Watch a party and then cut hands. This year, Ali will hold a "Double 11 Spring Festival Gala", directed by Feng Xiaogang

According to Zhang Yong, although there are big-name stars appearing at the party, this party is not a simple variety show, but should reflect the characteristics of e-commerce and allow the audience to interact. In September, a large-scale bidding meeting for this party will open soon.

Alibaba has already begun to build momentum for this year's "Double 11". At today's New Online Business Conference, new CEO Zhang Yong (Xiaoyao) said that on the evening of November 10, Alibaba will cooperate with partners to hold a four-hour "Double 11" party, directed by Feng Xiaogang, and will be broadcast simultaneously around the world.

It is reported that within Alibaba, this party has been called the "Double 11 Spring Festival Gala". Many big-name stars will be present, and "programs full of Internet cultural vitality" will become the main feature. Zhang Yong said:

The digital economy has created rich cultural phenomena for our social life. The 'Double 11' party held for the first time this year is precisely designed to fully demonstrate the vibrant cultural vitality nurtured by this new Internet economy and let the whole people can witness and share the joy brought by technological development and improvement of quality of life.

Obviously, Ali is trying to add more carnival elements to the "Double 11" in order to expand its influence in the "Double 11". The performance of Jingdong last year has made Ali have to pay attention to it, although it is still the only one.

Since Alibaba launched the "Double 11" Carnival in 2009, this festival for national consumption has now become more and more a cultural brand.

The single group was comforted on this day. Couples were strolling around and they could buy and buy; sellers were injected with chicken blood on this day, making marketing plans in advance, and adjusting prices several times; couriers were in pain and happiness on this day, thinking about what a beautiful posture to throw a package would be; The student party competed with the dormitory light-off policy the night before that day. The operator's network struggled to connect the power and start the router..."Double 11" even became a social phenomenon, amplifying the way various groups consume and live.

What's interesting is that Ali invited Feng Xiaogang to direct this party this time. After experiencing the not-impressive Spring Festival Gala, I wonder if Director Feng can grasp the pulse of the gang and create a "vibrant Internet culture" program ", allowing them to watch stars on Youku and other video sites while selecting good products and waiting for the party to end and start" killing ". This is what Ali is looking forward to.

In addition to adding cultural construction, globalization and omni-channel are the other two highlights of this year's "Double 11".

After last year's "Double 11", Jack Ma once said that it is estimated that with another four years of preparation, the internationalization of Tmall will come naturally. After a year of internationalization, Zhang Yong now has more confidence at the level of globalization. Following Alibaba's announcement on August 12 that it had reached a long-term exclusive strategic cooperation with Macy's in the United States, Alibaba today joined hands with Metro, the world's third largest retail and trading group, to help establish Tmall International's "German Pavilion" and cooperate with the introduction of German small and medium-sized brand products.

Zhang Yong said that he did not pay attention to specific sales figures during this "Double 11" event, but looked forward to companies from all over the world and in different fields to bring the latest products, the best experience and the most innovative consumption model to China consumers.

In terms of channels, Alibaba will carry out in-depth cooperation with nearly 100,000 offline physical stores such as Intime and Suning to help physical businesses celebrate the "Double 11" from a series of aspects such as marketing, user management, after-sales, and logistics, so that users can also participate in the entire shopping spree even if they are not on your computer or mobile phone. From online to offline, as Jack Ma once said after investing in Suning, Internet companies have no future if they don't go offline. Uncles and aunts who don't go online can also feel the "Double 11" consumer culture of young people.

In 2014, the transaction volume of the "Double Eleven" exceeded 57.1 billion yuan, 1098 times the 52 million yuan when the "Double Eleven" was first launched in 2009. Many consumers don't know that choosing November 11th is a complete coincidence. Zhang Yong once told Titanium Media:

On November 11, there are 4 ones. I personally prefer the number "1" because my birthday is 3 ones. I see 4 ones, which are a little more than me. I think it's good, so I'll use this day.
We joked at the time that when bachelors had nothing to do that day, we tricked them into buying something online. But I didn't want to do it for that long.

Nowadays,"Double 11" is increasingly becoming a carnival for young people, especially young women. Today, with more than a month to go before this year's "Double 11" event, Ali announced that Feng Xiaogang will direct the first "Double 11" party, which is going further and further on the road of entertaining the public.

Editor: yvonne