Shulou(Shulou.com)11/24 Report--

Private domain has become an important new growth engine for Taobao merchants.

Since October 24, Tmall Double 11 has brought more than 100 million new merchant members to Taobao Tmall merchants accumulatively; as of 24:00 on November 10, the total merchant membership scale of the platform has increased by nearly 30% compared with the same period last year, and the scale of shops with more than 10 million merchant members has reached an all-time high.

The outbreak of private domain relations has brought real orders to merchants. During Tmall Double 11, the orders of merchants on Taobao Tmall platform increased by more than 100% for many days, and many industries including clothing performed brilliantly, with nearly 30% contribution from members.

As of 24:00 on November 10, the order for re-purchase of old customers recorded double-digit growth year-on-year for many days, among which clothing, fast-moving consumer goods, sports outdoor, food and other industries increased by more than 45% year-on-year for many days.

In order to help merchants continuously benefit from private domain operation, during Tmall Double 11, Taobao Tmall has provided merchants with more free tools and exposure opportunities for fans, old customers and members through free merchant private domain tools, old customers return visit inclination and other five measures, helping merchants to improve re-purchase and obtain more orders through private domain operation.

A series of measures have brought confidence to merchants and brought about the continuous improvement of their enthusiasm for operation. More and more merchants are actively engaged in private domain operation. During Tmall Double 11, the scale of private domain active merchants has doubled for several days.

Since the beginning of this year, Taobao Tmall supports merchants to flexibly set the old customer price, fan price in-house purchase play online, simpler and lower threshold membership system landing, more intuitive business advice data have brought confidence to merchants, shops become merchants quickly accumulate public praise, activate members, connect fans, do private domain orders core position.

Industry insiders generally believe that Internet traffic dividends from the public domain to the private domain, including member fans and old customers, private domain crowd operation, has become an important dividend means for e-commerce merchants to obtain profits and maintain scale growth.

At the 2023 Tmall Double 11 conference, Dai Shan, CEO of Taotian Group, said that Taobao Tmall has the largest high-quality consumer users in China."It will not only devote itself to introducing more users, but also retain them, but also introduce these user assets from the public domain into the private domain of each merchant," helping merchants build their private domain traffic pool and keep their business growing for a long time.

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