Shulou(Shulou.com)11/24 Report--

Abstract: with the release of the double 11 Business Guide in 2023, millions of merchants greatly urged Alimama to win incremental dividends among stores, live broadcasts and live streaming centers with a series of business plans, massive subsidies and new AI capabilities.

When Singles Day is hot, how do the vast number of businesses prepare for the war? on October 13, the "Alimama double 11 Multi-Frequency Quick return Investment Guide" was released, summing up 8 major business investment hotspots, indicating that businesses have rushed to determine Alimama's core resources.

Up to now, the two double 11 killer mace products, the Universal platform Unbounded Edition and Alimama lark, are favored by merchants, attracting brands such as Li Ning official flagship store, Winona official flagship store, Haier intelligent equipment flagship store, babycare flagship store and so on.

Live broadcast, short video content field, Cheng Amoy is a must for merchants. Hundreds of industry benchmarking brands have locked in super live streaming to promote high-quality traffic in advance.

In addition, the top 100 brands snapped up the scarce resources of three major business plans, namely, Alimama's national recommendation, trump card new products and big-brand popular styles. In the first week of launch, more than 200 head brands were the first to launch the "industry track crowd pass of the global leading plan", winning the increment of the store center.

Grabbing AI dividends has also become the focus of this year's Singles Day preparations. From AI creative tools, AI decision-making to AI launch, Alimama's AI creative ability has cumulatively served 4 million businesses, and the number of users of Vientiane Lab has exceeded 100000. Large and small businesses have accelerated to improve the operating efficiency of double 11 and lock in the incremental dividend of double 11 in advance.

01

Large and small merchants seize the killer mace of double 11.

The unbounded version of Vientiane platform was launched for only 4 days, and the number of participating merchants exceeded the full cycle of Singles' Day last year.

Large and small businesses have chosen the unbounded version of the Universal platform and the core marketing scene of Alimama lark to achieve an one-stop simple launch.

Vientiane unbounded version of the "Universal Renewal AI Management" consumption activities are very popular, a large number of small and medium-sized businesses to participate in enthusiasm. The event has been online for only 4 days, and the number of participating businesses has exceeded that of last year's double 11 full cycle.

The ability of a series of scenarios launched by the unbounded version of the Universal platform has also become a must for merchants to prepare for war. At present, 90% + customers have chosen the unbounded version of Universal platform for keyword promotion scenarios. The repurchase rate of 92% of the industry benchmark [flow gold card] helps merchants such as Limei's official flagship store and Haier intelligent equipment flagship store to complete in-depth, comprehensive and traceable keyword operations.

The "accurate crowd" scene, which fully releases the crowd dividend, is also very popular. So far, the number of users of the crowd Ark has increased by more than 150%, successfully helping businesses such as Li Ning official flagship store and Jiaoxia official flagship store to achieve population asset growth and increase business growth. The new capability "multi-objective combination strategy" launched by double 11 is the best business plan in the industry to help businesses comprehensively improve the operational efficiency of the crowd.

The "consumer operation scene" with a repurchase rate of up to 80% helps hr Helena's official flagship store, L'Or é al's official flagship store and Estée Lauder's official flagship store brand to break the circle faster. The "goods operation scene" with an outbreak cycle factor of 1.6 times helps misssixty's official flagship stores and other stores to blow up goods faster. The "event scene", which helped to promote the outbreak twice as fast as before, has attracted brands such as olay's official flagship store, babycare flagship store, Mancalon jewelry flagship store and so on. ROI compared with the self-investment of more than 15% of the "store operation scenarios", the highest 8% consumption of rebates in the "content marketing scenarios" live short video contracts hot investment!

Alimama lark scene resources are also locked in advance by the industry benchmark brand, and the layout brand marketing wins the global new increment. Nearly a thousand industry brands have locked in the limited seats of "Brand Special Show" and put their first "one-click attention / coupon series" innovation template into the bag.

Hundreds of TOP brands in the industry have secured "ShowMAX" lock limited seats to improve the efficiency of chasing investment.

Brands also lock in "TOPSHOW" seats one after another to seize the opportunity of consumers.

Many brands have seized the scarce resources of head media through UD "Super Global access", "TOP, all-around ace". At present, there are only a small amount of spare time left to seize. Double 11 "Big Promotion Special" helps the brand to grasp the key marketing nodes and continue to sell very well.

02

Merchants invest heavily in live broadcast + short video field.

Core resources must win the new dividend of Amoy system.

A large number of merchants point the key winners and losers of Singles Day to the two incremental centers of live acceleration field and content increment field, trying to overtake in the curve.

At present, live / short video / short direct linkage three major contracts to attract investment, hundreds of industry benchmark brands have locked in advance to promote high-quality traffic, content consumption to facilitate the return of registration, up to 8% of content marketing rebates, live short video contracts hot investment, the majority of merchants have inquired.

The hot situation of attracting investment is closely related to the ability of the product. After testing, Super LVB promotes both LVB conversion efficiency and burst coefficient, and ROI increases by more than 20%. At the same time, the short video is in the dividend stage, the overall traffic has increased by 800%, the number of brand merchants has increased by more than 4 times, and the contribution transaction has increased by 1500% compared with the same period last year.

In addition, in order to carry out in-depth co-construction of content strategies, 15 industry benchmarking brands have locked in Uni-START content management methodology, covering three major strategies: content popular style creativity, content susceptible people, and content detonation channels.

Taobao Alliance, which brings 100 million-level ecological flow protection, the head Taobao customer resources have been 100% locked by merchants, brand U enjoys less than half of the remaining seats, brand U enjoys scarce seats progress bar has been pulled to 60%, category super head merchants have entered the game one after another. Nearly 100 KA-level merchants have booked Yitao double 11 resource bits in advance, and 90% of the core exposure resources have been locked. Winona flagship store, Nestle flagship store, Adidas flagship store and other merchants have chosen Taobao Alliance to accelerate the TOP niche of double 11.

03

More than 30 marketing activities boost the top volume

90% of the hot IP seats have been sold.

The marketing event is a sharp weapon for brand merchants to strike pre-emptively in Singles Day. Therefore, the business activities and marketing IP that help merchants to create double 11 top volume are preempted by merchant brands one after another. More than 200 TOP brands, such as Peraia, Haier, Huawei, Lancome, Midea, etc., are snapping up Alimama's three major business plans: national recommendation, trump new products, and big-brand popular styles.

The high-profile Taobao live broadcast "double 11 Live Battle" has a sales rate of 90%. The merchant studio and anchors have been locked first, and there are few seats left, and hot bookings are under way. SSS + content special "Tmall double 11 Evening", new product special marketing IP "Tmall small black box annual new product reward", world-class park IP marketing "Disney Meow wonderful Camp", Tmall campus special and other popular IP seats are limited, want to buy as soon as possible!

In the first week of its launch, "the industry track crowd pass of the global leading program" won the first launch of more than 200 head brands, with a maximum investment of more than 4 million, helping 38 vertical industry tracks, such as beauty makeup, mother and baby, home appliances and health food, to win the double 11 store growth field.

04

Full penetration of AI dividend

Alimama AI creative ability to serve 4 million merchants

Alimama AI content tool has become the best assistant for merchants. At present, creative ability applications have exceeded 4 million. After the launch of Universal Lab, it has been used by more than 100000 merchants, helping businesses to increase the production efficiency of picture materials by five times. There are a total of nearly 300000 businesses using Amoy blocks to intelligently generate interactive acceptance pages.

The two major AI launch products, Universal platform Unbounded Edition and Alimama lark, are popular, while nearly 750000 merchants have used dharma plates to gain insight into people, goods, and content, and generate delivery strategies based on AI models. The Dama disc is also linked with AI to launch the universal platform unlimited version, the new online product effect serialization function, the first batch of merchants have taken the lead in internal testing, and ROI plans to increase by 62% over the same period.

The three major AI business plans will be launched for the first time in double 11 this year, that is, they have attracted attention. "Universal Renewal AI crowd Breaking Plan" realizes intelligent + controllable omni-channel recommendation and customer access. After testing, to help the crowd operation interest new passenger flow rate increased by 55%, the first purchase of new passenger flow rate increased by 20%. The "Universal Renewal AI New Product Quick explosion Plan" delivers the best blasting plan for the new product, which helps a women's clothing brand get more than 110000 exposure support in the test, and completes the cold start of the new product in less than 1 day. "Universal update AI search gold list plan" to achieve the search channel "core opportunity word mining" to greatly promote multi-frequency and fast collection, once released, attracted more than 100 industry brands to sign up for internal testing in advance. At present, three major AI plans are waiting to be released, and businesses can look forward to it.

Prior to this, Alimama released the core strategy of "double 11 multi-frequency fast harvest, win three centers incremental dividend", more than 3 billion heavy subsidies and a series of rights and interests plans, attracting millions of businessmen to seize business opportunities. Now, double 11 is a step closer, scarce resources are about to be sold out, and it is the right time to compete for business.

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