![]() Taobao Live has been an excellent tool for traditional brick-and-mortar companies to adapt to an online presence. With the COVID-19 pandemic leaving many businesses unable to open their stores, Taobao live has seen a massive increase in popularity.ĭuring the early onset of the pandemic, Taobao waived fees and requirements for brick-and-mortar stores to join Taobao Live which in turn resulted in an over 700% increase in new users from month to month. As its name may suggest, Taobao Live is a live-video function within Taobao that allows businesses to share live content and answer questions from consumers in real-time. Taobao Live is one of the most powerful tools that the service provides. This eliminates any extra steps that may be needed to otherwise convert a sale. That means that when consumers see something they like, they can go from seeing content to purchasing in a seamless way. This is an excellent system because all content concerning products can be linked directly to other pages within the app. On the other end, consumers can use Weitao to learn about new products, do product research, and engage with brands and KOLs that resonate with them. Brands and key opinion leaders (KOLs) can use Weitao to post content and engage consumers. Weitao is a tool that is built into Taobao and T-Mall which serves as a sort of social media within the service. Weitao – Taobao’s intergrated Social Media These tools all have different functions but are effective in what they have been created to accomplish. There are several tools within the Taobao ecosystem designed to help brands reach more consumers and assist in marketing efforts. They are engaging their customers into communities and offering them a personalized experience with the help of their huge database. If Taobao customers come from everywhere in the country and are of all ages, it seems clear that the company’s marketing efforts are focused on a younger generation of both sellers and consumers (Which seems to be working as millennials represented 70% of active users as of 2019). Taobao has successfully embraced its new “making” culture and has attracted a younger audience looking for unique products and is even promoting its new philosophy through festivals such as Taobao Makers Festival. Taobao does not want to have its reputation linked to counterfeit products anymore and is, therefore, putting the accent on its young generation of passionate merchants looking forward to making a name with their creations. In short, there is a willingness to change the image of the platform. “The trend we are observing is that for the younger generation, Taobao has become a platform that they identify with, can pursue their dreams over the last few years, those in the post-90s generation and even generation Z, have taken strides to open stores on Taobao and become owners and CEO’s of their own companies, growing their own brands.” Looking into Taobao’s futureĪccording to its chief marketing officer Chris Tung, Taobao is becoming the Chinese millennial platform to pursue success It is worth mentioning, it is relatively easy to create a seller account on Taobao even for small businesses. There are over one billion products listed and more than 300 million daily active users on Taobao’s app and the numbers are still growing. You can get clothes, accessories, gadgets, computer hardware at very low prices, you can even buy pets and second-hand goods. You can find anything you need on Taobao but you should know that the app is only available in Chinese. Merchants on Taobao are primarily individuals and small businesses – there are more than 10 million of them. The Taobao Marketplace is China’s largest C2C shopping destination. It is owned by Alibaba and was launched in May 2003. Taobao is one of the biggest e-commerce platforms based in China.
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