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- Buddy_treeBuddy_tree
  ·2021-06-26
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- Buddy_treeBuddy_tree
  ·2021-06-21
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- Buddy_treeBuddy_tree
  ·2021-06-18
  oooooo
  From Tmall 618, see how to start from "new" in the post-e-commerce era
  随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。
  From Tmall 618, see how to start from "new" in the post-e-commerce era
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23:10","market":"us","language":"zh","title":"From Tmall 618, see how to start from \"new\" in the post-e-commerce era","url":"https://stock-news.laohu8.com/highlight/detail?id=1105666914","media":"华商韬略","summary":"随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。","content":"<p>Let shopping return to the simplest and pure happiness. Last night, Tmall Happy Night ended successfully, presenting us not only a moment of gorgeous and gorgeous stage, but also a lot of profound business thinking.</p><p><img src=\"https://static.tigerbbs.com/73b05fbcdd3bf4e092f794953fcde5bf\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p><p>\"We have been thinking about whether there is any innovative way to play the commercial evening? What other ways can we explore some new paths? On the basis of retaining the singing elements, can we find some more fresh content?\" Wang Qin, the producer of this year's Tmall Happy Night, said in an interview with the media.</p><p><img src=\"https://static.tigerbbs.com/4200d36a11d1618fcff8e15a40c66891\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p>Seven years ago, the history of e-commerce evening was still a blank sheet of paper. No one knew how to do it, and there was no template that could be copied. With Tmall's creation of the first double 11 carnival night in 2015, the model of integration and innovation of \"entertainment party + e-commerce business\" began to rise.</p><p>In recent years, there are more and more participants in e-commerce parties. Although everyone is not exactly the same in time choice, from the perspective of form and content, it is more and more homogeneous. On the whole, it has a high degree of overlap with New Year's Eve parties, festival parties and other forms, so it is difficult for people to perceive the unique value of e-commerce parties.</p><p>Under the background of increasingly obvious homogenization, how to break the situation of e-commerce evening parties through form arrangement, stage interaction and content design has become a common problem faced by various e-commerce platforms.</p><p>On this question, the answer given by Tmall should give us a little new thinking. In 2018, Tmall Double 11 Party set up the ultimate prize, and the audience actively participated in the hope of becoming \"European Koi\". This design with high stickiness, high emotional investment and high participation was later imitated by peer e-commerce parties; Last year, Tmall pioneered live broadcast through the screen, brought Taobao live broadcast to the center of the stage, refreshed the new mode of the evening party, made the integration and connection between entertainment and e-commerce business closer, and further accelerated the evolution of e-commerce ecology.</p><p><b>This year's Tmall Happy Night reflects the \"new\" content design,</b>In addition to the singing and dancing interpretation of the all-star lineup, representatives of entrepreneurial new farmers were also invited to participate in the party program, so that the most dynamic group of entrepreneurs could get a bigger display stage and enrich the social value behind the party; The theme of the evening party is the core of \"happy\". Under the combined effect of programming, oral implantation, stage design and other factors, the concept of \"having fun watching and buying\" can be deeply rooted in the hearts of the people.</p><p><b>Looking at the \"new\" embodied in Tmall Happy Night from the perspective of business interaction,</b>The party set up six sub-stages corresponding to surprise gift-giving spaces and five life scene spaces, and skillfully put new products and new lifestyles on the stage to increase the immersive experience of on-site interaction; Interspersed with the innovative form of \"10,000 happy nights\", it aims to \"stage\" 10,000 Taobao live shows simultaneously during Tmall 618, so that every live broadcast becomes a small evening show.</p><p><img src=\"https://static.tigerbbs.com/dec52f9b0782850de082a90d1714a4c4\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p>Generally speaking, the core reason why this year's Tmall Happy Night can reach a new high and glow with new surprises is that it enriches the connotation of e-commerce evening, truly closely links the three parties of \"consumer-brand merchant-industry\", and makes all parties have fun and gain something.</p><p><b>For consumers, while enjoying the audio-visual feast, they can also learn more information about new products and new trends; For brands, they have a larger platform display, which can bring new customer groups and new increments; For the industry, it is an excellent platform for the latest industry trends to be exposed, which can effectively reduce the intermediate cost of infiltrating the public's mind.</b></p><p><img src=\"https://static.tigerbbs.com/c1232bf2cd81d6505917521c8317fe0f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p><p>This year's Tmall Happy Night takes \"Happy\" as its theme, which strengthens the connection with the audience from the emotional side; And how to do a good job in business side undertaking, the theme of Tmall 618 \"There are always new surprises in life\" provides the best answer. Creating new surprises for life is inseparable from the all-\"new\" attack on the business side of Tmall 618, and through business undertaking, consumers and brand merchants can be better empowered.</p><p><b>First of all, new brands continue to explode, ushering in new commercial increments.</b>250,000 new brands participated in Tmall 618, 2.5 times that of the same period last year; 13 million products are on the shelves, of which 1.4 million are new products for the first time; 8,200 new brands were unveiled, including classic domestic products and international brands that cooperated with Tmall for the first time, as well as new brands native to Tmall and Taobao; During the period from June 1st to June 15th, a total of 459 new brands in Tmall 618 won TOP1 in the segment industry. It can be found that Tmall 618's support achievements for new brands are very eye-catching in terms of quantity and quality.</p><p>In the past, in the field of daily consumer goods such as shoes and clothing, beauty and food, it was difficult and difficult for new brands to achieve large-scale sales in the short term. Under Tmall's new product strategy, the business trend began to turn, with Tmall New Product Innovation Center, Tmall Small<a href=\"https://laohu8.com/S/BBOX\">Black box</a>With the help of the brand, the research and development speed of new products has increased by 2-5 times, and the new products have become explosive products when they are launched, with the success rate of new products reaching 60%.</p><p>For example, the clothing brand Bosie, a new brand founded by a group of students from Peking University and Tsinghua University in 2018, has sales exceeding 100 million in less than two years after settling in Tmall. \"Tmall is equivalent to our platform-level partner,\" said Liu Guangyao, one of the founders of Bosie. Through the brand endorsement, accurate traffic and data empowerment of Tmall platform, entrepreneurial brands such as Bosie can grow rapidly.</p><p><b>Secondly, from the perspective of new industry trends, it can also be found that it was displayed during Tmall 618.</b>At the party scene of Tmall Happy Night, six sub-industries (food, beauty, home improvement, electricity consumption, automobile and clothing) appeared in the form of sub-stage scene space, showing the latest trend of the industry.</p><p>Take the consumer electronics industry as an example. With the outbreak of home demand and the general trend of consumption upgrading after the epidemic, consumers generally pay attention to<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>Enjoyment, health and face value. In such a general trend, a large number of new brands have begun to emerge, such as Cloud Whale, Little Bear Home Appliances, Shark, etc.</p><p>At the same time, smart products are accelerating to approach consumers' lives. In the past three years, Tmall's online consumer electronics category of smart<a href=\"https://laohu8.com/S/300024\">Robot</a>Increase of 229%.</p><p><img src=\"https://static.tigerbbs.com/76069ca425e9939de42dc394101df967\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p><b>Finally, create a new way to play business, so that consumers and brands can share the benefits of shopping festivals.</b>If the \"authority\" of Tmall's list goes online, consumers follow the scientific big data to \"copy homework\", saving the tediousness of picking eye; The adjustment of pre-sale time, avoiding zero point, also makes consumers and brand merchants praise the convenience; In addition, the direct discount of multi-time distribution of full discount and 88vip additional subsidy benefits allows consumers to enjoy discount benefits in the simplest way.</p><p>With the superposition of new brands, new trends and new gameplay, Tmall has become the home stage to help consumers have a new life.</p><p><img src=\"https://static.tigerbbs.com/c69be423e5953e7ab01633291adb638f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p><p>In addition to the embodiment of commercial value, Tmall Happy Night also highlights the social value thinking of the platform this year.</p><p>On the night of the party, there was a \"new farmer\" link setting full of highlights. In this session, the host interacted with four new farmers from different places. They brought seasonal vegetables from Shouguang, Shandong Province, red rice + salted duck eggs from Yuanyang, Yunnan Province, Ganzi matsutake from Sichuan Province, etc. High-quality agricultural and sideline products from places of origin appeared on the stage, which made people feast their eyes and inspired the urge to \"feast their mouths\".</p><p><img src=\"https://static.tigerbbs.com/51c556242d52fe4cce0a8d97fbc6675a\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p>Behind these new farmers, they actually represent growers from all over the world, as well as various industrial belts. The development of rural economy is a hot spot in recent years, and Tmall is undoubtedly at the forefront in this respect.</p><p>This year's 618, Tmall launched the \"Direct Supply from the Source\" of the industrial belt venue. During the 618 period of Tmall, Xiaoer directly faced the place of origin, and sold 1.5 million pieces in the first hour of opening<a href=\"https://laohu8.com/S/LIZI\">Lychee</a>100,000 boxes of cherries, 800,000 lemons; In the third hour of opening, the live broadcast room of Huang Peihe, a succulent farmer in Yunnan, received more than 5,000 orders, and trucks loaded with kiwi departed intensively from Wugong County, Shaanxi Province.</p><p>From a consumer level, their need to \"eat well, fast and early\" is met; On the supply side, on the basis of helping to improve the new infrastructure of rural logistics, Ali guaranteed<a href=\"https://laohu8.com/S/000061\">Agricultural Products</a>\"Can go up and run far\" has solved the problem of \"the first mile\" of agricultural products entering the city.</p><p>As Zuo Chenming, a senior expert of Ali Research Institute, said, rural revitalization is a \"concerto\". In the process of accelerating catch-up of e-commerce in the west, policies, industries, infrastructure, talents and platforms are all indispensable factors. Among them, cultivating core industries is the top priority.</p><p>Tmall has clearly positioned itself as a service provider on the road to boosting the rural economy, and stimulated greater potential for the development of the industry through its mature platform appeal and better technical capabilities.</p><p>The successful conclusion of Tmall Happy Night not only represents a successful entertainment audio-visual party, but also the platform closely connects the relationship between consumers, brands and industries through innovation in form and content, and reaches an effective communication.</p><p>In addition, it enables new and old brands to grow better, enables consumers to choose more abundantly, leads the industry to break through the situation and find new growth points, helps the rural economy and other innovations undertaken by the business side, and also gives this party a \"new\" mind and connotation.</p><p>As the world's largest new brand incubation platform and the head player in the e-commerce industry, Tmall took Tmall Happy Night as the tipping point in the last wave of promotion node in 618, and handed over an excellent answer sheet with both heart and innovation.</p>","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>From Tmall 618, see how to start from \"new\" in the post-e-commerce era</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; background:transparent; }\n.wrapper{ overflow:hidden;word-break:break-all;padding:10px; }\nh1,h2{ font-weight:normal; line-height:1.35; margin-bottom:.6em; }\nh3,h4,h5,h6{ line-height:1.35; margin-bottom:1em; }\nh1{ font-size:24px; }\nh2{ font-size:20px; }\nh3{ font-size:18px; }\nh4{ font-size:16px; }\nh5{ font-size:14px; }\nh6{ font-size:12px; }\np,ul,ol,blockquote,dl,table{ margin:1.2em 0; }\nul,ol{ margin-left:2em; }\nul{ list-style:disc; }\nol{ list-style:decimal; }\nli,li p{ margin:10px 0;}\nimg{ max-width:100%;display:block;margin:0 auto 1em; }\nblockquote{ color:#B5B2B1; border-left:3px solid #aaa; padding:1em; }\nstrong,b{font-weight:bold;}\nem,i{font-style:italic;}\ntable{ width:100%;border-collapse:collapse;border-spacing:1px;margin:1em 0;font-size:.9em; }\nth,td{ padding:5px;text-align:left;border:1px solid #aaa; }\nth{ font-weight:bold;background:#5d5d5d; }\n.symbol-link{font-weight:bold;}\n/* header{ border-bottom:1px solid #494756; } */\n.title{ margin:0 0 8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 12.5px; color: #7E829C; margin: 0;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\nFrom Tmall 618, see how to start from \"new\" in the post-e-commerce era\n</h2>\n<h4 class=\"meta\">\n<a class=\"head\" href=\"https://laohu8.com/wemedia/27\">\n\n<div class=\"h-thumb\" style=\"background-image:url(https://static.tigerbbs.com/08f34cc62ee54134a6a68fe6538c26f8);background-size:cover;\"></div>\n\n<div class=\"h-content\">\n<p class=\"h-name\">华商韬略 </p>\n<p class=\"h-time smaller\">2021-06-17 23:10</p>\n</div>\n</a>\n</h4>\n</header>\n<article>\n<p>Let shopping return to the simplest and pure happiness. Last night, Tmall Happy Night ended successfully, presenting us not only a moment of gorgeous and gorgeous stage, but also a lot of profound business thinking.</p><p><img src=\"https://static.tigerbbs.com/73b05fbcdd3bf4e092f794953fcde5bf\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p><p>\"We have been thinking about whether there is any innovative way to play the commercial evening? What other ways can we explore some new paths? On the basis of retaining the singing elements, can we find some more fresh content?\" Wang Qin, the producer of this year's Tmall Happy Night, said in an interview with the media.</p><p><img src=\"https://static.tigerbbs.com/4200d36a11d1618fcff8e15a40c66891\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p>Seven years ago, the history of e-commerce evening was still a blank sheet of paper. No one knew how to do it, and there was no template that could be copied. With Tmall's creation of the first double 11 carnival night in 2015, the model of integration and innovation of \"entertainment party + e-commerce business\" began to rise.</p><p>In recent years, there are more and more participants in e-commerce parties. Although everyone is not exactly the same in time choice, from the perspective of form and content, it is more and more homogeneous. On the whole, it has a high degree of overlap with New Year's Eve parties, festival parties and other forms, so it is difficult for people to perceive the unique value of e-commerce parties.</p><p>Under the background of increasingly obvious homogenization, how to break the situation of e-commerce evening parties through form arrangement, stage interaction and content design has become a common problem faced by various e-commerce platforms.</p><p>On this question, the answer given by Tmall should give us a little new thinking. In 2018, Tmall Double 11 Party set up the ultimate prize, and the audience actively participated in the hope of becoming \"European Koi\". This design with high stickiness, high emotional investment and high participation was later imitated by peer e-commerce parties; Last year, Tmall pioneered live broadcast through the screen, brought Taobao live broadcast to the center of the stage, refreshed the new mode of the evening party, made the integration and connection between entertainment and e-commerce business closer, and further accelerated the evolution of e-commerce ecology.</p><p><b>This year's Tmall Happy Night reflects the \"new\" content design,</b>In addition to the singing and dancing interpretation of the all-star lineup, representatives of entrepreneurial new farmers were also invited to participate in the party program, so that the most dynamic group of entrepreneurs could get a bigger display stage and enrich the social value behind the party; The theme of the evening party is the core of \"happy\". Under the combined effect of programming, oral implantation, stage design and other factors, the concept of \"having fun watching and buying\" can be deeply rooted in the hearts of the people.</p><p><b>Looking at the \"new\" embodied in Tmall Happy Night from the perspective of business interaction,</b>The party set up six sub-stages corresponding to surprise gift-giving spaces and five life scene spaces, and skillfully put new products and new lifestyles on the stage to increase the immersive experience of on-site interaction; Interspersed with the innovative form of \"10,000 happy nights\", it aims to \"stage\" 10,000 Taobao live shows simultaneously during Tmall 618, so that every live broadcast becomes a small evening show.</p><p><img src=\"https://static.tigerbbs.com/dec52f9b0782850de082a90d1714a4c4\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p>Generally speaking, the core reason why this year's Tmall Happy Night can reach a new high and glow with new surprises is that it enriches the connotation of e-commerce evening, truly closely links the three parties of \"consumer-brand merchant-industry\", and makes all parties have fun and gain something.</p><p><b>For consumers, while enjoying the audio-visual feast, they can also learn more information about new products and new trends; For brands, they have a larger platform display, which can bring new customer groups and new increments; For the industry, it is an excellent platform for the latest industry trends to be exposed, which can effectively reduce the intermediate cost of infiltrating the public's mind.</b></p><p><img src=\"https://static.tigerbbs.com/c1232bf2cd81d6505917521c8317fe0f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p><p>This year's Tmall Happy Night takes \"Happy\" as its theme, which strengthens the connection with the audience from the emotional side; And how to do a good job in business side undertaking, the theme of Tmall 618 \"There are always new surprises in life\" provides the best answer. Creating new surprises for life is inseparable from the all-\"new\" attack on the business side of Tmall 618, and through business undertaking, consumers and brand merchants can be better empowered.</p><p><b>First of all, new brands continue to explode, ushering in new commercial increments.</b>250,000 new brands participated in Tmall 618, 2.5 times that of the same period last year; 13 million products are on the shelves, of which 1.4 million are new products for the first time; 8,200 new brands were unveiled, including classic domestic products and international brands that cooperated with Tmall for the first time, as well as new brands native to Tmall and Taobao; During the period from June 1st to June 15th, a total of 459 new brands in Tmall 618 won TOP1 in the segment industry. It can be found that Tmall 618's support achievements for new brands are very eye-catching in terms of quantity and quality.</p><p>In the past, in the field of daily consumer goods such as shoes and clothing, beauty and food, it was difficult and difficult for new brands to achieve large-scale sales in the short term. Under Tmall's new product strategy, the business trend began to turn, with Tmall New Product Innovation Center, Tmall Small<a href=\"https://laohu8.com/S/BBOX\">Black box</a>With the help of the brand, the research and development speed of new products has increased by 2-5 times, and the new products have become explosive products when they are launched, with the success rate of new products reaching 60%.</p><p>For example, the clothing brand Bosie, a new brand founded by a group of students from Peking University and Tsinghua University in 2018, has sales exceeding 100 million in less than two years after settling in Tmall. \"Tmall is equivalent to our platform-level partner,\" said Liu Guangyao, one of the founders of Bosie. Through the brand endorsement, accurate traffic and data empowerment of Tmall platform, entrepreneurial brands such as Bosie can grow rapidly.</p><p><b>Secondly, from the perspective of new industry trends, it can also be found that it was displayed during Tmall 618.</b>At the party scene of Tmall Happy Night, six sub-industries (food, beauty, home improvement, electricity consumption, automobile and clothing) appeared in the form of sub-stage scene space, showing the latest trend of the industry.</p><p>Take the consumer electronics industry as an example. With the outbreak of home demand and the general trend of consumption upgrading after the epidemic, consumers generally pay attention to<a href=\"https://laohu8.com/S/5RE.SI\">smart</a>Enjoyment, health and face value. In such a general trend, a large number of new brands have begun to emerge, such as Cloud Whale, Little Bear Home Appliances, Shark, etc.</p><p>At the same time, smart products are accelerating to approach consumers' lives. In the past three years, Tmall's online consumer electronics category of smart<a href=\"https://laohu8.com/S/300024\">Robot</a>Increase of 229%.</p><p><img src=\"https://static.tigerbbs.com/76069ca425e9939de42dc394101df967\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p><b>Finally, create a new way to play business, so that consumers and brands can share the benefits of shopping festivals.</b>If the \"authority\" of Tmall's list goes online, consumers follow the scientific big data to \"copy homework\", saving the tediousness of picking eye; The adjustment of pre-sale time, avoiding zero point, also makes consumers and brand merchants praise the convenience; In addition, the direct discount of multi-time distribution of full discount and 88vip additional subsidy benefits allows consumers to enjoy discount benefits in the simplest way.</p><p>With the superposition of new brands, new trends and new gameplay, Tmall has become the home stage to help consumers have a new life.</p><p><img src=\"https://static.tigerbbs.com/c69be423e5953e7ab01633291adb638f\" tg-width=\"800\" tg-height=\"214\" referrerpolicy=\"no-referrer\"></p><p>In addition to the embodiment of commercial value, Tmall Happy Night also highlights the social value thinking of the platform this year.</p><p>On the night of the party, there was a \"new farmer\" link setting full of highlights. In this session, the host interacted with four new farmers from different places. They brought seasonal vegetables from Shouguang, Shandong Province, red rice + salted duck eggs from Yuanyang, Yunnan Province, Ganzi matsutake from Sichuan Province, etc. High-quality agricultural and sideline products from places of origin appeared on the stage, which made people feast their eyes and inspired the urge to \"feast their mouths\".</p><p><img src=\"https://static.tigerbbs.com/51c556242d52fe4cce0a8d97fbc6675a\" tg-width=\"1000\" tg-height=\"667\" referrerpolicy=\"no-referrer\"></p><p>Behind these new farmers, they actually represent growers from all over the world, as well as various industrial belts. The development of rural economy is a hot spot in recent years, and Tmall is undoubtedly at the forefront in this respect.</p><p>This year's 618, Tmall launched the \"Direct Supply from the Source\" of the industrial belt venue. During the 618 period of Tmall, Xiaoer directly faced the place of origin, and sold 1.5 million pieces in the first hour of opening<a href=\"https://laohu8.com/S/LIZI\">Lychee</a>100,000 boxes of cherries, 800,000 lemons; In the third hour of opening, the live broadcast room of Huang Peihe, a succulent farmer in Yunnan, received more than 5,000 orders, and trucks loaded with kiwi departed intensively from Wugong County, Shaanxi Province.</p><p>From a consumer level, their need to \"eat well, fast and early\" is met; On the supply side, on the basis of helping to improve the new infrastructure of rural logistics, Ali guaranteed<a href=\"https://laohu8.com/S/000061\">Agricultural Products</a>\"Can go up and run far\" has solved the problem of \"the first mile\" of agricultural products entering the city.</p><p>As Zuo Chenming, a senior expert of Ali Research Institute, said, rural revitalization is a \"concerto\". In the process of accelerating catch-up of e-commerce in the west, policies, industries, infrastructure, talents and platforms are all indispensable factors. Among them, cultivating core industries is the top priority.</p><p>Tmall has clearly positioned itself as a service provider on the road to boosting the rural economy, and stimulated greater potential for the development of the industry through its mature platform appeal and better technical capabilities.</p><p>The successful conclusion of Tmall Happy Night not only represents a successful entertainment audio-visual party, but also the platform closely connects the relationship between consumers, brands and industries through innovation in form and content, and reaches an effective communication.</p><p>In addition, it enables new and old brands to grow better, enables consumers to choose more abundantly, leads the industry to break through the situation and find new growth points, helps the rural economy and other innovations undertaken by the business side, and also gives this party a \"new\" mind and connotation.</p><p>As the world's largest new brand incubation platform and the head player in the e-commerce industry, Tmall took Tmall Happy Night as the tipping point in the last wave of promotion node in 618, and handed over an excellent answer sheet with both heart and innovation.</p>\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/99cd66607b91f8f8a8c0f892e2e96a20","relate_stocks":{"09988":"阿里巴巴-W","BABA":"阿里巴巴"},"is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1105666914","content_text":"让购物回归最简单纯粹的开心。\n\n昨晚，天猫开心夜圆满落幕，给我们呈现的不止是片刻绚烂、华丽的舞台，还有许多深刻的商业思考。\n\n“我们一直在思考，商业晚会还有没有创新的玩法？我们还能从哪些方面去探索一些新的路径？在保留演唱元素的基础上，我们还能否寻找到一些更有新鲜感的内容？”今年天猫开心夜的制片人王琴在接受媒体采访时说道。\n\n七年前，电商晚会的历史还是一张白纸，没有人知道怎么去做，也没有能复制的模板。随着2015年天猫打造第一届双11狂欢夜，“娱乐晚会+电商业务”融合创新的模式，才开始兴起。\n近些年，电商晚会参与者变得越来越多，虽然大家在时间选择上并不完全相同，但从形式内容上看，却越来越呈现出同质化现象，整体看下来和跨年晚会、节日晚会等形式重合度较高，难让人感知到电商晚会的独特价值所在。\n在同质化愈发明显的背景下，电商晚会如何通过形式编排、舞台互动、内容设计实现破局，成为了各家电商平台所面临的共同难题。\n在这个问题上，天猫给出的回答应该能够给我们一点新思考。2018年天猫双11晚会设立终极大奖，观众们积极参与希望成为“欧气锦鲤”，这种高黏性、高情感投入、高参与度的设计，后来被同行电商晚会争相模仿；去年，天猫首创穿屏直播，将淘宝直播搬上了舞台中央，刷新晚会新模式，让娱乐与电商业务之间的融合与联系更紧密，进一步加速了电商生态的进化。\n今年天猫开心夜在内容设计上所体现出的“新”，除了全明星阵容的歌舞演绎，还邀请创业新农人代表参与到晚会节目当中，让最有活力的一群创业人得到更大展示舞台，丰富了晚会背后所体现的社会价值；晚会主题上更是高度扣题“开心”内核，在节目编排、口播植入、舞台设计等因素的综合作用下，让“看得开心，买得开心”这一理念得以深入人心。\n从业务互动看天猫开心夜所体现的“新”，晚会设立6大子舞台对应惊喜送礼空间和5大生活场景空间，把新商品、新生活方式巧妙搬上舞台，增加现场互动的沉浸感体验；其中穿插了“1万场开心夜”的创新形式，旨在让天猫618期间同步“上演”1万场淘宝直播秀，让每一场直播都成为一场小型晚会秀。\n\n总的来看，今年天猫开心夜之所以能够再创新高、焕发新惊喜，最核心的原因在于其更加丰富了电商晚会的内涵，真正做到了将“消费者—品牌商家—行业”三方紧密链接，并让各方都有所乐、有所获。\n对于消费者来说，在享受视听盛宴的同时，也能获知更多新商品、新潮流的信息；对于品牌方来说，它们有了更大的平台展示，能带来新客群、新增量；而对于行业来说，是最新行业趋势露出的绝佳平台，可以有效降低渗入大众心智的中间成本。\n\n今年天猫开心夜以“开心”为主题，是从情感侧加强了与受众的联系；而如何做好业务侧承接，天猫618“生活总有新惊喜”的主题则提供了最好解答。为生活创造新惊喜，离不开天猫618业务侧的全“新”出击，通过业务承接，更好赋能消费者和品牌商家。\n首先是新品牌持续爆发，迎来商业新增量。25万新品牌参与天猫618，是去年同期的2.5倍；1300万款商品上架，其中140万款是首次面世的新品；8200家新品牌亮相，包括第一次与天猫合作的经典国货、国际大牌，以及原生于天猫和淘宝的新品牌；在6月1日-6月15日期间，天猫618共计459个新品牌拿下细分行业TOP1。可以发现，不论是从数量上还是质量上，天猫618对新品牌的扶持成绩都是十分亮眼的。\n过去，在鞋服、美妆以及食品等日用消费品领域，新品牌想要实现规模化销售，是一件困难且短期内难以完成的事情。在天猫新品战略下，商业潮流开始转向，在天猫新品创新中心、天猫小黑盒等助力下，品牌的新品研发速度提升了2-5倍，新品上线即成爆品，新品成功率达到了60%。\n比如服饰品牌Bosie，这个由北大、清华一群学生2018年才创立的新品牌，入驻天猫不到两年销售额破亿。“天猫相当于我们的平台级合伙人”，Bosie的创始人之一刘光耀说道，通过天猫平台的品牌背书、精准流量、数据赋能，让Bosie这类创业品牌得以迅速成长。\n其次从行业新趋势角度，也能发现在天猫618期间得到展现。在天猫开心夜的晚会现场，六大细分行业（美食、美妆、家装、消电、汽车、服饰）以子舞台的场景空间形式出现，展示了行业最新潮流风向。\n以消费电子行业为例，随着疫后居家需求爆发和消费升级大趋势，消费者普遍注重智能、享受、健康以及颜值。而在这样的大趋势中，一大批新品牌开始冒头，比如云鲸、小熊家电、Shark等。\n同时，智能产品正加速走近消费者的生活当中，过去3年，天猫线上消费电子品类的智能机器人增长229%。\n\n最后是打造业务新玩法，让消费者和品牌共享购物节福利。如天猫榜单“权威”上线，消费者跟着科学大数据“抄作业”，省去了挑花眼的繁琐；预售时间的调整，避开零点，也让消费者和品牌商家都大赞方便；加上多时段派发满减优惠、88vip额外领取补贴福利的直接优惠，让消费者以最简单的方式享受到折扣福利。\n在新品牌、新趋势以及新玩法的叠加之下，天猫成为助力消费者拥有新生活的主场舞台。\n\n天猫开心夜除了商业价值的体现，今年也更加突显了平台的社会价值思考。\n晚会当晚，有一个“新农人”的环节设置亮点十足。在这环节中，主持人分别与4位来自不同地方的新农人进行了互动，他们分别带着山东寿光的时令蔬菜、云南元阳的红米+咸鸭蛋、四川的甘孜松茸等，来自原产地的优质农副产品在舞台上进行了亮相，让人大饱眼福的同时，激发了想“大饱口福”的冲动。\n\n在这些新农人的身后，其实代表着五湖四海的种植户，以及各类产业带。乡村经济的发展是近年来关注的热点，天猫在这一方面无疑走在了前列。\n今年618，天猫上线了产业带会场“源头直供”，小二们在天猫618期间直接面向原产地，开启的第1个小时，就卖出了150万颗荔枝、10万箱樱桃、80万颗柠檬；开启的第3个小时，云南多肉种植户黄培合的直播间就收到了5000多个订单，满载猕猴桃的卡车从陕西武功县密集发车。\n从消费者层面来说，他们“吃得好、快、早”的需求得到了满足；而在供给侧，阿里助力乡村物流新基建完善的基础上，保障了农产品“能上行、跑得远”，解决了农产品进城的“最先一公里”问题。\n如同阿里研究院高级专家左臣明所说，乡村振兴是一支“协奏曲”，在西部电商加速追赶的过程中，政策、产业、基建、人才与平台均是不可或缺的因素。这其中，又以培育核心产业为重中之重。\n天猫将自身清晰定位在提振乡村经济之路上的服务者，通过成熟的平台号召力和更完善的技术能力，为行业发展激发更大潜能。\n天猫开心夜的圆满落幕，代表的不仅是一场成功的娱乐视听晚会，更是平台通过形式、内容上的创新，将消费者—品牌—行业三者之间的关系紧密连接，达成了一次有效的沟通。\n此外，它让新老品牌得到更好成长、让消费者选择更加丰富、引领行业破局寻找新增长点、助力乡村经济等业务侧承接的创新，也赋予了这场晚会“新”的心智和内涵。\n作为全球最大的新品牌孵化平台、电商行业的头部玩家，天猫在618最后一波大促节点以天猫开心夜为引爆点，交出了一份既有心意也有新意的优秀答卷。","news_type":1,"symbols_score_info":{"BABA":0.9,"09988":0.9}},"isVote":1,"tweetType":1,"viewCount":3286,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0}],"defaultTab":"posts","isTTM":true}