Double 11 Merchants Have Fully Adopted AI Technology! Alimama's Two Major AI Products Serve Millions of Merchants

baoshi.rao

As the 2023 Double 11 countdown begins, all businesses are about to experience the year's biggest surge in operational momentum.

As early as the September m Summit, Alimama had already kicked off the Double 11 campaign, unveiling the new operational framework of Taobao's three centers and sharing key resources and capability enhancements for current Taobao e-commerce operations. A month later, Alimama provided a systematic promotional strategy for the event and released over 3 billion RMB in heavyweight subsidies. This year's Double 11, Alimama has upgraded its approach to 'multi-frequency quick wins' around the three centers, further driving merchants' multi-wave, long-term progressive growth during the Double 11 period.

As merchants invest in preparing for Double 11, Alimama has released a Double 11 investment guide, highlighting the key investment trends for merchants. As a heatmap for promotional operations, this often reflects the progress of mutual efforts between merchants and the platform.

Data shows that merchants have already secured core resources for Alimama's two major AI advertising products, AI intelligent creative products, and over 30 operational plans during Double 11, gaining early access to the incremental benefits of the three centers—store, live streaming, and content.

A clear signal this year is that Double 11 marks the first time merchants can fully enjoy the dividends of AI technology. AI capabilities are also reflected across Alimama's major product segments. The 'multi-frequency quick wins' operational rhythm focuses on scientifically arranging business points around the three centers' incremental benefits, with operational capability improvements centered on AI, creating a dual-engine for merchant growth through two major products. 01

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white-space-collapse: preserve; display: inline; background: rgb(249, 250, 251);">阿里妈妈打出AI组合拳，双引擎推动AI红利<p style="margin-top: 0px; margin-bottom: 28px; padding: 0px; box-sizing: border-box; outline: 0px; border-width: 0px; border-style: solid; border-color: rgb(229, 231, 235); --tw-shadow: 0 0 #0000; --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(41, 110, 228, 0.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000; line-height: 32px; text-align: justify; color: rgb(59, 59, 59); word-break: break-word; font-family: "PingFang SC", "Microsoft YaHei", Helvetica, "Hiragino Sans GB", "WenQuanYi Micro Hei", sans-serif; letter-spacing: 0.5px; text-wrap: wrap; background-color: rgb(255, 255, 255);">这个双11，阿里妈妈全新发布的两大AI产品——万相台无界版和阿里妈妈百灵，全面落地应用，贯穿商家的全周期经营链路，推动技术红利落地。<p style="margin-top: 0px; margin-bottom: 28px; padding: 0px; box-sizing: border-box; outline: 0px; border-width: 0px; border-style: solid; border-color: rgb(229, 231, 235); 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line-height: 32px; text-align: justify; color: rgb(59, 59, 59); word-break: break-word; font-family: "PingFang SC", "Microsoft YaHei", Helvetica, "Hiragino Sans GB", "WenQuanYi Micro Hei", sans-serif; letter-spacing: 0.5px; text-wrap: wrap; background-color: rgb(255, 255, 255);">在精准人群推广方面，基于DEEPLINK人群运营方法论，帮助商家综合提升人群运营效率。截止目前精准人群推广「人群方舟」客户增长超150% ，在大促同期商家投资意愿翻倍增长，人群方舟助力商家拉新效率提升超55%。即将出炉的“多目标组合策略”玩法，人群拉新转化两手抓!参考同行标杆数据智能调配预算，以行业<span class="spamTxt" style="margin: 0px; padding: 0px; box-sizing: border-box; outline: 0px; border-width: 0px; border-style: solid; border-color: rgb(229, 231, 235); --tw-shadow: 0 0 #0000; --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(41, 110, 228, 0.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000;">最佳经营方案，帮助商家综合提升人群运营效率。<p style="margin-top: 0px; margin-bottom: 28px; padding: 0px; box-sizing: border-box; outline: 0px; border-width: 0px; border-style: solid; border-color: rgb(229, 231, 235); --tw-shadow: 0 0 #0000; --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(41, 110, 228, 0.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000; line-height: 32px; text-align: justify; color: rgb(59, 59, 59); word-break: break-word; font-family: "PingFang SC", "Microsoft YaHei", Helvetica, "Hiragino Sans GB", "WenQuanYi Micro Hei", sans-serif; letter-spacing: 0.5px; text-wrap: wrap; background-color: rgb(255, 255, 255);">另外，在消费者运营能力上，10月提前蓄水新客，复购率可达到80%;货品运营场景下，新品10月份提前冷启动投放，爆发周期系数1.6倍;活动运营大促爆发较之前快2倍，店铺运营场景ROI对比自投超15%，年成交十万/百万的商家超千个。<p style="margin-top: 0px; margin-bottom: 28px; padding: 0px; box-sizing: border-box; outline: 0px; border-width: 0px; border-style: solid; border-color: rgb(229, 231, 235); --tw-shadow: 0 0 #0000; --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(41, 110, 228, 0.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000; line-height: 32px; text-align: justify; color: rgb(59, 59, 59); word-break: break-word; font-family: "PingFang SC", "Microsoft YaHei", Helvetica, "Hiragino Sans GB", "WenQuanYi Micro Hei", sans-serif; letter-spacing: 0.5px; text-wrap: wrap; background-color: rgb(255, 255, 255);">通过在消费者、货品、店铺、活动和内容营销等场景打出的一系列AI能力提升组合拳，也为在大促周期内，商家经营能力实现实现人群破圈更快、新品/潜力爆品成长更快、店铺层级突围更快、活动爆发力更快、内容红利抢占更快打下基础。<p style="margin-top: 0px; margin-bottom: 28px; padding: 0px; box-sizing: border-box; outline: 0px; border-width: 0px; border-style: solid; border-color: rgb(229, 231, 235); --tw-shadow: 0 0 #0000; --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-width: 0px; --tw-ring-offset-color: #fff; --tw-ring-color: rgba(41, 110, 228, 0.5); --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-shadow: 0 0 #0000; line-height: 32px; text-align: justify; color: rgb(59, 59, 59); word-break: break-word; font-family: "PingFang SC", "Microsoft YaHei", Helvetica, "Hiragino Sans GB", "WenQuanYi Micro Hei", sans-serif; letter-spacing: 0.5px; text-wrap: wrap; background-color: rgb(255, 255, 255);">同时基于AI时代数智经营的发展路线，阿里妈妈推出全新3大AI计划——“万相更新·AI人群破圈计划”、“万相更新·AI新品速爆计划”和“万相更新·AI搜索金榜计划”。针对这三大计划，融合智能和可控的AI产品能力，在人、货、场全方位，满足商家在大促关键时期不断变化的营销需求和不断进阶的推广体验。

Launched for the first time, the 'Wanxiang Update·AI Crowd Expansion Plan' has garnered immediate attention. It enables intelligent and controllable omni-channel seeding and new customer acquisition. Tests show it boosts interest-based new customer conversion rates by 55% and first-purchase new customer conversion rates by 20%. The 'Wanxiang Update·AI New Product Explosion Plan' delivers optimal strategies for new product launches, helping a women's clothing brand achieve over 110,000 exposures and complete cold-start for new products in less than a day. The 'Wanxiang Update·AI Search Ranking Plan' identifies core opportunity keywords for search channels, facilitating rapid sales during promotions. Upon release, it attracted over 100 industry brands to sign up for beta testing. Currently, these three AI plans are about to be officially launched, and merchants can look forward to them.

Meanwhile, nearly 750,000 merchants are using Damo Panel for audience, product, and content insights, generating advertising strategies based on AI models. The platform has also integrated with the AI advertising product Wanxiang Wujie, launching a new performance serialization feature. The first batch of merchants to test it saw a 62% increase in ROI compared to previous plans.

Additionally, another brand marketing AI product, Alimama Bailing, offers ten powerful scenario resources including Brand Spotlight, Promotion Specials, UD Brand-TOP, UD Brand-Super Omni-Channel, and UD Brand-Super Special-WeChat Moments PDB, helping merchants win new growth opportunities across all channels.

Nearly a thousand industry brands have secured limited spots for 'Brand Spotlight,' acquiring its innovative 'One-Click Follow/Coupon Series' templates.

Hundreds of industry-leading brands have secured 'ShowMAX' slots to enhance follow-up investment efficiency. Lock in 'TOPSHOW' positions to gain a competitive edge in capturing consumer attention. Many brands have already utilized UD's 'Super Omni-Channel' and 'TOP, All-Round Ace' to secure premium media resources, with only a few limited spots remaining. The Double 11 'Promotion Special' empowers brands to capitalize on critical marketing moments, driving continuous sales momentum.

02

AI Boosts Creative Efficiency, Fully Applied in Promotions

Beyond decision-making and ad placement, AI-driven creative productivity enhancements are a key focus during this promotional period, serving both live-streaming acceleration and content expansion. Currently, over 4 million merchants have adopted AI creative tools, making it an indispensable assistant for content production.

Creative content generated by AI technology not only accurately represents products but also increases the average click-through rate by over 50%. Compared to content created by merchants themselves, some AI-generated materials can boost performance by up to 204.4%.

For Taobao's millions of content creators, AI-powered tools like the AI imaging platform 'Wanxiang Lab' have been adopted by over 100,000 merchants since its launch, improving image production efficiency by five times.

Alimama's intelligent video editing technology features smart segmentation capabilities across 16 industries, covering more than 200 industry-specific scripts. This technology increases individual editing productivity by five times, with an approval rate 30% higher than the industry average. For example, Hongxing Erke used this technology to produce 40 videos, with creative costs accounting for only 2.5% of their marketing budget while maintaining the same performance.

Additionally, a drawing and editing tool with over 20,000 templates across 58 categories has shown that videos achieve a 73% higher CTR compared to images.

Other AI-powered tools like Taobao Bricks, AI models, and AI live streaming rooms have been widely adopted, with over 4 million merchants now using AI creative technologies.

In previous years, major shopping festivals like Double 11 primarily focused on consumer-side changes, such as simplified coupons and promotions. This year, however, the emphasis is on enhancing merchant capabilities through 'AI decision-making, AI ad placement, and AI creativity,' making promotions simpler for businesses.

With continuous algorithm improvements, AI can now meet merchants' marketing needs across various stages—customer acquisition, product launches, and promotions—ensuring more precise and efficient ad placements. Public data shows that AI-driven ad placements have achieved over 90% ROI certainty, significantly outperforming manual optimizations that typically yield double-digit ROI improvements.

For Alimama, the Double 11 period serves as the ultimate stress test for its AI implementation capabilities. Simultaneously, merchants can achieve growth through more precise business strategies enabled by AI-powered operational tools.

This Double 11 witnesses the large-scale commercial application of AI models and related products, which can efficiently handle decision-making, ad placement, and content creation. This makes AI technology universally accessible to all merchants without barriers, enabling frequent quick wins and capturing incremental benefits across three core areas.

Beneath simple interfaces often lies immense complexity, while sophisticated technological achievements ultimately simplify fundamental business logic. This Double 11 marks a new beginning - let's anticipate merchants' first 'AI-powered Double 11' experience.