Taobao Raises Threshold for Weitao Public Account Applicants
Ebrun, 8/02/13
Hangzhou-based C2C and B2C e-commerce site Taobao's public accounts-style mobile channel Weitao has raised merchant eligibility standards for the third round of closed-beta testing of the product, requiring that 30% of Taobao merchant applicant sales come from the Taobao mobile client.
In addition, Weitao has required beta-test applicants to provide evidence of experience with consumer lifestyle magazines, consumer lifestyle shopping sites, consumer branding companies, or online shopping navigation in order to ensure creative and original Weitao accounts. Weitao memberships also call for extensive advertising and media resources, such as a core group of social media followers or connections with online or traditional media outlets.
Weitao has a number of strict requirements for operation of beta-test accounts, such as displaying merchant Weitao QR codes prominently on merchant online sites, product pages, and product packaging, as well as attracting new followers through SMS and customer outreach. After one week of Weitao account operations, users must have at least 300 followers, and after one month, have published 7 items of Weitao content.
Editor's Note: For more background on this topic, please see "Taobao Tests Weitao Public Accounts Platform" MD 6/13/13 issue and "Taobao Weitao Public Accounts Reach 3,000" MD 7/01/13 issue.
Keywords: mobile application m-commerce e-commerce Taobao wireless B2C C2C Weitao
Sending
