Double eleven Singles Day hands-on technology used these tricks

Interaction: When technology changes meet consumption upgrades

From one to ten: Buy+ upgrades "creation god"

From the beginning of the Buy+ concept exposure to the "Creation Festival" in July, everyone's attention to Buy+ and "God of God" has been around for a long time. During the Double 11 singles day period, the VR shopping scenes of the 7 major scenes in 3 countries are more It is a bold attempt to new consumption scenarios in the future. On the day of the 11th, Alibaba senior technical director Zhuang Zhuoran appeared in GMLab (Ali Innovation Lab) for the first time to decrypt the technology and thinking behind Buy+ and "Creating God". "The arrival of the new retail era is inseparable from the upgrade of terminal hardware. It also requires the production and presentation of a large number of high-quality 3D content. We have seen the popularity of live broadcast, VR and AI, and the changes in consumer demand have prompted us to create more. The scenes and content, we hope to reduce costs through high technology, thus creating new content, and working together with partners to build a new business ecosystem."

Buy+'s mission is to explore the ultimate shopping experience. The mobile Taobao team demonstrates the products and interactions in the panoramic video through the self-developed VR UI SDK and animation system to ensure consumers have an immersive experience in panoramic video. And fully consider the current situation of mass consumer devices, even the cardboard (cost of about 10 yuan VR glasses) can smoothly experience the future shopping scene.

From static to dynamic: from static image display to interactive multimedia enhancement technology

The mission of God of Creation is to make it easier for users to build more expressive and interactive digital content through innovative technologies. Whether it's 3D merchandise and scene expressions, or image and video interactions like panoramic space, people can connect online and offline worlds with powerful real-time computing power and data technology to achieve a better "online" experience.

DIVA (Digital Interactive Visual Augmentation) technology came into being. Compared with traditional complex 3D rendering and modeling technology, it utilizes existing video and image industry standards, combined with algorithm recognition and machine learning, to form a set of mature and stable visual enhancement technologies. In terms of content collection, DIVA's unique surround camera-based surround shooting and intelligent anti-shake technology make it easier to use in the creation of imitation 3D panoramic experience, showing smoother and cross-platform compatibility; unique intelligent frame selection technology So that "dirty frames" no longer affect the overall visual beauty, and even through the unique learning and evaluation system to understand the user's preferences, and gradually have their own unique artistic effects.

DIVA's DNA has determined that it is created for "low production cost and strong visual interaction". Taking e-commerce scenarios as an example, it allows merchants and consumers to freely shoot, create and share 3D and interact with common devices such as ordinary smartphones. The rich media content of the content enriches the expression of information, increases the entertainment and interactivity of multimedia, and makes the experience “on the paper”, laying a limitless imagination for the new commercialization. DIVA helps merchants break the barriers to the creation of portable mobile digital content, and consumers will be able to get a better experience in business scenarios such as product expression, label evaluation, interactive advertising, and stereoscopic shelves.

Rapid delivery system for mobile marketing campaigns

Behind the creativity is a solid technical foundation. Based on the creative capabilities and creative efficiency of mobile technology, we have built a set of marketing rapid development and delivery system. Accelerate cloud development deployment through Aplatform. Based on the platform's activities, you can complete the requirement in 1 minute and provide interface services on the line. Slience provides free extension on the end, which is no longer limited by the client version and can cover more. Client version. Poplayer can be used to extend any client UI and cover the global marketing channel. The original HTML+CSS development mode can be turned into Javascript API development through the AFT front end, which greatly improves the animation development efficiency and a complete set of personalized business data collection. And show models.

Live broadcast: technology innovation centered on consumer experience

2016 is the year of mobile live broadcast. Taobao live broadcast is not only the first to test the live broadcast of water and electricity, this year's double 11 singles day and the first live broadcast of the sub-site, with the characteristics of high-real-time and strong interaction of live broadcast technology, between brands, anchors and consumers (fans) Introduced a wealth of gameplay, bringing an innovative shopping guide and interactive communication experience. Take "Jiu Niu and Er Hu" as an example. This "two stars big coffee + nine popular anchors play nine big brands" gameplay, in less than three hours of live broadcast time, set a hundred and four million Like the number, the number of single-brand live broadcasts is more than 10 million. Fans can not only watch the live broadcast of 9 major brands in 9 rooms in addition to the live broadcast lens of the anchor, but can even change the trend of the program in real time through their own praise and purchase behavior. The various coupons and red envelopes that are pushed at any time according to the online users in the whole process will bring the atmosphere of the entire live broadcast to a climax, which is also a more fun shopping experience for buyers. In addition, Taobao Live also provided interactive games based on the live broadcast of the whole people's Lianliankan (Lianmai gameplay), preferential push (red envelopes, sweepstakes), and likes and rewards for the entire Double 11 venue, based on Ali media. Cloud technology gradually accumulates and precipitates a complete open live broadcast platform system including cloud live interactive console, push/play client SDK, cloud transcoding (narrowband HD and H265) services, and interactive service access services.

At this year's double 11 singles day party, Taobao Live continues to challenge the limits of a strong real-time interactive platform and join the live TV element. Stars, merchants, and technical people have entered the scene of the live broadcast. The openness of the multimedia interactive platform has been tested and upgraded: it is necessary to ensure that the live broadcast of the anchor and fans is smooth, and the stability of the interaction must be ensured. The precise synchronization of the picture and the push interactive content; that is, "no card, no loss, no delay" and the bandwidth fluctuation of the mobile network will bring great challenges to the problem. To this end, we first introduce a chasing frame acceleration strategy at the algorithm level to dynamically control the playback speed according to the video frame buffer to reduce the delay, and at the same time, the interactive push mechanism and the video stream are pushed to use the key frame to solve the picture and Interactive synchronization issues ensure accurate matching in multi-screen interactions (television, mobile).

Weex: The new mobile R&D model escorts the double 11 singles day venue to open the second battle

The rich dual 11 innovation interactions such as Buy+ and Taobao Live are inseparable from the stable support of the cross-platform mobile development framework Weex. Weex Open Source has become the most popular open source project in Github China. In this year's Double 11 singles day, the Weex venue framework also strongly supports the complex interaction requirements of the Double 11 and provides better memory management; the List component is standard for almost all venue pages, and the high frame rate is smooth. The high-performance memory multiplexing mechanism and rendering mechanism are the important basis for the smooth experience of the page; the animation function supports the animation of the vertical barrage and pit display of the venue, and the animation effect is delicate; the live component and the panorama component also support Live a more vertical personalized business scenario.

Weex's coverage in the Double 11 singles day venue is close to 99%, and the number of pages is close to 2,000, covering almost all the double 11 venues including the main venue, the breakout venue, the split venue, and the crowd meeting venue. In such a large application scenario and application scale, Weex guarantees the stability of large-scale applications through iOS memory management, site pressure measurement, and cross-end dependency grooming; the first screen of the Weex container layer is ensured under the premise of ensuring stability. Render optimization, pre-loading (zCache), and segmentation lazy loading on the business, to ensure the second open experience on the end, the whole network + first screen rendering is less than 1 second, achieving a double 11 venue with excellent performance.

In 2016, the double 11 singles day, when the "new technology" and "new retail" collision brought great changes and opportunities to the market, we also hope to bring more different experiences to consumers, more imagination of the future. Innovation competition is not only the pros and cons of creativity, but also the all-round challenges of technology, experience, scale, and business. The mobile phone Taobao technical team will continue to dig deep in all areas of mobile R&D and promote the continuous upgrading of mobile technology in the industry.