World Internet Business Yang Yuexin
Editor Wang Shiqi
The “metaverse” of the mobile Tmall App is here.
On October 27, the fourth day of Tmall Double 11, the new version of mobile Tmall Enjoy was officially released, and the 3D shopping function was launched, which will become a normalized experience. Kong Wu, the person in charge of the mobile Tmall app, said, “3D shopping must be the future trend.” The mobile Tmall side revealed that the conversion rate of 3D products is at least 1% higher than that of non-3D products, and the new version of 3D space can increase the length of stay of users. , which all provide imagination for future commercialization.
It is worth noting that this time, several core leaders of the mobile Tmall App attended the press conference and jointly accepted media interviews. The importance of this App upgrade to its team is evident.
The commercialization of the metaverse concept and VR (virtual reality) and AR (augmented reality) technologies in the e-commerce scene not only creates a new field for brands to connect with the younger generation of consumers, but also seems to hide Alibaba’s exploration of the future of e-commerce. Form of “ambition”.
Go shopping in the Tmall App “Metaverse”
At the press conference, Dayuan, the product manager of Tmall Mobile, introduced that the 3D shopping of the new version of Tmall App includes 3D space, AR experience, 3D equipment library, digital works, 3D scene experience and six product capabilities of Maoxiang Boutique. Users can enter the 3D world through the “any door” on the second floor by pulling down the homepage of the Tmall App without the aid of an external device, and experience virtual shopping, exhibitions and camping.
During the on-site experience of the press conference, the reporter found that consumers can view product details 360 degrees in the 3D space, try on watches and jewelry through AR, or select different styles of mobile phones, home appliances, beauty products and other products in front of the 3D container . These features can help consumers speed up the shopping decision-making process, Daywan said.
In scenes similar to 3D games, consumers can see the grass, lakes and mountains in the virtual forest without wearing VR glasses, switch between different environments such as sunset and fire in the middle of the night, and can also simulate matching, selection and placement in the scene. tents, canopies, tables and chairs and other outdoor camping products.
In addition to shopping, the mobile phone Tmall 3D World provides consumers with the first batch of 50 digital works, priced from 9.9 yuan to 49.9 yuan, as well as exhibitions of new products from different brands. For example, this year’s Tmall Double 11 has launched Vacheron Constantin Watch Fair, Van Gogh’s “Sunflower” oil painting exhibition, Xiaopeng flying car “test drive” and Yushu robot dog and other black technology products.
Tao Qing, product manager of the mobile Tmall APP, said that the team began to develop 3D shopping functions in February this year, and the new version of mobile Tmall Xiang was officially launched on October 27. Coinciding with the arrival of Tmall Double 11, whether the 3D function can run smoothly on the mobile phone, how consumers experience it, and its actual effect on brand marketing and sales growth, still needs to be tested by the Tmall Double 11 “training ground”.
“I hope Tmall is a fun and fun 3D community”
Kong Wu said that the 3D shopping function is not only a service for this year’s Tmall Double 11, but a long-term project that Tmall is trying to explore. In the future, it will continue to update and iterate according to consumer needs. “We hope that the mobile Tmall app is not only a simple and easy-to-use shopping app, but also a 3D community that is fun and easy to browse.”
What business opportunities can 3D capabilities bring to brands?
Sora, head of the mobile phone Tmall APP market, told the World Online Business that the 3D function has created a new “metaverse” scene for brand marketing. Brands use mobile VR technology to create their own super X space on mobile Tmall, which can integrate product function experience, hold brand exhibitions, or hold press conferences at major nodes and other marketing methods.
At present, Tmall App has reached cooperation with more than 20 brands such as Estee Lauder, SKII, Xiaopeng Motors, etc., trying to release digital works in the X space of the brand. At this stage, we will focus on breaking down categories that are strongly related to specific scenarios, such as home appliances and camping.
“The small scene after the release of our 13.0 version can help the brand to build the foundation for the operation of the metaverse era in the future. Let’s make a sample first, so that the brand can see what the current ceiling of this technology is on the mobile client, and it may be possible in the future. become a routine operation and maintenance unit,” Tao Qing said.
When Sola communicated with the brand, he found that the common marketing pain point of the brand is the lack of new forms to reach more subdivided people. During the hot period, various attempts will be made to store water for the acquisition of target users.”
In addition, due to the impact of the epidemic, offline exhibitions and activities of the brand have been subject to many restrictions, and the 3D function of the mobile phone Tmall can provide a new venue for the brand’s content dissemination online.
“We are willing to make early investments for these experiences that are not yet very certain, pay some tuition fees, and try out the right path to allow more merchants to enter more easily.” At present, the cooperation between mobile Tmall and brands is still mainly Focusing on the marketing level, in the long run, it still has to fall on the actual business level to bring business growth to the brand
Tao Qing revealed that the “KPI” that the team has set for himself is that the conversion rate of 3D products should be higher than that of non-3D products, at least 1% higher, which means that the brand’s GMV will increase by at least 1%, and the rich content of 3D space will also increase. It will increase the user’s stay time.
In October last year, Tmall supermarket and import and export business group were upgraded to B2C retail business group. Four months later, Tmall’s self-operated business “Maoxiang Self-operated” was launched, and then the new version of Xiangxiang with 3D function was launched this time. Tmall seems to be becoming a test field for Ali to test the waters of new businesses.
Kong Wu mentioned that in the market research in the early stage of 3D function development, a senior user of Tmall mobile phone said that he felt that the relationship between himself and Tmall mobile phone was like an old couple. Although they were very familiar and close to each other, it seemed A little less fresh. This is so impressive.
To a certain extent, creating a differentiated experience from other platforms with the help of 3D functions is also one of the goals of mobile Tmall. “We plan to use 3-5 years to solidly explore new experiences, build key capabilities, and bring more users and business growth through spiral evolution.” Empty no indication.
After live streaming, can 3D function become the next trending form of Chinese e-commerce? The mobile Tmall team is quite cautious about this, but it does not deny that this is one of the paths for Alibaba to explore the future of e-commerce.