E-commerce merchants are paying attention! The circle of friends can be directly connected to Tmall, and it took 8 years to finally shake hands and make peace?

If your product reaches the extreme range of capabilities, and if your e-commerce company also knows where to go, then you will get the world by getting traffic.

Maybe you are going to ask where the traffic comes from. Now that it is so fragmented, the traffic is basically broken into slag. Don’t make a conclusion first, traffic comes just by saying that, because Tmall has entered the WeChat ecosystem, and the traffic in the circle of friends has opened the door to Taobao and Tmall.

Moments can directly lead to Tmall App

This is a news that has just been circulated. WeChat cooperates with Taobao and Tmall. During the 618 period, WeChat Moments Ads can be placed, and Tmall store can be opened directly. If the user who downloads the Tmall APP on the mobile phone will directly jump to the store page in the Taobao App.

It is said that the first directed ad to the Tmall flagship store’s Moments circle has been launched. The advertising cards currently placed on the Moments circle will display Tmall 618, brand logo, Tmall image, etc.

However, jumping from Moments to Tmall store is not done at once, because after clicking on the ad card, you will first enter a page and click the prompt button on the page before you can go to the store.

According to internal reports, if a brand wants to place a product, it must be achieved through Alibaba's mother Uni Desk , but the product is still in internal testing, and only a small-scale person is not aware of this form of product.

In order to ensure the diversity of delivery forms, Alibaba Mom uses multiple landing pages such as Taojimu, homepage, membership page, store collection page, etc. according to the different delivery needs of the merchant.

In fact, the channel for the circle of friends to jump to Tmall. Last year, the waters were tested for Double 11. At that time, it was just the form of Tmall H5 pages, but now it is directly used to adjust Taobao and Tmall.

Alibaba and Tencent cooperate, three-legged team becomes two heroes

As we all know, since 2013, Taobao closed the channel for WeChat to jump to Taobao page. Alibaba and Tencent have always been "doing their own affairs and not interfering with each other". This state has lasted for 8 years and has not relaxed until 2021.

At that time, WeChat gradually opened the direct access external link function in peer-to-peer chat scenarios and group chat scenarios, and consumers could directly open Taobao links in these two scenarios.

Zhang Yong withdrew, and Dai Shan also said after taking office that Taobao and Tmall should move from trading to consumption, and extend to both the front and back ends of the transaction. At the front end of the transaction, the platform will make firm investments in content venues such as browsing and live broadcasts. On the one hand, brand owners can realize the entire process from grass planting to weed extraction on the Taobao platform, and on the other hand, they can also carry out the full life cycle of members planting outside the site and undertaken on the site.

Now that WeChat Moments can be used to launch Tmall store advertisements, it can be said that it has truly fulfilled the mutual exchange. Current Moments Ads can be targeted according to their attributes such as region, gender, age, equipment type, education level, interest and behavior targeted labels, and remarketing.

Some media also revealed that there are two ways to purchase advertisements in Moments: exposure scheduled purchases and exposure bidding purchases. During the exposure scheduled purchase, advertisers can book future target audience opportunities in advance, and finally settle the advertising costs according to the actual exposure situation. As for the exposure bidding method, advertisers can set the target population and advertising delivery time, and by adjusting the unit price of advertising exposure and designing high-quality advertising ideas, they can compete with other customers for advertising display opportunities.

As for the effect, it is still unknown. However, some businesses are indeed worried that the traffic obtained in Moments may be more accurate to some categories, such as food, beauty, skin care products, clothing and other categories, and the effect of benchmark products is not certain.

Do your private domain well and practice your internal skills well

It is said that in this interoperability, the cooperation between merchant brands and Alibaba Mom and the outsiders of the site is relatively rich, and the first choice is to settle according to traffic or crowd packages. Of course, there is no specific data on the effect yet. I can only wait until after 618 to see the feedback from some merchants participating in the circle of friends.

But no matter what, having traffic is always better than not having traffic. If you have traffic, at least you have to try to seize traffic. Whether you can grasp it is ability, but if you don’t even have the opportunity, the ability will not be useful.

Remember not to indulge in catching traffic and forget the most important thing. For e-commerce companies, traffic is at least icing on the cake. As long as there are people, there will be traffic. What is more important than traffic is to polish your products and services well, and think about where your company is going . These are the fundamentals and determines whether you can go far and for a long time.