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<script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{"tag":"share_1","bdSize":32,"bdCustomStyle":"http://ats.taiwan.cn/homepage2021/css/bgBdShare2021.css"}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div> </div> <div id="bdShareBtn"></div> </div>  </div> <div class="contentArea"> <div class=TRS_Editor><p align="justify">　　中新網11月14日電 2018年天貓雙11以2135億成交額刷新了記錄。此次雙11，購買旅行商品的用戶也同比增長了30%，充分彰顯了年輕人“去玩”的意願。</p> <p align="justify">　　這也是阿里巴巴旗下旅行品牌飛豬自今年10月成立新旅行聯盟合作後的首個雙11。對於加入了新旅行聯盟的商家來說，此次雙11也是銷售產品、獲取新用戶、展示和推廣品牌的重要契機。除了飛豬平臺雙11的各種玩法之外，滿足這些訴求的一大亮點，當屬飛豬的直播平臺。飛豬內容互動業務負責人鐘躍東表示，原計劃1000場次的直播，在商家不斷要求加場的情況下，本次雙11飛豬全球品牌直播最終進行了近4000場。</p> <p align="justify">　　與衣服口紅等實物商品的直播不同，旅行直播已經突破網紅帶著看風景的模式，這次雙11飛豬直播裏，很多商家小二直接素顏上場，坐在辦公室架個手機就開播了。如此接地氣，也正是因為消費者對“讀懂”旅行產品存在剛需，如果說被旅行商品的畫面種草是第一步，那通過直播詳細地解讀旅行產品，讓消費者最終下單購買，就成為更為關鍵的環節。</p> <p align="justify">　　鐘躍東表示，飛豬直播的優勢在於，過程中商家能與用戶進行深度的互動，產品的優點特點、使用規則、注意事項等等內容都能進行即時清晰的展示，激發用戶興趣點的同時，也打消了其購買和消費的顧慮。此次雙11的直播效果則證明了這一點。</p> <p align="justify">　　以萬豪為例，萬豪小二親自上陣，在雙11期間進行了70余場直播，創下了一小時直播最高平均每18秒成交一單的成績。整個直播過程中，不僅賣斷了兩款產品，連16999元的高客單價產品，也完成了數十單交易。對此，萬豪阿裏合資公司COO孫沛雋表示：直播給傳統酒店業務的推廣通路帶來了新的方法和活力，也給酒店品牌方帶來更多元的用戶觸點，構建更完美的消費者旅程。</p> <p align="justify">　　Clubmed則是邀請了飛豬達人進行直播，飛豬達人不僅對Clubmed的特色進行了介紹，連幾點鐘有優惠、點擊哪領取優惠，爆款清單是什麼這類商品細節也一一展現在直播螢幕上。Clubmed還給通過直播購買商品的用戶發放了專屬優惠，充分激發消費者的購買欲。通過直播，Clubmed店舖訪客數較平日上漲90%，進店轉化率超過50%。GMV較直播前上漲了57.3%。</p> <p align="justify">　　專人常駐阿裏行銷中心的四川航空，經常參與飛豬直播、品牌號、會員日等活動，已經形成了一定的川航粉絲圈。雙11預熱期間，川航的空姐空少通過直播全面介紹爆款優惠、服務特色和航線網路，雙11當天旗艦店銷量同比增幅超過80%。</p></div> <div class="editor f14">[責任編輯：李航]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, 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