中國網浪潮資訊  天貓雙11已不僅是全球消費者和商家的狂歡日，更是整個網際網路數字媒體們全情狂歡的盛會。10月20日零點開始，隨天貓雙11全球狂歡節預售啟幕，全網媒體流量紛紛涌入天貓，並將核心資源傾囊相授。

Tmall 11.11 shopping day is not only a carnival for global consumers and businesses, but also a carnival for the entire Internet digital media. In October 20th 11, time start from zero, with the Tmall global Carnival pre-sale activity’s curtain raised, the whole network flow media flocked to Tmall, and will teach the core resources.

　　這包含了百度、搜狐、網易、今日頭條等70余家國內主流數字媒體、合作夥伴，以及數百萬淘寶客、個人站長們，它們主動擁抱天貓雙11，共創全球狂歡節。天貓雙11連接了阿裏電商平臺和整個中國數字媒體生態的力量，和全網媒體一起賦能商家實現以大數據驅動的産品推廣、消費者運營和品牌建設。

This includes Baidu, Sohu, NetEase, today's headlines and more than 70 domestic mainstream digital media, partners, and millions of customers, personal webmaster, they take the initiative to embrace Tmall 11.11 shopping day, to create a global carnival. Tmall 11.11 connects Ali e-commerce platform and the power of the entire Chinese digital media ecology, and the whole network media together to enable businesses to achieve big data driven product promotion, consumer operations and brand building.

　　線上線下核心入口矩陣全覆蓋 流量、資源齊涌入

　　Online and offline core entrance matrix full coverage, traffic and resource influx

　　基於阿里巴巴集團佈局全網核心入口的媒體矩陣，在雙11這個商業聚合的週期，天貓及阿裏強大的商業能力吸引了全網流量和資源的涌入，為這場狂歡節打下了強大的全網流量基礎。

Media matrix Alibaba group layout of the whole network core entrance based on double 11 this commercial polymerization cycle, Tmall and Ali strong business ability has attracted the whole network traffic and resources into the whole network traffic a strong base for this carnival play.

　　這其中包括了入口、廠商、資訊、桌面、導購、工具類流量，以及社交最新趨勢的直播、視頻、紅人流量，同時，線上線下打通的OTT電視臺媒體資源也在不斷涌入，真正實現億屏同慶。

This includes the entrance, manufacturers, information, desktop, shopping guide, tools and social flow, the latest trends in the live video, the Reds flow, at the same time, through online and offline OTT television media resources are constantly influx, truly realize billion screen celebration.

　　全網流量涌入的背後，是更加豐富的場景覆蓋，這既包含了搜索引擎端的場景，無論是在流量份額上，還是通過品牌置換所形成的廣告位資源，都已經佔據了領先的位置；還包含與廠商聯運模式的創新嘗試，例如與OPPO等廠商合作，佔領的應用市場份額；更重要的是，與門戶、視頻等入口型媒體深入合作，有效實現這些媒體資源的合理配置，幾乎吸引到了全網流量和場景。

Behind the whole network traffic into, is more abundant in scene coverage, which includes a search engine side of the scene, both in traffic share, or through the replacement of brand advertising resources, has occupied the leading position; but also includes innovation and firm transport mode attempt, such as cooperation with OPPO and other manufacturers, occupied the market share of the application; more importantly, with the portal, video and other media into the mouth in-depth cooperation, effective realization of the rational allocation of the media resources, almost the whole network traffic and attracted to the scene.

　　同時，在內容行銷的大潮流中，阿裏也通過與今日頭條的內容深度合作，搶佔了市場先機和份額。

At the same time, in the trend of content marketing, Ali also through the depth cooperation with today's headlines, seize the market opportunities and share.

　　對於消費者來説，這樣全網覆蓋營造了狂歡節的濃烈氛圍，用戶的購物行為不再單純存在於購物平臺，在社交、娛樂、新聞等場景下無處不在的滿足購物體驗。

For consumers, this full network coverage to create a strong atmosphere of the carnival, the user's shopping behavior not only exists in the shopping platform, everywhere in the social, entertainment, news and other scenes to meet the shopping experience.

　　全網參與凸顯雙11巨大的商業價值

　　Whole network participation highlights 11.11 day’s huge business value

　　實際上，全情擁抱天貓雙11全球狂歡節的不止于線上流量，線下場景也早已蓄勢待發。天貓雙11全球狂歡節期間，每天惠等近10萬家門店、全國400所院校及數萬名代理都將是雙11狂歡節的助推器。

In fact, all embracing the Tmall 11.11 global carnival is more than online traffic, and the offline scene is already ready. During the Tmall double 11 global carnival, nearly 100 thousand stores per day, 400 universities in the country and tens of thousands of agents will be the booster of the double 11 carnival.

　　全網媒體齊聚天貓雙11，不僅僅給商家帶來了前所未有的龐大流量，更值得關注的是，無數品牌和商家通過雙11狂歡節，收集到了數以億計消費者瀏覽、收藏店舖；加購物車、購買商品；評價關注店舖，沉澱店舖忠誠粉絲；不斷累積用戶，獲得店舖和品牌消費者資産不斷增長。

The whole network media gathered in Tmall 11.11 shopping day, not only bring huge flow of hitherto unknown, more concern is that many brands and businesses through the 11.11 shopping carnival, collected hundreds of millions of consumers browse, collection of shops; plus the shopping cart, the purchase of goods; evaluation of injection shop, store loyalty fans accumulated precipitation; users to obtain, store and brand of consumer assets growing.

　　天貓雙11及其背後的阿裏經濟體，正在促使用戶、媒體、品牌以及平臺在這場全球購物狂歡節中形成新的價值關係。

Tmall 11.11 and the Ali economy behind it are prompting users, media, brands and platforms to form a new value relationship in the global shopping carnival.

　　（作者 張淵 李斌 報道 翻譯 宓文文）

來源： 中國網    | 作者： 張淵 李斌 報道 翻譯 宓文文    | 責編：胡金    審核：張淵

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