The 16-year-old Taobao no longer only needs to simply “sell goods.”
文 | 万阳
Edit | Huang Wei Zhang Wei
The door of the Hangzhou Boiler Factory is surrounded by water. There are many young people in the long queue. From time to time, the photographic equipment in the hands is raised, and the Long March II rocket, which is the center of the venue, is photographed. After special recycling, it becomes The world’s first rocket restaurant. A passing aunt stopped at the periphery of the crowd, looked at the huge Taobao logo on the licensing board, and questioned the young people around him: “What are you waiting in line to buy?”
This is 9:30 am on September 12, and the two-week Taobao Creation Festival opens. This time, Taobao’s carnival in the 240,000-square-meter Hangzhou Boiler Factory was not for selling goods.
This young man “made up”
Every generation of young people will have their own ideas, but not every generation of young people will be brave.
Taobao found that this year’s young people are very different. In addition to the conventional “chai rice oil salt” Taobao merchants, on the Taobao platform, there are hundreds of thousands of young Taobao stores, the owners are keen to use the goods to express their own ideas and whimsy, such as the so-called “not lazy do not enter” Creative shop “black market”, try to use a non-invasive brain machine for a variety of “sluggling operations”, wearing a pair of headphone-like brainwave receivers, you can control small aircraft to throw garbage.
The birth of the Taobao Creation Festival is precisely the self-expression of young people.
“We hope that the Taobao Festival will be more like a co-creation of young people who like to create, admire science and creativity, and create creativity. It is a youthful creation of energy gathering, a two-way organic shock.” Strong> Dong Benhong, chief market officer of Alibaba Group, hopes that Taobao’s energy saving will become an occasion for young people and friends to make friends after the 90s.
This is the fourth creation festival held by Taobao. Although each session will have different sub-themes, from the first session, the keyword “discovery” has never changed.
The main venue Hangzhou Boiler Factory is part of this Taobao Creation Festival innovation, which allows more space in five separate exhibition areas to be freely “made up”:
The national wind non-remains area is based on Chang’an Shengshi, which makes people instantly “dream back to the Tang Dynasty”; the trend area is infused with the latest trend elements, young people can find the most expensive shoes, the wildest Stockings; the design area is full of inspirational collisions, Taobao heart selection, the Forbidden City Taobao and other shops have their own merits; and in the food area, you can find Moutai ice cream, durian snail powder and other net red products. The most popular, young people are still in the technology zone.
The “Made Festival” is not the first time Taobao has made a festival, but it is the first festival to let consumers “discover”. For Ali and Taobao, creationThe more important mission of the festival is brand building, bringing more new technologies and new creations to everyone’s eyes to defend the vitality of Taobao.
Young people’s innovative ideas are constantly being moved from the online to the Taobao Creation Festival. The Taobao Festival is like a giant container carrying imagination, which makes the curiosity of sellers and buyers collide. More interesting chemical reactions.
Imagine your future day
At the Taobao Creation Festival, the Science and Technology Zone is a well-deserved c-bit.
Bill Gates has selected 2019 global top 10 breakthrough technologies. You may be able to find most of them in this technology zone. Future food, future pets, future transportation, future clothing, you enter the technology zone as if you really came to the future world of the movie, where you can experience the “future day.”
When you wake up from your sleep, simply send a command and the AI voice assistant will do all the work you need through the Internet of Things: open the curtains, start the home cleaning robot, and arrange the kitchen to make you a man-made meat. A delicious breakfast, a food made by separating, dyeing and bonding beans or plants, has replaced the traditional biological meat in a large scale, ensuring the taste and making the “eat meat” Be healthier and no longer have a sense of guilt;
Maybe you still want to do exercise before breakfast. At this time, the thin screen display that is as thin as a newspaper, rolled up and stored in the corner slowly unfolds, and you wear a 3D printing movement tailored to your foot shape. Shoes, infrared is scanning your body size, a workout with digital fabrics using sensor technology and algorithms, and then you start a simple and relaxed yoga with VR virtual instructor;
After breakfast, the day’s work is about to begin. If you are willing to work in the company, then the sea bottom travel may be the best solution for your travel, you can completely avoid the traffic jam and aircraft delays, from Hangzhou to Japan, from Xiamen to Taiwan, if riding a bionic mechanical shark Travel, you may not have time to take out your mobile phone in Taobao next order, you have already arrived at your destination.
However, if you want to work from home, the power feedback gloves that can remotely control everything you want may be your indispensable friend. When you sit in front of your own workbench and bring a force feedback glove, in the office thousands of miles away, a robotic arm will start the same reaction according to your movements, when you control the arm to press the operation button , or when pinching up a small component, the robotic arm that is really attached to your palm will give the same tactile feedback, leaving you immersed thousands of miles away;
After the day’s work, you can go to the live concert of your favorite band – but they are not real people, but an ancient AI robot band, whether it is row drums, flute or cymbals, their The performance is impeccable.
It seems out of reach? But these futuristic life scenes are built from products that have really landed.
26 young technology creators and 26 businesses behind them are tech zonesFounder.
Through the selection system of Taobao, all the way from the rigorous screening of the Taobao Xiaoer and Taobao Creation Festival Organizing Committee of the Science and Technology Zone, they stand out after the assessment. The products they exhibited were varied – there were 3D printers that could print a pair of full 3D printed sports shoes in two hours; five kilograms of self-weight, helping people pick up the exoskeleton of a 1.4-ton car through leverage; A bionic shark worth 5 million to support human detection and shooting on the ocean floor. Most of these businesses are entrepreneurs, after 90s.
In the past, foreigners seem to think that Chinese people only create, lack creativity, and cutting-edge technology is separated. Therefore, the setting of our science and technology exhibition area is to let foreign friends know that China is not only powerful in science and technology. The ability to create and design, and our young people will do better in this regard.” Dong Benhong explained the idea of building the Taobao Festival of Science and Technology.
In the choice of exhibition merchants, the technology area of the Taobao Creation Festival refused to be conceptualized, insisting on the invitation of merchants who have real products to reach commercial and industrial sales, and also choose merchants with more popularity and certain fan base. .
In Dong Benhong’s view, the Taobao Creativity Festival is no longer a carnival for a small group of people. The new black technology and creativity can make everyone experience the freshness of the moment, but how can they find it? The connection point with daily life is that Taobao wants to continue to explore with the creation festival.
New species outbreak
Of course, in addition to leading us in the future, Taobao Festival has become the most important platform for future technology release. At this year’s Taobao Creation Festival, HTC released their new VR product VIVE Cosmos, let you see that the future is now, the world is only switching in an instant.
At this year’s Taobao Creation Festival, HTC Global has launched a VVR Cosmos that does not require a tracking base station. As a VR device with the highest convenience on the market and the ability to expand its functionality through modular panels, VIVE Cosmos offers even more possibilities for future immersive experiences. As a more C-oriented product, talk about why the most important new product of the year was released in an unconventional occasion such as the Taobao Creation Festival. Wang Congqing, the president of HTC China, believes that this is a good opportunity to reach young users.
“AmoyThe Treasure Festival is a new event created for creative creators. The user community also focuses on younger ethnic groups. From our perspective, we can reach such a group of target customers and cause technology hobbies. More attention is the new opportunity that Taobao Creation Festival brings to us. Products that cooperate with e-commerce channels like this are also important layouts for us to improve the e-commerce industry chain.
Not just HTC, the booths of well-known technology manufacturers such as Keda Xunfei, Dajiang, and Rouyu in the venue are also full of experience, bringing the AI news officer and the newly released mech master S1 with Taobao anchor Li Jiaqi. And the flexible tree shows its creativity. In addition to large manufacturers, many domestic start-ups with great potential have also come to the creation festival, such as the iron-clad steel boxing of the exoskeleton company that just got the financing, and put the 3D printing technology in the Qingfeng era in life. More and more companies are looking forward to reaching out to younger consumers through the Taobao Festival and enhancing their visibility.
In Dong Benhong’s view, it is possible to win the trust of the manufacturers and to accommodate so many companies with a sense of future technology. Thanks to the strong creativity and acceptance of young people in technology, they have become the most Target users of interest. At the Taobao Creation Festival, companies can “fully talk” with young technology enthusiasts, recruiting young consumers who are most in need, and iterating younger and innovative products for the brand through strong benchmarking of user portraits. It is for this purpose that the merchants have undoubtedly sacrificed their strongest products, and this is the only time that 400 merchants have exhibited more than 1,000 innovative products.
“Taobao Festival is not a merchandise sale. For our C-side, it is a place to tell the story of the business, in fact, it is better for the C-side. Experience and resonance; for the B-end, the Taobao Festival has attracted a lot of attention from technology media and investment institutions while becoming a creative and creative land. It has also become a platform for many technology companies to find investment opportunities. We want to tell Young creators, young is the most creative time, we are to give the greatest support and see the future from them.” Dong Benhong said.
In Taobao, rejuvenation is not only a concept, but also a strategy. Until this year, Taobao has been 16 years old, as a strong Internet platform that has grown for 16 years, with the fierce competition in the e-commerce market.Only when the proportion of young people continues to increase can the vitality of the platform be guaranteed.
In addition to focusing on sinking, looking for incremental markets among young people in the fourth- and fifth-tier cities, and laying the foundation for Taobao’s rejuvenation, Taobao wants to create a younger ecosystem that not only attracts more young users, Also aggregate younger sellers. At the same time, as a technology-oriented company, the power of “technology” cannot be ignored.
Young and technology are the seeds that Ali gave to the Taobao Creation Festival.