Taobao Unveils Merchant Cooperation, SNS Platforms
Sina Tech, 12/31/12
Hangzhou-based C2C & B2C e-commerce site Taobao yesterday unveiled its new Maimai merchant cooperation platform (maimai.taobao.com) and merchant-customer SNS interactivity and sharing platform "Houyuan" (Backyard).
Maimai allows merchants with stores on Taobao (TMall stores not included) to launch joint multi-store sales promotions. For example, a proposed campaign on the Maimai landing page seeks seven partner stores for a 64-ad slot promotion for "Nerd Girl Essentials." Interested merchants can apply to join the campaign, but must meet the requirements of the campaign organizer, such as guaranteeing to offer specific products daily at discounts up to 50%, or meeting requirements for storewide discounts of an amount specified by the organizer or offering free shipping on all products in order to generate significant traffic.
Taobao intends for Maimai to provide a traffic generating platform for small and medium-sized merchants on Taobao Market as well as provide them with a selection of marketing options, in the hopes that increased traffic will be converted into sales.
Taobao's Houyuan SNS product is currently in internal closed beta testing. Taobao has yet to officially announce either product, both of which are expected to launch in 2013.
Editor's Note: For more background on this topic, please see "Taobao Opens Shopping SNS" MD 12/17/12 issue.
Keywords: online advertising e-commerce Taobao Internet marketing B2C C2C SNS
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