Finally here, Taobao entrance is added at the bottom of WeChat articles!

Yesterday (February 6), the e-commerce circle ushered in the first good news after the Spring Festival - WeChat added Taobao entrance, and the advertisement at the bottom of the official account article can be redirected to Taobao.

This means that Taobao has added a new traffic portal to WeChat, and it also means that the era of global operation is coming!

- 01 - The advertising space at the bottom of WeChat has the shadow of Taobao

A Taobao entrance has been added in the WeChat domain, just at the advertising space at the bottom of the WeChat article. After clicking on the page at this location, you can jump directly from WeChat to Taobao to complete the purchase, and you can also return to the Taobao homepage to browse more products.

It is understood that this link will be opened at the end of 2022 , but the threshold is high and more technical support is required to be implemented.

Taobao finally has a new entrance on WeChat, indicating that the two Internet giants Alibaba and Tencent are finally going to work together.

In addition, as of now, Taobao advertising portals in the WeChat ecosystem include multiple portals such as Moments advertising, WeChat chat external links, etc.

The forms supported by the advertisements at the bottom of the public account article include video cards, large graphic cards, picture banners, business card banners (only supports promotion of public accounts) , etc. The promotion goals supported include promoting brand activities, promoting stores, collecting sales leads, promoting applications, promoting public accounts, and promoting mini-games.

Brand merchants can choose from the above according to their needs.

However, when you open a WeChat article, you will find that Taobao pages are recommended relatively few times , and the categories are single, and the recommended links are still mainly in the WeChat ecosystem , such as jumping to the mini program mall, following official accounts, direct purchasing mini program products, adding brand enterprise micro products, etc.

After experiencing this, some people think that the way to jump to the advertising entrance of WeChat is very convenient. When you see Taobao products, you can click in. There are no obstacles to jumping to Taobao APP on WeChat, and the whole process is very smooth.

At that time, this entrance was not exclusive to Taobao. In the advertising space at the bottom of the public account, most of the recommended links were mainly merchants within the WeChat ecosystem or platforms within the Tencent investment system, such as JD.com, Pinduoduo, Meituan, and various mini programs in WeChat.

In comparison, Taobao does not recommend many times. Perhaps the connection between WeChat and Taobao is still in the process of continuous exploration. But no matter what, the interconnection between WeChat and Taobao has finally achieved results.

- 02 - Good for merchants

Adding Taobao entrance to the bottom of WeChat articles is very important for Taobao merchants, which means that traffic may usher in a new turning point. You should know that the traffic pool of WeChat ecosystem is very considerable.

According to statistics from industry institutions, in 2022, WeChat public accounts generated more than 398 million articles, and at least more than 1.0927 million new articles were pushed every day.

The opening of the article is open, expanding a brand new marketing channel for brand merchants, completing the layout and delivery of WeChat, and basically realizing global marketing . For brand merchants that have already built a complete link in the WeChat ecosystem, it is a better choice to take advertising into the WeChat ecosystem.

However, it has more pioneering significance for brand merchants mainly based on the Taobao ecosystem, at least at the level of advertising investment, and advertising investment is one of the best ways for brands to expand volume and break the circle and move towards the entire region.

The current WeChat public account opening rate is not as good as before, but it is still one of the important traffic places for brand merchants to obtain customers. After all, the era of private domain operation has arrived, and the era of incremental domain has passed. If you want to revitalize the existing stock, you must operate the private domain.

At this time, Alibaba and Tencent’s cooperation is like a timely help, which is very beneficial to merchants. Even if the private domain is managed well, it can usher in new growth.

- 03 - In the era of global marketing, private domains are indispensable

In recent years, there has been a joke on the Internet:

At the end of the world is selling goods.

So what is selling goods?

Promotion is e-commerce.

From Taobao to Douyin and Kuaishou, to Xiaohongshu, etc., it is basically the world of e-commerce. Now that WeChat is joining in, all-round marketing will be complete.

However, for merchants, the whole-region operation is no longer a simple marketing idea, but it needs to be transformed into a brand's business philosophy . Whether it is a platform, merchant, anchor, or live broadcasting agency, they all need to make a change in thinking in order to truly do a good job in the whole-region operation.

Now that Taobao and WeChat have been interconnected, there may even be greater cooperation in the future. It can be said that there will be no more big obstacles, especially at the e-commerce transaction level, it has been very smooth for users to place orders on Taobao through WeChat.

The connection between various platforms and the free choice and circulation of users all indicate the arrival of the trend of global business strategy.

What merchants need not to quickly launch, but to first sort out their own companies, products , and even the direction they will go in the future. In this way, they can then lay out WeChat and do a full-region operation, so that they can achieve twice the result with half the effort.

I hope that e-commerce bosses can seize the dividends of this wave of regional operations and usher in new growth!