Who would have thought that Taotian had two big moves before Double 11

There is still one month left before Double 11.

Although the efficiency gains brought by Double 11 to merchants in recent years are not as good as in the past, it has to be said that it is still a way to grow.

At present, Taobao has announced the investment rules for Double 11. This year's event pace and requirements are no different from previous years. I believe many businesses have already become familiar with it.

Unlike previous years, Taotian quietly laid two heavy bombs outside the rules, bringing a huge shock to Double 11...

01

The first one: Taobao can invest in WeChat

Before National Day, Alibaba and Tencent officially announced their cooperation.

On September 25, Alibaba's Internet advertising platform "Ali Mama" and Tencent Advertising jointly announced the establishment of in-depth cooperation.

That is, the WeChat video account, Moments, mini programs and other channels are deployed through Alibaba Mom, and the stores, product details and Taobao live broadcast rooms of Taobao and Tmall merchants are directly linked.

Simply put, Taobao merchants can use Alibaba’s mother to invest in the WeChat ecosystem.

Source: IT Home

Some media tests have found that Taobao now supports WeChat payment. After selecting "WeChat Scan QR code to pay", you only need to scan the generated QR code screenshot in WeChat to identify the payment.

The function is still in the grayscale testing stage.

Source: IT Home

It can be seen that the "traffic grudge" between Taobao and WeChat for ten years is finally coming to an end.

It is worth mentioning that in addition to Taobao, e-commerce platforms such as Pinduoduo and JD have entered the WeChat mini program, and WeChat also provides advertising jump portals in the same location.

As the competition in the stock market becomes increasingly intense, the competitive landscape of major Internet manufacturers is also changing.

Ten years ago, WeChat and Taobao cut off links from each other, and the gunpowder smell between both sides became increasingly intense; in 2021, the country stepped forward to rectify the blocking of external links, and Taobao and WeChat, the "enemy" gradually broke the ice; today, both sides have settled their past grudges and completed traffic replacements for each other.

Over the years, facts have long proved that neither Tencent nor Alibaba can do anything. Instead of losing each other, it is better to work together.

Especially for the Internet industry where internal volume is deepening, only win-win cooperation can lead to renewed growth.

02

The second one: Taobao version of ChatGPT

Entering the AIGC era, e-commerce platforms have also ushered in new shopping scenarios.

In September, Taobao opened the "Taobao Ask" big model native AI application . It can be considered that this is a "ChatGPT" embedded in the Taobao platform.

Search for "Taobao Ask" on the Taobao APP to enter the test page.

According to the preset question given by the official, we chose a question "My face is a big round face, how do you choose a hat with a leak?"

The system provides text answers in five dimensions, including hat shape, color, material, size, and decoration, and attaches three product links. Users can click on the link to enter the shopping page.

The official defines Taobao Ask as a "senior shopping guide", "little life expert", "food expert", "travel planner" and "soul writer".

It can be seen that the official wants to portray "Taobao Ask" into an all-round assistant to a buyer, starting from all aspects of the needs to help users avoid invalid searches and greatly reduce shopping thresholds.

After all, Jack Ma once said:

"Every night, more than ten million people only shop on Taobao and don't buy it."

If Taobao has launched functions in the past mostly solved the problem of "shopping", then Taobao Quart is launched to help users solve the problem of "buying".

This is just as Wu Yongming, the new CEO of Alibaba Group, said—

The serious homogeneity of traditional Internet models has turned into stock competition, and new technologies represented by AI and artificial intelligence are becoming a new driving force for global business development.

At present, Alibaba will increase strategic investment in three types of businesses in the future, including AI-driven technology businesses.

It is obvious that AI is an obstacle that cannot be avoided in the e-commerce industry or the Internet industry. The development and changes in technology and technology are affecting the traffic distribution and presentation form of e-commerce platforms.

When the time is ripe, AICG functions like Taobao Quotes will be commercialized. At that time, the ranking, search, traffic and other mechanisms will change, and the platform will thus explore the second growth line.

03

Next, let's look at small and medium-sized businesses

Since when, Taobao’s voice has gradually overwhelmed Tmall.

The two "bombs" mentioned in the article are ultimately links and services born around Taobao.

At a small-scale communication meeting at Alibaba in May, Jack Ma proposed the concept of returning to Taobao, returning to users, and returning to the Internet.

This concept has brought a series of chain reactions to Taotian's subsequent layout, especially the "return to Taobao" focused on small and medium-sized sellers.

This year, Taotian Industrial Center was split and three industry development departments were established, one of which is called "Small and Medium Enterprise Development Center".

At the same time, after Jack Ma proposed to combine AI to serve small and medium-sized businesses and do "small business", helping small and medium-sized businesses to issue orders has become an important assessment indicator for Alibaba Mom this year.

During the 618 period, Taotian launched a big promotion "Taobao Good Price Festival" for small and medium-sized sellers. With the "largest investment in history", Taobao added 5.12 million new merchants in one year, of which about 1 million were inflowed from another major e-commerce platform, accounting for about 20% of the total new merchants.

This data is called "a great migration of small and medium-sized merchants to Taobao" by many media.

This year marks the 20th anniversary of Taobao's establishment and it is also the 20th year for small and medium-sized merchants to grow together with Taobao.

Although brand merchants have made great contributions to Taotian's revenue, the diversified supply of small and medium-sized merchants and the ability to meet differentiated needs are still Taotian's basic foundation.

This does not mean that you have to abandon Tmall if you support Taobao. Their relationship is not about one rising or the other, but about interdependence. After all, the past of big brands is the future of small and medium-sized merchants.

Therefore, only by helping small and medium-sized businesses open up an upward path can merchants and brands at all stages go hand in hand.

In an era when incremental is not present, only where there are merchants can there be consumers. This is an inevitable result of changes in consumption trends.

At present, the change in the wind has been captured by the entire e-commerce industry. In the future, merchants will have more and more voice, and the second increase of enterprises will become more and more brighter.