A big change! Taobao and Tmall have launched new features, and 80% of merchants are actually using them?

The plan for the year lies in spring. With the arrival of March, e-commerce platforms such as Taobao and Tmall have also introduced new policies to help merchants reduce costs and increase efficiency, and achieve new retention performance growth.

On March 3, it was reported that a store dynamic card Live Card feature is open to all Taobao and Tmall merchants. At that time, the store homepage of Taobao and Tmall merchants will be fully upgraded.

Diversified stores

Changing the store homepage form, the store dynamic card Live Card feature launched by Taobao and Tmall this time can support the free combination of modules such as video, audio, 3D, AR&VR, interactive mini-programs, etc. Each Live Card is an independent modular content , and the merchant's operation in the background is also very convenient. You only need to drag the activity card to organize the store information.

In this way, merchants selling clothing products can set the store homepage to a purely video format, allowing consumers to intuitively feel the upper body effect of the clothes. Merchants selling furniture products can also use the 3D model room to allow consumers to intuitively feel the appearance of a bed in their own bedroom online.

Merchants can create personalized content based on their product attributes, store styles, and marketing needs, and conduct differentiated store displays, making the store more three-dimensional, vivid and diverse.

1 million merchants are using it

According to Taobao, Live Card is currently open to all merchants as a brand new store management capability. For small and medium-sized merchants with weak content capabilities, the platform also provides official templates for free use.

In fact, as early as August last year, Tmall announced a full-link upgrade and revision of the merchant's backend, including store decoration. Now, half a year has passed, nearly 80% of the merchants on the entire platform have been upgraded, and more than 1 million merchants have updated their content every day.

Behind this set of data, it also means that the original graphic and text decoration model has become a thing of the past.

Merchants with thousands of people and thousands of stores are favorable

When merchants decorate their stores, they often have to make a huge long picture, then cut the long picture into a short picture and paste it into the store. Merchants cannot intuitively understand which visual content in store decoration can attract consumers more and which product in the store is more popular with consumers.

After the Live Card function is launched, the store is no longer a long picture insert link, and the horizontal scrolling is no longer a 5 main pictures to switch back and forth. With different experiences such as videos, photo albums, and AR makeup trials, it is full of interaction and fun, which can enable consumers to upgrade from the experience of browsing the main pictures of the product to a more immersive and interactive shopping guide experience.

For merchants, this can not only make up for the experience that the brand was difficult to achieve online in the past, but also help the platform and store to improve the user's stay time and conversion rate, but also quickly seize the minds of consumers, solve the problem of matching people and goods in some pre-sales sales, and activate consumers with different products to improve the browsing and conversion of stores. It can be said that it can be said that it will kill multiple goals in one fell swoop.

Conclusion

Since January, Taobao and Tmall have begun to launch a comprehensive backend integration. Whether it is free business tools such as "combined order shipment", "show orders and gifts", or "refund instantly without shipping" services, they all hope to help merchants complete service upgrades by opening up the underlying data and bring real business growth to merchants.

Store and product details are one of the important positions for merchants to operate. The comprehensive upgrade of the store homepage this time shows the determination of Taobao and Tmall platform and also reveals a new general direction in 2022.

The Internet has entered the post-traffic era. How to continue to operate a good store stably and refinely, strengthen the links with consumers to achieve more efficient purchases and repurchase is a problem that major e-commerce platforms are solving, and it is also the direction that merchants need to focus on.

In order to help more merchants break through the traffic bottleneck and achieve performance growth, we will hold the first offline meeting for the opening year from March 16 to 18. At that time, executives and industry leaders from all platforms such as Taobao, Tmall, JD.com, Pinduoduo, and Douyin will be invited to the scene. Hundreds of outstanding e-commerce entrepreneurs gathered together to discuss the trends of e-commerce platforms in 3 days and 2 nights , deeply exchange the latest news of e-commerce platforms, master the first-hand information gameplay, and it is a good opportunity to make connections and open up thinking. Don’t miss it! Scan the QR code to register!