If "double 11" is a cheap Carnival of Ali, then "double 12" is a big experiment.

Taobao yesterday announced the "double 12" game in Beijing. During the event, Taobao will provide 100 million yuan cash reward to encourage consumers to share shopping.

According to the analysis, Taobao is pushing the "nationwide shopping guide" in addition to marketing, and more importantly, it gradually enhances the social attributes of the platform.

Taobao's "double 12" launched the whole nation.

In addition to social marketing, it also promotes platform innovative products and changes the image of low-end goods.

In the development strategy announced yesterday, Taobao said that promoting product upgrading for sellers is the key direction of development, including three major businesses, namely, self brand, cloud guide shopping and C2B2M.

Increasing the social attributes of e-commerce has become a new trend.

Currently, including

Street, Xiao Hong and other social networking providers began to exert their strength.

Taobao has started its social networking layout.

In September, Taobao Mobile announced the launch of a content open plan to provide premium content creators and agencies on the platform.

This is interpreted by the industry to provide consumers with personalized scenarios.

In October, Alipay also joined the "life circle" business in the new version.

Big enough

There is no shortage of shopping guide websites.

This year, "double 12", Taobao began to do its own shopping guide through cash reward.

100 million yuan shopping sharing award has become the highlight of this year's "double 12" game.

According to the rules of activities, on December 7th -12, consumers can create "my list" by recommending products on Taobao mobile or inviting friends, and the list can be shared with friends or through social media.

When the goods recommended by my list are bought and confirmed by the consumer, the small partners who join the list can share the money together after the "double 12", and the bonus will continue to rise as the number of recommended goods is increased.

At the same time, Taobao mobile will also fully develop the social relations of consumers themselves.

Ali is still doing enough articles on regular projects like red envelopes and full return.

On the day of "double 12", when a consumer buys a product to participate in activities, if a single order is paid in full, it will receive a cash bonus after payment is successful.

It is understood that this year's "double 12" shopping volume will not be fully capped, so that "every full return."

Wang Xiaoxing, an analyst at Analysys International, thinks Taobao has always wanted to be social. "Taobao platform has always wanted to do ecology after growing up, but it has been lacking in social aspects."

In Wang Xiaoxing's view, social attributes will enhance the stickiness of platform consumption, especially for the "post-90s" and "00 after" main consumption groups who grow up.

Taobao marketing director Xia Ji said at the same time, Taobao has more than 5000 "net red" above. They have at least 100 thousand fans on Sina micro-blog, "the value of their fans can be achieved through Taobao on goods".