Exceeded that of last year's double 11; 8 hours and 55 minutes, the transactions Special Database guided by Taobao live broadcast exceeded 10 billion; 50% of merchants gained new growth through live broadcast, and the transaction brought by live broadcast was nearly 20 billion. Before that, Taobao live broadcast became the standard for brand merchants. This consumption scene completely belonged to the mobile Internet era brought consumers a sense of freshness belonging to the new consumption era. The Special Database richness of scenes and elements has been integrated into the e-commerce festival, which has changed the situation of only retail shopping carnival in the past.
From the perspective of the whole industry, Tmall's approach is to bring the e-commerce festival from a "single landscape zone" to a "whole Special Database landscape". Landscape" process. In the era of information explosion and product explosion, consumers with difficult choices care more about the "form" of selling goods, and this was originally the reason for the emergence of new consumption concepts. Not only live broadcasts, there are also some "side dishes" on Tmall Double 11. For example, the direct supply model of agricultural bases is rich in categories, and it is also a Special Database manifestation of Alibaba's social responsibility (helping to get rid of poverty and become rich, the sales of agricultural products on the whole platform exceeded 7 billion yuan on Double 11).
However, from the perspective of new consumption, the original ecological and Special Database healthy lifestyle that is emerging today has a direct connection with "agricultural products". Another example is "Green Double 11, which everyone can participate in." In addition to the sale of products such as energy saving and environmental protection, 20 million people online pledged to join the Double 11 Green Action, and Cainiao's "Back to Box Plan"... These concepts are in line with contemporary consumption Special Database concepts. Seemingly unrelated content such as live streaming, agricultural products, etc., can be unified under the "new consumption" experience.