October 20, Singles Day "pre-sale night", # Taobao collapsed # once rushed to Weibo Corp hot search, Taobao replied: "Don't you stay up late so hard?" "Don't stay up late" may be one of the reasons for releasing people's enthusiasm for pre-sale, but the atmosphere in the Taobao studio like the Spring Festival shows that this is the more important reason.

Behind these amazing figures, it may be inseparable from the "meritorious service" of a small Excel. "shopping while looking at the form" has also become a new trend quietly popular this year. On the first Singles Day holiday after connectivity, three Excel tables from Taobao almost "captured" the greatest attention of Wechat users.

The first is from Li Jiaqi: since October 14, Li Jiaqi has released the same online document covering 439 products for four days in a row, circling a wave of fans and the prelude to a "document war". Then the Weiya team quickly followed up, not only more and more products, but also marked the must-buy popular style category in the document, you can directly click on the product name and jump to the relevant purchase page.

At the same time, a "[Internal handling] Tmall 11 Super popular style list is constantly updated ing" has also been widely circulated in Wechat group chats and moments. The night before the countdown to the pre-sale, thousands of people were still browsing the "three documents" at the same time in the middle of the night to catch up with their homework at the last minute.

No one expected that the first Singles' Day after "connectivity" would be first played on the Wechat platform, and their "trump card" would be online documents.

On Singles Day in previous years, the "popular style list" compiled by representatives of many folk classes will be circulated on the Internet, which has become a strong weather vane leading the consumption trend. This year, anchors and businesses have personified themselves as "class representatives" to provide nanny-level shopping guidance for fans and take the lead in preheating in their own hands.

Online documents are like "flyers", allowing discount information to be extended to every corner through the network of acquaintances, attracting a large number of new users for the studio, and further expanding the depth and breadth of this year's Singles Day coverage. Many consumers said that they basically do not watch live broadcasts, but this year they received "flyers" from friends and relatives, and for the first time they felt that the studio was "really fragrant".

For the online collaborative documents chosen by the "three major documents", Singles' Day is another splendor this year after the floods in Henan Province, carrying and connecting the enthusiasm of thousands of people, giving full play to the Internet spirit of openness, cooperation and sharing. The Singles' Day online documents show that consumers can really benefit by reducing the obstacles to communication between various platforms.

Online documents play an important role in this year's Singles Day because it is a "shortcut" to connect BABA's e-commerce system with Wechat's social system. In previous years, consumers have the need to obtain activity information and copy homework, but because of the "invisible wall" between the platforms, the "popular style list" can only be circulated in the form of long pictures and text, not only the amount of information is limited and difficult to retrieve, but also can not guarantee the implementation of updates.

In contrast, online documents can carry richer and multi-level structured information, and can also be updated in real time and shared quickly. Under the background of platform interconnection, online documents can perfectly undertake the function of "shopping guide list".

Li Jiaqi and Weiya coincidentally made the online documents into a "personal website". The former guided consumers to special shows such as "Mother and Baby Festival", "Golden Jewelry Festival" and "snack show" with eye-catching color blocks on the home page, while the latter used a strong personal style navigation banner on the home page. Li Jiaqi's team has created a total of 16 sheet, covering navigation, opening links together, LVB sequence after 8 o'clock, general strategy and product strategy, which can be described as extremely considerate. Weiya's documents include more than 2000 brands, classified by brand, category, live broadcast date, and more intimately accompanied by product pictures, so that users can see at a glance in the process of recommendation.

And "[Internal handling] Tmall 11 Super popular style list continues to update ing" is to move Tmall's home court, from cars to a box of toothpaste, will be marked with daily price, Singles Day to hand price and commodity link. What's more, this document also summarizes the business-related products of stars such as Xiao Zhan, Wang Yibo, Liu Yu and Lin Mo, benefiting those students who want the same style of get.

The reason why this year's Singles' Day has escalated into a "document war" is also because the product categories and discounts involved in the event are unprecedentedly powerful. Li Jiaqi's live studio, for example, put 439 products on the shelves on October 20, nearly double that of the 618 period.

With the progress of connectivity, today's Singles' Day venue is not only within the BABA platform, but also "broken up into pieces" into countless "sub-venues" that have taken the initiative to move towards consumers. No matter where the Internet is, consumers can go to the Singles' Day venue through links in online documents to enjoy the annual shopping spree. When the previous centralized promotion venue is broken, more brands will get exposure opportunities, and this year's Singles Day will also become an unprecedented brand carnival.

Taobao team has tested Taobao's one-click-sharing shopping cart function in Wechat group chat and moments, opening the "acquaintance recommendation mode". The new feature will be launched on October 27th.

As soon as the news came out, netizens left messages one after another: "it will be more convenient to copy friends' homework."it's over, it's over, now I'm asked to empty my girlfriend's shopping cart." when BABA's e-commerce evaluation system is grafted with Wechat's acquaintance social system, it will open the door to a new world of social e-commerce.