How Tmall’s TidaSDK and Hilo3D Power the 618 AR Experience

In 2017 Tmall’s 618 “Ideal Life Carnival” showcased AR, cross‑screen interaction, virtual mirrors, 3D interaction and panoramic roaming, driven by a technology stack that includes the TidaSDK, the Interactive Alliance, the Hailuo Dock platform and the Hilo3D engine.

Since 2014 Tmall launched the “interactive open” initiative, providing ISVs with the unified TidaSDK (Tmall & Taobao ISV Development API) that offers sensor, UI, lottery and add‑to‑cart capabilities, enabling brands to embed mini‑games and interactive experiences across mobile and PC.

The Interactive Alliance, formed after the “Meow‑Pa Interactive Creative Competition”, groups certified ISVs that receive technical training, order recommendation and flexible settlement, delivering customized services for brand campaigns.

In early 2017 the Hailuo Dock platform was introduced to streamline the production pipeline from 3D/AR model creation to scene deployment, offering three core modules: scene creation, model asset processing, and custom services.

Scene creation integrates AR scanning, home‑decoration AR purchase, virtual try‑on, and 3D car showcases, linking models and services to storefronts.

Model asset processing handles upload, validation, format conversion, compression and mapping to reduce manual effort.

Custom services provide automated model generation, manual modeling, interactive page development, creative planning and marketing customization, with order tracking and acceptance.

Before the 618 event, TidaSDK 4.0 added marker‑based AR interfaces for logo, poster and packaging scanning, and the platform released advanced cloud‑based object recognition and face‑recognition features powered by deep‑learning and SLAM, enabling “Tianyan” (Sky Eye) effects.

The Hilo3D engine, an evolution of the open‑source Hilo2D animation framework, adds WebGL‑based 3D rendering, glTF support and performance‑focused optimizations, ensuring compatibility on mobile webviews for the AR experiences.

These technologies together reduced the cost of launching innovative shopping experiences, allowing brands to deliver immersive, omnichannel interactions during the 618 festival and beyond.