Alibaba Vice President Jia Luo: Alimama 618 helped stores increase new purchasing users by more than 140%

"During this year's 618, Alimama guided the number of new purchasing users to increase by more than 140% for stores , and the people-centric consumer operation transformation has begun to show results. " Alibaba Vice President Jia Luo said on the 9th that the combination of "demand intelligent investment, full-area delivery, and innovative tools" has greatly solved the marketing pain points of merchants, helped brands reduce costs and increase efficiency, and achieved super-linear growth.

During every big consumer promotion , brands and businesses will prepare abundant marketing resources in the hope of generating buzz and attracting more consumers. However, marketers have always faced two major challenges. On the one hand, communication touchpoints are becoming more diverse, and it is difficult to pursue, attribute, and coordinate during the big promotion period. Different delivery plans need to be built, which is a heavy workload . On the other hand, there are many marketing methods, and marketing efficiency and effectiveness need to be improved urgently .

"Global intelligent marketing is the key to improving marketing effectiveness . " Jia Luo believes that the core of brand advertising in the digital age is full-link digitization , and Alimama is shifting from traffic operations to people-centered consumer operations to help brands accumulate the most valuable consumer assets and brand influence . " During the 618 period, Alimama guided the number of new purchasing users to increase by more than 140% , achieving super-linear growth . "

Di Fei, chief investment officer of GroupM China, a media and communication agency with many brand clients, also expressed his recognition of the digital marketing solution . " By co-building effective data technology with Alimama, GroupM provides customers with product innovations that are closer to the brand business perspective, making the return on each marketing investment more predictable, measurable, and optimizable , thereby effectively helping brands improve operational efficiency . "

Founded in 2020 , Xiaolu Lanlan, a professional brand of Internet baby food , regards the growth of new customers as one of the most important goals in the current marketing stage . "We need to improve user value output through insights into consumer needs, consumption habits, behavioral interests, etc. , and efficiently attract new customers. At the same time, we can also track and review each marketing investment, which is more conducive to marketing investment. " said Li Ziming, CEO of Xiaolu Lanlan .

(Photo: Xiaolu Lanlan preparing goods)

Based on the needs of merchants, during this year's 6.18 , Alimama has comprehensively upgraded its product technology, operation methods, ecological strategy and other fields , and launched a combination of "demand intelligent investment, global delivery, and innovative tools". Through one-stop global intelligent marketing, while helping merchants to accurately convert consumer groups, it also realizes the return and sedimentation of data from the entire network. Customers can see and operate it in the background, providing strategic support for further optimization of delivery in the future and improving the overall marketing chain efficiency. " During the 6.18 period, with the same budget, the transaction volume guided by advertising through demand intelligent investment increased by an average of 21%."

"From May 24 to 31, through the Alimama in-site channels, Anta's cumulative exposure exceeded 150 million times, an increase of 37% year-on-year, fully accumulating energy for the event . The sales on the opening day exceeded the total sales of last year's three days. " Anta brand vice president and CMO Zhu Chenye said that with the support of Alimama's omni-domain intelligent marketing , marketing can accumulate corresponding consumer digital assets, which is conducive to merchants to conduct consumer operations more targeted and improve efficiency.

Jialuo said that in order to better help merchants achieve digital marketing and reduce costs and increase efficiency

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