Tmall teamed up with Zhejiang Satellite TV to launch the Double 11 Gala and Ali's "Big Entertainment" will fully participate

On July 13, it was reported that Tmall had officially launched the 2016 Double 11 "Spring Festival Gala" project. According to Ali, the entertainment section will fully participate in the preparations and live broadcast camp of the Tmall Double 11 Carnival Night, but the official e-commerce platform of this cooperation is no longer Hunan Satellite TV, but Zhejiang Satellite TV.

On July 13, it was reported that Tmall had officially launched the 2016 Double 11 "Spring Festival Gala" project. According to Ali, during this party, the entertainment section will fully participate in the preparations and live broadcast camp of the Tmall Double 11 Carnival Night. At the same time, the broadcast platform for this cooperation is no longer Hunan Satellite TV, but Zhejiang Satellite TV. Recently, Wang Jun, editorial board member of Zhejiang Radio and Television Group and director of Zhejiang Satellite TV, confirmed the news of cooperation between the two parties. He said that Zhejiang Satellite TV will bring rich creative energy to the Double 11 Gala and give the audience more reasons to celebrate. I hope to work with Tmall to build the Double 11 Gala into a more international and fashionable program brand this year.

Ying Hong, chief planner of the Tmall Double 11 Gala Organizing Committee and person in charge of Alifish, said that the second Tmall Double 11 Carnival Night will introduce international stars and gameplay methods, including Heyi Group (Youku Tudou), Tmall Magic Box, Shrimp Music, UC browser, Tmall client, etc. appear on the linked live broadcast list.

It is reported that since the launch of the first Tmall Double 11 Spring Festival Gala in 2015, Aliyu has assumed core functions in full-link services such as party planning and data marketing. Compared with last year, preparations for the Double 11 Gala have been launched two months earlier this year, and the preparation time will be more sufficient.

In the cooperation between Alibaba Fish and Hunan Satellite TV on the Double 11 Spring Festival Gala, Feng Xiaogang served as the general director, and Hunan Satellite TV gold medal producer Liao Ke's team and Wang Tian's team jointly produced it, achieving a two-way drive in e-commerce sales and ratings. Among them, the new customers on the Tmall platform The average daily increase is 3 times, and the peak value is 18 times. The Double 11 Spring Festival Gala has become a battleground for major brands to compete to show their faces. At present, thousands of brands in various categories are in close contact with the Double 11 Gala Organizing Committee to compete for the 2016 Tmall Double 11 "Spring Festival Gala" brand partners.

Ying Hong, the person in charge of Alibaba Fish, once said that Alibaba Fish is a new channel for all brands to enter the China market. This new channel is a commercial monetization channel that can directly reach 100,000 brand merchants. In stores that participated in IP-related sales on the Alifish platform, the proportion of new customers consumed by Tmall reached more than 70%.

In 2015, combined with Tmall Double 11's party marketing, the entire platform's sales exceeded 91.2 billion yuan in 24 hours. This year, it is still impossible to predict whether Alibaba Fish can help the platform reach a new high again on this basis. However, based on changes in Tmall's GMV in recent years, we can find that since 2014, the growth of Alibaba's retail platform's GMV has slowed down significantly. In 2016, the total transaction volume in the fourth quarter fell 23% from the previous fiscal quarter.

Editor: Nancy