Taobao launches new features! Sell ​​14,000 orders at a time, with a conversion rate of 20%!

"Our store used cross-store purchases a new tool last week. The orders for the new store increased to more than 4,000 orders per week, and only about 600 orders a week before," said a Taobao merchant who operates purchasing beauty and skin care products.

At present, Taobao and Tmall's "Buy One" tool has been fully opened, and the new cross-store gameplay has also been tested recently. Merchants can apply for Activation for free.

"Buy one at your fingertips" means that when consumers buy products and enter the order settlement process, they can buy a free shipping product. Although the functional experience is small, it has good benefits for the merchant group.

Merchants who have opened "Buy One" can bring new transactions without additional expenses. At present, merchants have been opened mainly for new products to be launched, new stores, and increased repurchase rates.

Qianniu Backend "Buy One" configuration page

Based on the "buy one at your fingertips" in the same store, the recent gray test function also has new "cross-store" capabilities. Specifically, the products registered by merchants can be recommended to new customers who have never purchased this category through "buy one across stores".

Taobao merchants who participated in the "buy one piece across stores" in the early stage said that judging from the store data, whether it is "buy one piece around" based on the same store logic or "buy one piece across stores" based on the logic of the same store, it can bring good new orders.

The difference between the two is that the latter can bring more new customers in categories and soaring incremental orders during the big promotion period. For example, after registering for the "Buy One Cross-Store" event, merchants can push these products to more consumers with similar scenarios, or even consumers who have not purchased this category, to achieve the role of attracting new products. The merchant said, "After opening a cross-store store in the past week, in addition to the increase in order volume, the number of new customers has also hit a new high."

Another businessman engaged in the home cleaning industry said that the sales volume of a 4-pound laundry detergent in his store reached 14,000 orders at the peak of the peak.

"Buy one at your fingertips" on the order page

For merchants, the greatest value of buying one (including buying one across stores) is that it is a hot tool that quickly hits individual products by increasing sales. Of course, this also requires that when setting up products, merchants should choose cost-effective or new product samples based on their own brand or store tone, and try out these products with consumer interests to set up a product pool to buy one easily. The Taobao waiter who is responsible for the interpretation of the product is like this.

Not only the beauty and personal care industry, but also the standard products such as food and snacks, home-cleaning department stores, toys and ornaments, the more you can reflect the cost-effectiveness and brand mind, the faster you can buy a product. Three Squirrels has been the first to try out a feature that can be bought in the middle of last year, and it started with more than ten products. Among them, the best sales performance were 100g small bags of plant beef jerky and 110g small bags of hawaiian nuts. A relevant person in charge of Three Squirrels said that the conversion rate exceeded 20%, which is one of the tools with the highest conversion rate seen so far.

According to Taobao, so far, more than 400,000 merchants have used this function to purchase and promote new products every day.

Conclusion

As of now, the "buy one across stores" function can indeed bring a lot of benefits to merchants, and e-commerce people can speed up dividends to grow their performance.

In addition, Taobao has made frequent moves recently, from "refunds for good reviews" to "refunds in seconds without shipping", and then to the store dynamic card Live Card function, all pointing to the general direction of 2022 - serving merchants and consumers.

However, recently, Taobao has put a strong dose of "unspoken rules" businesses such as order brushing, review brushing, and traffic brushing, which has suffered a huge impact for some merchants.

So, as e-commerce enters the post-traffic era, how should we break through the siege in the face of opportunities and crises?