Our reporter Yuan Chuanxi
In the next decade, the focus of e-commerce business will shift from traffic dividends to deeply cultivating user value. Recently, Taotian Group released a white paper titled "2023 Taobao and Tmall Private Domain Growth Methodology", which pointed out that online retail has entered a stable growth stage, and returning to users and deepening user value are the key to stable growth of e-commerce business.
Deloitte Management Consulting Partner Deng Nie stated that according to research, deep connectivity among private domain users is an inevitable choice for long-term growth in e-commerce in the future, with Taobao and Tmall being the core battlefield leading long-term growth with private domains.
The white paper points out that, from the perspective of the Taotian platform as a whole, private domain relationship users have become the foundation of business for merchants in some industries. Especially in industries such as fast-moving consumer goods, outdoor sports, and health, private domain relationship users have contributed over 60% to transactions. Among them, the current proportion of private domain relationship users exceeds 20%, and has contributed nearly 60% of the transaction amount to merchants.
Figure: The proportion of transactions between private domain relationship users and relationship users (provided by enterprises)
The outbreak of private domain relationships has brought tangible orders to businesses. Deng Nie believes that being able to deeply connect stores with users is the gene of the Taobao Tmall platform. "Taotian is the only top e-commerce enterprise that operates based on stores. Stores are like a treasure trove, taking on all the popularity and content, combined with the platform's shopping mentality, and can later be converted into repeat purchases. Therefore, this store is a unique feature that cannot be compared to any platform."
Since the beginning of this year, Taobao and Tmall have launched an internal purchase gameplay that supports merchants to flexibly set old customer prices and fan prices. A simpler and lower threshold membership system has been implemented, and more intuitive business advisory data has brought confidence to merchants. Stores have become the core battlefield for merchants to quickly accumulate word-of-mouth, activate members, connect fans, and expand private domain orders.
