By the end of September, numerous merchants have already entered the Double 11 rhythm, beginning to strategize and prepare.
The platform has invested billions, Taobao supports WeChat Pay, the launch of "Return Treasure" to reduce costs for merchants, and Taobao optimizes the "Refund Only" rules to loosen the constraints on merchants... Well before the arrival of Tmall's Double 11, a series of significant moves by Taobao have been密集ly implemented, providing benefits in advance from traffic scale to the infrastructure of merchants' operations. At the same time, the healthy growth of Taobao's user base, along with the interconnectivity of the platform, has brought more population growth and business opportunities.
On September 25, 2024, Alimama hosted the "Full-Site Brand Effect Push, Win the Full Cycle" 2024 Double 11 Strategy Release Conference in Hangzhou, bringing merchants the latest rhythm-based strategy layout guidance for this year's Double 11.
At the conference, Shu Yang, General Manager of the Commercialization Operation Center of Alimama, stated that multi-wave bursts, brand effect linkage, and payment exemption linkage are the three major benefits of this Double 11. Alimama will bring an upgrade in brand effect capabilities, product support, and nearly 3 billion red envelope subsidies for merchant incentives, helping merchants from different industries and circles to win throughout the entire cycle.
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The new rhythm of Double 11 brings new business opportunities.
For merchants, Double 11 every year is a major test, but this year's Double 11 is particularly different.
On September 25, Tmall announced that it would start the first wave of Double 11 pre-sales on October 14, with a full cycle of three bursts. Compared to previous years, this year's Tmall Double 11 started 10 days earlier, and the pre-sale system, which was canceled during this year's 618 period, returned to this major promotion. With a longer cycle and pre-sale system, merchants have more room for growth and business opportunities, and they also need to start earlier to prepare for this Double 11.
Under the grand strategy of "focusing on users," Tmall continuously optimizes user experience, driving the growth of platform monthly activity and enhancing user activity and stickiness. The "Alimama 2024 Double 11 Consumer White Paper" shows that the overall consumer activity has increased, the scale of high-end consumers continues to grow, and the average transaction value has increased by 15%, the average number of purchase days per person has increased by 7%, the average number of orders per person has increased by 15%, and the average number of purchase leaf categories per person has increased by 11%. The overall consumer activity has increased, high-end consumers buy more and more expensive, and the loss of consumers is also accelerating back to Tao: Alimama data shows that the recovery efficiency of流失 users who have not purchased for 365 days during the promotion period has increased by 15% year-on-year.
On the eve of the start of Tmall Double 11, Taobao Tmall officially supports multiple payment methods such as Alipay and WeChat. With the optimization of payment paths and experience, user growth dividends have emerged.
Consumers are the starting point of all businesses and also the end point. With the trend of user regression, combined with Taobao supporting WeChat Pay, the launch of "Return Treasure," and optimizing the "Refund Only" rules, Taobao's traffic scale and the foundation of merchants' operations have provided benefits in advance. Merchants of different categories and types can find their own growth space and business opportunities. This year's Double 11 can be called the most favorable Double 11 for merchants, and it is also the most worthwhile Double 11 for merchants to invest in. The extension of the activity cycle brings more business opportunities for merchants, and it also tests the merchants' cycle operation capabilities, requiring merchants to layout in advance, start earlier for Double 11, and gain operational advantages.Alibaba Mama, with "full-site product effectiveness promotion, winning the entire cycle" as its core, proposes a Double 11 strategy rhythm, dividing the overall business chain into three segments: September for capturing the full audience, October for product effectiveness and inventory explosion, and November for peak-shifting to capture incremental growth. Shu Yang, General Manager of the Alibaba Mama Commercialization Operation Center at Taobao Group, suggests that merchants should front-load their heavy investments, allocating 60% of their budget to capturing the full audience and product effectiveness in September and October; 40% of the budget and 10% flexible budget can be invested in peak-shifting to capture incremental growth, achieving three-wave planting and harvesting.
Focusing on September to October and starting early is because the consumption and traffic of major promotions are continuously advancing. The traffic changes during this year's Tmall 618 promotion have well proven this point: Taobao's active user base on May 20th and the first day of the 618 promotion reached 450 million, a year-on-year increase of 17.9%.
If the major promotion consumer groups have become accustomed to multi-wave cross-category shopping, and each industry has different focuses, showing three types: cross-industry combination, industry stockpiling, and interest-based flexible combinations. In line with this trend, merchants can use Alibaba Mama's data intelligence to explore consumer behavior across waves and categories, identify potential audiences first, effectively store energy for major promotions, prepare for explosive growth in advance, meet the needs of major promotion consumer groups, and seize business opportunities.
Commercial mechanism upgrade, ushering in new volume for Double 11
The first Double 11 under the commercial mechanism reform, Alibaba Mama fully releases the benefits of payment exemption linkage, bringing certainty to product explosion and business growth.
Yuan Mu, General Manager of the Alibaba Mama Commercialization Product Center at Taobao Group, said, "Under the payment exemption linkage, the full-site promotion capability is upgraded, and the extra boost from major promotion activities makes the platform mechanism work with minimal effort." It is understood that full-site promotion will be upgraded from three major dimensions: delivery, volume acquisition, and optimization. Merchants can also participate in the full-site promotion explosive product recruitment plan, with the highest可获得40% of natural traffic boost. Not only that, the "search traffic acceleration plan" recently launched by Alibaba Mama also helps merchants obtain up to 30% of natural search traffic boost from the store dimension.
At the same time, this is also a Double 11 that fully improves business efficiency through product effectiveness collaboration and AI-driven. Alibaba Mama integrates product effectiveness resources for the first time, launching the "full-site product effectiveness promotion" capability, providing merchants with 100% guaranteed delivery marketing plans from new customer acquisition, keyword capture, and explosive product dimensions, helping merchants to start, plant, harvest, and win the entire cycle.
In addition, the boundaryless version of Wanxiangtai, Alibaba Mama Bailing, and UD's three BPs have undergone large-scale customized upgrades specifically for Double 11; at the same time, Alibaba Mama also provides merchants with capability guarantees on AI horizontal capabilities such as intelligent AI assistant Xiaowan, Damo Pan AI circle people, and Wanxiang Laboratory AI creativity, making it smarter and more convenient to achieve major promotion delivery.
Alibaba Mama helps merchants explore the gold mine of business during Double 11
For Taobao merchants, this year's Double 11 will be a different Double 11.On the one hand, the healthy growth of Taobao ecosystem users and the interconnectivity of platforms have fostered more business opportunities and possibilities within the Taobao ecosystem. On the other hand, the continuous optimization of the traffic environment marks the first Double 11 since the full-scale promotion and opening of the entire platform. Alibaba's marketing platform, Alimama, is in the midst of integrating AI technology and a "payment-exemption linkage" mechanism, leveraging its accumulated insights into consumer trends, control over promotional rhythms, and experience in omnichannel operations to serve as a lever for merchants to drive traffic and conduct omnichannel business.
This Double 11, the full-platform promotion's payment-exemption linkage mechanism may become a step for Taobao ecosystem merchants to drive more traffic and also help merchants achieve more precise matching efficiency between people and goods, as traffic often leads to increased business.
The continuously innovating and upgrading Alimama always brings surprises to business operations. On September 25th, Alimama creatively turned the Double 11 strategy conference into a "premiere ceremony," with Chang Yuan, the boxing Olympic champion who just won gold at the Paris Olympics, holding a sheaf of barley to support the event—a gesture usually used to wish a movie a "box office hit," but today, this gift expressed a wish for all merchants to have a "flourishing and booming business."
The daring and hardworking Chang Yuan represents an indomitable spirit of struggle, which is also a microcosm of the entrepreneurial spirit of thousands of merchants. This year, Double 11 has entered its 16th year. Over the past 16 years, merchants and platforms in the e-commerce industry have experienced countless trials and tribulations, but Alimama has always hoped to support and achieve mutual success with a vast number of merchants on the long journey.
As Double 11 preparations are underway, with the slogan "Full-platform brand effect promotion, winning the entire cycle," Alimama will also bring more product upgrades and investment guides for Double 11 to merchants.
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