According to Alibaba, the profits from the Double 11 Gala’s hard advertising will be given back to consumers in the form of red envelopes. In addition, Alibaba Group's major entertainment sectors, including Heyi Group (Youku Tudou), Tmall Magic Box, Xiami Music, UC Browser, Tmall Client and other platforms, will form a linked live broadcast matrix for the 2016 Double 11 Party.
Tmall’s “Double Eleven” enters its 8th year this year. In the "Double Eleven" carnival party first launched in 2015, "House of Cards" President Kevin Spacey made an unexpected appearance, and Jack Ma 007 teamed up to hunt for treasures. Alibaba assembled entertainment resources comparable to the Spring Festival Gala to help online Consumption. ?
According to Ying Hong, the 2016 Tmall “Double Eleven” carnival nightclub planner and Aliyu general manager, this year’s “Double Eleven” will not only introduce a more international production team and star lineup, but also The interactive experience will be strengthened. Alibaba Group’s major entertainment sectors, including Heyi Group (Youku Tudou), Tmall Magic Box, Xiami Music, UC Toutiao, Amap and other platforms, will form the joint live broadcast matrix of the party. In addition, we will also try to deeply integrate brands and programs, and explore innovative Internet content marketing models such as "cross-screen entry into stores and real-time interaction". ?
“I have spent most of my life in the live TV room or the director’s room.” At the press conference, David Hill introduced himself through a video. He said that he had supervised for more than 20 years. The "Super Bowl" in the United States, and is responsible for the production of classic TV programs such as the 88th Academy Awards and "American Idol". I am very much looking forward to cooperating with the Alibaba team. It is reported that David will fly to China soon to start work. ?
The exclusive naming rights of this party were bought by Shanghai Jahwa for 100 million yuan. Guo Dingqi, general manager of Shanghai Jahwa’s digital marketing division and e-commerce company, said that as the first special partner, all of Shanghai Jahwa’s brands (including Herborist, Gaofu, Liushen, etc.) achieved the highest sales volume on the entire network during the 2015 “Double Eleven” last year. It exceeded 100 million yuan, an increase of more than 300% compared with the "Double Eleven" in 2014. This year, as the exclusive naming partner of the "Double Eleven" party, we will effectively use our channel control to carry out marketing activities such as online and offline celebrations in thousands of stores. ?
Dong Benhong, chief marketing officer of Alibaba Group, said that Shenzhen is at the forefront of innovation and entrepreneurship and is oriented to Southeast Asia. Holding this year's "Double Eleven" party in Shenzhen represents Alibaba's promotion of global quality life. strategic direction.