If micro-scouring and Taobao headlines are regular tactics for Taobao to enter content marketing, then the second floor of Taobao is a counterattack. The second floor of Taobao only appears at a fixed time at night and is updated at 1 pm every Wednesday and Thursday. Just as Cinderella must leave the palace before the bell rings, consumers can only "call" the second floor of Taobao by pulling down the homepage of Taobao from 6 pm to 7 am the next day.

The way to jump out of Taobao's second floor by pulling down is very humane, which is a respect for consumers. It only jumps out when pulling down, not forcibly jumping out against your wishes. It is like an old friend who has been there but doesn't want to disturb you, and it has a rare warmth.

"One Thousand and One Nights" is a quarterly broadcast column on the second floor of Taobao. The first season's "One Thousand and One Nights" takes Taobao food as the theme and tells 16 urban fantasy stories that happened in a mysterious little tent. An episode is released every Wednesday and Thursday. And mainly for mobile phone users, vertical video was launched for the first time. Take off the busy day, lie in bed, turn on Taobao, and go to the second floor of Taobao! Look at the stories with completely different styles from China on the tip of the tongue, taste a story and enjoy a delicious meal.

opening the second floor of Taobao is the story time of "One Thousand and One Nights". Behind every exquisite short film, there are carefully planned and produced stories about food: heart-wrenching stories, delicate pictures, delicious food that can almost jump off the screen, which can almost instantly make the taste buds ready to close again, and the irresistible impulse of the tongue that swept through eventually evolved into the desperate "buy buy Buy" of thousands of chop hands and the soaring sales of merchants.

according to statistics, through the second floor of Taobao, a certain brand of Spanish mackerel dumplings sold nearly 2, pieces in two hours, and Libyan ham was sold out, and the sales of ham in just one or two hours were more than the total sales in the past five months.

I can tell stories and sell goods. The Midnight Food Store built on the second floor of Taobao has given countless taste buds nowhere to put them. Even when I wake up the next morning, I will suddenly remember that I am dieting and losing weight, and I will say with a wave of my hand: Whatever, I will lose weight after I am full. At least on such a boring night, my stomach and heart will no longer be lonely.

Taobao is no longer a simple "you buy and I sell" trading platform. The second floor of Taobao is a new content consumption model, which makes each product into a short story in Arabian Nights, allowing consumers to buy products while reading stories, giving consumers a brand-new experience.

The story warms the heart and the food warms the stomach. The biggest reason is that there is a connection between the food and the characters, and "Arabian Nights" obviously has such a consumption connection. Although there is no brand exposed in the content presentation of the video itself, there is a real Taobao commodity story at the bottom of the video. At the same time, click the "I want to eat" button to enter the corresponding theme marketing activities, where the food is gathered.

as far as content is concerned, the second floor of Taobao is very successful, and the sales volume that has doubled by n times is the best proof. The professional team's content planning and shooting ensure the fineness of the picture and the depth of the content itself. Late night+food+shopping fills the stomach and loneliness, making boring interesting and empty satisfying.

the biggest contribution of Taobao to launch this ingenious column and be sought after is based on big data. Big data can accurately grasp the user attributes of our consumers, such as consumption behavior, consumption habits and consumption time, so as to understand the needs of consumers, which means that Taobao has become intelligent and can read the psychology of consumers.

the future of the second floor of Taobao will not be limited to food, which can be seen from its advertising language: good things can be cured.

As the first video column of Taobao, "Arabian Nights" is a test, and there will be other columns to take over the file. The second floor of Taobao will also consider opening around the clock, which will become a new position for content marketing, which will carry more good merchants and goods.

this content is excerpted from the network.