World Net Business Reporter Xu Yiting

Jiang Senjie, the operation director of Jiadiaoni Fishing Tackle Company, found that in 2021, there will be more “emergency communication” between himself and the person in charge of the company’s Taobao store.

The last time it was a week ago, Taobao announced that the four paid merchant marketing tools (“Sambao”, “Single Product”, “Coupon” and “Coupon”) will be changed to free. After learning the news, Jiang Senjie communicated with the person in charge of the Jiadiaoni Taobao store at the first time, “Let them use many free tools according to the situation of the store.”

Prior to this, many of their discussions were centered on the adjustment of Taobao related rules.

It is reported that Taobao has recently launched a series of equity measures to support businesses to start businesses on the platform more efficiently, including reducing shop costs, improving service capabilities, and providing free operating tools such as “three treasures and one coupon”.

Eighteen years after its establishment, Taobao has formed a massive and abundant supply of goods, which is also its core competitiveness. In the past year, the number of merchants pouring into Taobao to open stores once reached about 40,000 a day, and the average age of these entrepreneurs was around 26 years old, and most of them were small and medium-sized businesses with 3-10 people.

Taobao also hopes to better serve merchants through its own changes.

On April 10th, Alibaba stated in the “Letter to Customers and the Public” that it will continue to introduce a series of measures to lower platform operating thresholds and reduce platform operating costs, so as to create more openness, fairer and more efficient for the majority of businesses. , A platform environment that shares development achievements, and better serves small and medium-sized enterprises and the real economy.

Taobao’s recent series of measures can be regarded as a footnote to its continuous efforts to create a better platform environment.

“Reduced”, “free” and “service” to optimize business experience

“It used to take about two or three days for us to open a Taobao store, but now it only takes 5 minutes, which is too convenient.” A Taobao merchant told Tianxia.com.

For new businesses, the threshold for opening a Taobao store is indeed lower than before, which is mainly reflected in the simplification of the steps to open a store.

It is understood that at present, new merchants can search for “opening a shop” or “opening a shop on Taobao” through the Taobao app client, and only need to register, verify and review the three steps to open a shop. The whole process only takes 5 minutes.

Moreover, as long as the “consumer protection service agreement” is signed when the store is opened, the new merchant will be exempted from paying the deposit, and more funds can be used to prepare the supply of new stores, promotion and other matters. During this year, old merchants can also enjoy the service of returning the deposit, the amount of these deposits ranges from 1,000 yuan to 100,000 yuan.

In addition to lowering the threshold, many tool fees are gradually being waived.

Take “shop treasure”, “single product treasure”, “collocation treasure”, and “coupon” (“three treasures and one coupon”) as examples. This is the most commonly used tool product for daily Taobao merchants to operate stores, which can help merchants design according to different marketing nodes The form of promotional offers for commodities, such as “coupons”, “Buy it Now”, “subtract XXX yuan for XXX yuan” and so on.

As an operational artifact for merchants to achieve store drainage, improve product conversion, and increase repurchase, the free “Three Treasures and One Coupon” will increase the utilization rate of merchants.

In terms of “service”, there are two major initiatives.

First of all, every business can quickly find an exclusive Taobao Xiaoer to solve the problems encountered in daily operations.

This year, all Taobao operators will become account managers of merchants on a part-time basis to support solving the problems encountered in daily business operations and improve their service capabilities.

At present, Taobao officials have officially launched the “Taobao Merchants Official Group”. Merchants can easily find Taobao Xiaoer in the group to solve the problems encountered in the process of store operation. At present, new businesses can quickly join the group by searching and joining the “Taobao Official Group” on the Qianniu Workbench.

Second, Taobao has opened local operation centers in many cities to provide services for local businesses.

At present, Taobao Tmall business operation centers have begun operations in Jinhua, Guangzhou, Foshan, and Chaozhou, and will continue to deepen in Huzhou, Nantong, Xiamen, Huizhou and other industrial belts. It is expected that this year, Taobao will open physical business operation centers in 20 cities across the country.

Specifically, the Taobao Tmall Merchant Operation Center will provide new local merchants with services such as: Taobao Tmall green channel for opening stores, business operation training, resource docking, marketing support, and building new brands to support the rapid growth of businesses.

“These changes in Taobao show us new opportunities”

For the recent series of changes in Taobao, many merchants said that they are very positive.

The Niancun Soil and Agricultural Products Professional Cooperative opened a Taobao shop in 2017. The owner, Zeng Xiangqi, said that all the local products sold in the store are from his hometown of Sanming, Fujian, with annual sales of more than 300,000 yuan.

“Our Taobao store usually opens coupons, and the half-year fee is about 100 yuan. Although these tools are not expensive, we will use them selectively. After all, we have a small business. Now that many tools are free, we will definitely try our best Use them all,” Zeng Xiangqi said.

For many small and medium businesses, the “service” initiative may have greater significance.

Many merchants told reporters that when they encountered business problems before, they did not know which Ali junior to look for. Secondly, if they were outside Zhejiang Province, it would cost a lot of time and money to go to the headquarters of Alibaba in Hangzhou. With the official Taobao group and local operation center, communication is more convenient.

Jiang Senjie saw the meaning behind these measures.

This is Jiang Senjie’s eighth year as Taobao. The Jiadiaoni company where he works started from Taobao and currently has a Tmall flagship store and two Crown Taobao stores.

“These changes in Taobao now make me feel the kind of opportunity more than ten years ago. The first time I placed an order on Taobao was in 2006, and it was incredible at that time. I gave you the money online, and you would Give me the goods, but you see, it’s normal now. This is the development and the opportunity. The recent moves of Taobao have shown us what it looked like when it first started, and it feels that new opportunities are coming, and the overall operating atmosphere of the platform A big step forward.”

For example, Jiang Senjie said, “Don’t look at the amount involved in the’Three Treasures and One Coupon’, but it represents a trend, that is, Taobao is doing things that are more beneficial to merchants.”

For Taobao, supply is the foundation and the key to future development. Kai Fu, the person in charge of Taobao’s industry, also said, “Taobao’s increment is in new categories and new supplies.” And behind the supply, it is the merchants.

The various measures have three purposes: to allow new businesses to continue to flow in and increase the richness of supply; to allow new businesses and new brands to grow rapidly on Taobao; to allow mature businesses to release their energy and spend more time and money on product innovation and service Innovation. The three are superimposed to enhance consumer experience and bring a positive cycle.

It is reported that Taobao will launch new measures in the future to continuously lower the entry barriers for merchants and reduce operating costs.