How to use it? and why we don't combine our activities (e.g. live show) with incresing your wechat follower and book some future sales in your sCRM system?
4. BIG DATA
KEYWORD: RETARGETING
"Different people see differnt page", is the most feature of this double 11. TMALL will use the big data to retargeting and matching with the customers and products. And the store owner also could recommend different products to different customers on different landing pages.
This really will make some trouble to the stores who has did some fake orders before. Because these stores will be lost in the fake data which is done by themselves.
And how to analyze the consumer profile data? How to drive consumer insight to your campaign and daliy opperation? That will make a big gap between different brands and store owners.
AT THE END
**OUR ESTIMATION: **
- The total online transaction values of this year will reach 150 BILLION RMB
- Cross-border will make a great increase! (30 million consumers bought on TMALL Global in 2015, we could estimated that the number will be more than 100 million this year.)
