New gameplay: Introduction to Taobao sellers' core private domain channels

Since the beginning of this year, the concept of "private domain" has been mentioned more and more, including at the beginning of the year, Alibaba's management has also mentioned this term many times at various meetings. Of course, more sellers who are good at playing in the "fan economy" have already opened up their own development path by operating private domains and have emerged from the siege in a fierce competitive environment.

At the same time, the platform continues to encourage sellers to pay attention to private domain and fan operations, gradually improve private domain tools and help sellers master relevant operations skills, and truly empower sellers to find new traffic and transaction growth points. This article has compiled the corresponding guidance content for the merchants-

1. What is a seller’s private domain?

The public domain is the public domain. For example: marketing activities across the entire network, good goods, shopping, industry channels, etc. are all part of Taobao's public domain. The public domain is usually based on certain rules or algorithms to present goods and stores to consumers, and sellers cannot manage and intervene in public domain traffic.

Private domain (private domain) refers to a position that the seller can control himself. Sellers can decide what content and products to display, and how to interact with fans, form sticky fan relationships, and enhance fans' followers' follow-up visits and repeated purchases. The Weitao content page that sellers are most familiar with is a typical private domain. Sellers can publish Weitao content independently, fans can like or comment, and sellers can reply to these fan interactions. In addition, live broadcast rooms, group chats, store acceptance pages, etc. are also the seller's private domains.

2. What are the core private domain channels?

Weitao content page, live broadcast room, group chat, search home page (i.e. "Dome"), store page, etc.

The schematic diagram is as follows:

1. Weitao content page

2. Live broadcast room

3. Group chat

4. Search the home page (i.e. "Dome")

3. Authorization application and basic operations of each private domain channel

1. Authorization application

1) Before Double 12, the platform selected a group of high-quality special sellers based on the number of store fans, fan follow-up rates and store characteristics, and gave rewards for directly activate private domain permissions.

The details are as follows:

Group chat, search home page (i.e. "Dome"), live broadcast: activate permissions with one click. The activation time is from now to before 24:00 on October 21. By using the system to open batches, sellers can log in to the corresponding backend according to the "Basic Operation Guide" below to see if the permissions have been activated.

Weitao: No need to apply for permission, sellers can use it directly

2) Other sellers who are interested in operating private domains and fans can also apply for activation permissions on their own. Please refer to the "Basic Operation Guide" below for details on the application method.

2. Basic operation guide (you must copy the address to Taobao or other browsers to watch)

1) Weitao

//weitao.bbs.taobao.com/detail.html?spm=a210m.8146753.0.0.3HVksC&postId=6836555

2) Live broadcast

//daren.bbs.taobao.com/detail.html?postId=7223317

3) Group

//dacu.bbs.taobao.com/detail.html?postId=7221847

4) Search the home page (i.e. "Dome")

//dacu.bbs.taobao.com/detail.html?postId=7221141

4. How can sellers play with private domains well?

1. Private domain skills improvement training

Starting from October 17, seller training courses will be carried out every week. The training content includes but is not limited to: 1) Operation and advanced guide for core private domain tools such as Weitao, live broadcast, search homepage (i.e. "Dome"), group chat; 2) Sharing of high-quality private domain sellers; 3) Guide to marketing activities of private domain sellers, etc.

Please pay attention to the updates of related news forums, seller centers, Taoda official accounts, etc.

2. Private domain data query

In the future, sellers can also see the situation of their private domain operations in the backend, and at the same time see the situation of their industry, and continuously optimize their private domain operations strategies.

The seller's backend data tool is being developed and improved, so please pay attention to the subsequent online notification.

5. Advancement and rewards of private domain operations

1. October and November marketing activities

Before Double 12, there were 2 large-scale marketing activities, specifically for high-quality specialty sellers (stores with strong private domain/fan operation capabilities and distinctive features). The first event time (October 28-October 30), and the second event time (November 28-November 30). The registration entrance for investment promotion will be announced soon, please stay tuned.

2. Double 12 promotion

The special seller venue for Double 12 preheating and official period will also be specifically targeted at high-quality special sellers (stores with strong private domain/fan operation capabilities and distinctive features). The registration portal for investment promotion will be announced in November, please stay tuned.

3. Daily rewards

For sellers whose private domain operation indicators (including but not limited to number of fans, active fans, fan interactions, fan transactions, etc.), we will also introduce corresponding traffic reward mechanisms and will be updated and announced in this post. Please pay attention.

If sellers carefully study Taobao’s product distribution rules, they will find that the higher the consumer conversion rate or the higher the interaction rate, the higher the feedback you will receive. In other words, the better the operation of the entire private domain traffic, the more exposure you will feed back to the overall traffic, and you will find that the more traffic you get in the public domain.

We hope to see more sellers operating their own private domain positions well, cultivating their fans well, and achieving new breakthroughs in the new e-commerce environment.

Q&A：

1. "Before Double 12, the platform selected a group of high-quality special sellers based on the number of store fans, fan follow-up rates and store characteristics, and gave rewards for directly utilizing private domain permissions." As a seller, how do I know if I am a selected high-quality special seller?

Answer: We comprehensively consider the three indicators of store fans, fan follow-up rate and store characteristics, and select the first batch of high-quality sellers with strong fan operation capabilities and unique store. Sellers can click on the October event registration link. If the store is eligible to submit registration, it means that the store belongs to the first batch of high-quality sellers; if it is unable to register, it means that the store does not belong for the time being, and you still need to continue to work hard. You can continue to pay attention to relevant content and participate in relevant training on the improvement of private domain/fan operations.

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