Alibaba 2016 The First Double 11 Business Protection Will Play A Comprehensive Interpretation Of Marketing

Recently, the Alibaba business unit joint group headquarters started in Guangzhou. Double 11 Merchant Protection Association. It is reported that with the double 11 protection will be released this year, there are also "2016 pairs of 11 preparations for war white paper" The white paper is on the double 11 period. Marketing Interpretation of play, rules of activity, system support, customer service and after-sale services has provided a systematic and omni-directional guarantee for businesses.

　　 Technological innovation promotes double 11 service guarantee upgrading

The white paper shows that the key words of business protection in 2016 can be summarized as: energy and energy 11. In addition to the usual system guarantee in previous years, this year, Alibaba business and business department has carried out all-round upgrading and innovation in Wang Pu, customer service ecology, micro / wireless, 1000 person thousand noodles shop and energy store, so as to ensure that merchants have more autonomy in the promotion.

Take Wang Pao as an example. In June this year, the Ministry of Commerce launched a new version of intelligent shop. On the basis of the original functional modules, it upgraded the decoration of wireless terminal shops. Through the PC terminal and mobile terminals, a unified renovation of the backstage, effectively solve the problem of cross background operation, and improve the efficiency of shop decoration.

In terms of customer service protection, this year, double 11, Ali will open for the first time a series of new tools and services, including intelligent customer service plug-ins, 1 to 1 video interaction, customer service outsourcing cloud SaaS system, interactive service windows, customer service arena. Using AI technology and data mining technology, customer service online product demo and real-time monitoring customer service outsourcing data can be effectively realized. Through the use of tools, customer service response speed can be increased by 50% than originally.

At the same time, in 2016, double 11, Alibaba will also carry out omni-directional and full channel bonus empowerment to all offline stores to help businesses achieve the same shopping mark and linkage, enhance the sales and sales efficiency of the stores, open the cloud shelves and push the consumers to scan the code to reduce the lost rate of the missing color codes.

　　 Energy double 11, businesses prepare for full start

At the Guangzhou Security Association, the heads of the business disclosed to the merchants the pace of preparing for double 11 this year: August 18th -25 is the stage of registration and announcement for investment promotion; September 20th -10 27, will enter the commodity declaration stage, including the declaration of pre-sale and spot goods; after the declaration is completed, merchants can enter the undertaking page to decorate and report materials, and conduct a comprehensive pre heating in November 1st.

In conjunction with the white paper, the business leaders of the business division also shared topics on how to enhance the store's transformation, marketing gameplay, Wan Tong celebration, gall play and service preparation guide, and so on, so as to provide dry goods for the upcoming double 11. 11

It is reported that a large number of businesses have opened double 11 preparation plan in the second half of this year. In order to enable businessmen to better prepare for the double 11, in addition to Guangzhou, Ali business division will open the Shanghai, Beijing and Hangzhou field guarantee sessions in the following week, and through the one-stop business office platform, the thousand cattle will broadcast live videos on the "double power" series of double 11 topics. The topics include how to make new and old fans interact, how to use multimedia tools to play the content, and how to improve the conversion rate of the inquiry. At that time, merchants can ask questions and get answers from thousands of cattle to industry experts in real time.

In addition to the business guarantee, this year's double 11 system security is steadily upgrading at the technical level. The pagoda provides a safe and reliable cloud infrastructure for the Taobao ecosystem service providers / merchants. The open platform flexibly configuring the order driven strategy for the service providers, and realizes data security and encryption.

Zhang Kuo, general manager of the business department of Ali, said that the annual double 11 will be a comprehensive challenge to Alibaba and all businesses. Ali will invest in the latest technology and resources to provide the business / service providers with the support for war, and help everyone on the online retail level.