Taobao Opens Shopping SNS
Ebrun, 12/17/12
Hangzhou-based C2C & B2C e-commerce site Taobao has begun beta testing on a new shopping SNS site, "Houyuan" (Backyard). Taobao intends to build a shopping social networking interactive experience through the new platform, and has registered the second-level domain hy.taobao.com for the new platform.
The majority of content on Houyuan will come from Taobao's e-commerce platform. Merchants will be able to interact with customers on the new site through video, text, and audio content, special deals, and other features. Users of the new SNS will be able to ask questions to merchants within the platform and share purchases and shopping experience with other users.
In order for merchants to open an account on the new Houyuan SNS, Taobao requires that merchants have either a registered product on Taobao, a Sina (Nasdaq: SINA) Weibo microblogging account with more than 10,000 followers, or more than 5,000 fans on arts SNS Douban.
Editor's Notes: In September, industry sources reported that Taobao had become increasingly wary of being over-dependent on online shopping SNSs such as Meilishuo and Mogujie to direct traffic to the site. The launch of its own online shopping SNS may help reduce this dependence, likely to the detriment of Meilishuo, Mogujie, and other providers. For more background on this topic, please see "Taobao to Maintain Ties with Shopping SNSs," MD 9/20/12 issu.e
Keywords: e-commerce Taobao Internet B2C C2C online shopping SNS
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