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

The familiar "Cat late" is back!

On October 20, at the 2023 Tmall double 11 press conference, Mu Shan, general manager of the marketing department of Taotian Group, announced that "Tmall double 11 surprise Night" will be held this year to bring more happy festive atmosphere.

This year, Cat Night will be presented in the form of "double-screen party interconnection and parallel". Double broadcast on the big screen, watch the wonderful performance; broadcast alone on Taobao on the small screen, watch the surprise eggs. Users can watch it on Taobao, Hunan Satellite TV and Mango TV.

Since the first "Cat Night" held in 2015, watching Cat Night on Singles Day has become a "new folk custom" and a necessary ceremony for consumers to go on a shopping spree.

In September 2015, Taobao announced that it would launch a party on the eve of Singles' Day, which would be broadcast live to the world by Hunan Satellite TV for four hours, "just like the Spring Festival Gala lasted until zero."

This is the first shopping-themed party in history, and it is also the first time for consumers to participate in the Singles' Day shopping carnival in a more realistic way. After that, each double 11, while watching the cat late while buying, has become a habit of the majority of consumers.

"Great, the ritual of Singles' Day is back. There was no cat late last year, so I always felt that something was missing." Kobayashi is an experienced shopper. She used to watch the cat night on time on Singles Day every year.

For the broad audience, cat evening is a top audio-visual feast. The Cat Gala, known as the "Internet Spring Festival Gala," gathers a large number of stars every year. Eason Chan, Li Ronghao, Zhou Shen and Mao are all regular guests on the program, and Scarlett Johansson and Aida Carriverina have been invited to international top class in history. As the carnival stage of the world's largest brand, it is rumored that if you board the star after the cat evening, you will receive more endorsements, and your price will rise.

According to officials, Tmall not only presented a zero-distance stage show for fans this year, showing wonderful tidbits of stars in front and behind the stage in multiple dimensions, but also exclusively presented a dream linkage with the four national IP of Mango on Taobao, unlocking red packets in the live broadcast room, and gathering a number of surprise "Super surprise Live Troupe" to spread benefits through the screen.

If we say that the annual Tmall double 11 Shopping Carnival accompanies and records the changes of Chinese consumer life, then Maowan is a mirror of the times, reflecting the changes of Chinese entertainment life and technological development.

In 2015, Cat Night pioneered the net-platform linkage mode, and the mobile phone "shaken" to participate in the interaction; in 2017, Cat Night used AR+VR technology for the first time, allowing stars to instantly "travel" to the audience's home; in 2019, to achieve cross-screen two-way interaction, the audience can participate in games with stars and influence the results of interaction; in 2021, stereoscopic stage technology was used to bring immersive plot interaction to the audience.

2023 is the year of the outbreak of generative AI, and Maowan also incorporates AI elements in a very timely manner. According to reports, this year's cat night will build a mobile Rubik's cube technology stage, AIGC screen visual effects, real naked 3D, bringing users a full sense of science and technology.

Some industry insiders said that cat night has always been not a traditional song and dance party, it tries its best to show a new form, and the temperature of the times and cultural connotation are the core of this carnival night.

This year is also the first double 11 after the establishment of Taotian Group. Cat late, as a weather vane of the industry for a long time, is of great significance for Singles' Day. How it will be presented after the return this year will become the focus of the industry.

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