Taobao and Tmall launched the "buy one across stores" campaign, with one merchant selling 14,000 orders of laundry detergent at one time

The reporter learned from Taobao that the Taobao Tmall "Buy One" tool is now fully open , and the newly added cross-store gameplay has also been gray-tested recently . Merchants can apply to activate it free of charge.

"Buy one" means that when consumers enter the order settlement stage , they can buy a free shipping product. Although the functional experience is small, it brings considerable benefits to the merchant group.

The reporter learned that merchants who have opened the "Buy One" service can bring in new transactions without any additional cost. Currently, merchants who have opened the service mainly use it to promote new products, open new stores, and increase repurchase rates .

Qianniu backend "Buy One" configuration page

In addition to the "buy one at a time" feature in the same store , the recently tested gray test function also has a new " cross-store " capability. Specifically, the products registered by merchants can be recommended to new customers who have never purchased the product category through " buy one at a time " feature .

A Taobao merchant who sells beauty and skin care products and participated in the "Buy one across stores" campaign in the early stage told reporters that judging from the store data, whether it is "Buy one across stores" based on the same store logic or "Buy one across stores" based on different store logic, it can bring good new orders.

The difference between the two is that the latter can bring in more new customers in different categories and bring a surge in incremental orders during the promotion period. For example, after merchants sign up for the "Buy One Across Stores" event, they can push these products to more consumers with similar needs, or even consumers who have never purchased this category , to attract new customers. The merchant said, "After launching the " Buy One Across Stores" event in the past week , in addition to an increase in orders, the number of new customers has also reached a new high ."

Another businessman engaged in the household cleaning industry said that at its peak, the sales of a 4-pound laundry detergent in his store reached 14,000 orders at a time from " cross-store purchases " .

" Buy one " on the order page

For merchants, the greatest value of buying one item at a time (including buying one item across stores) is that it is a hot selling tool that quickly makes a single product popular by increasing sales. Of course, this also requires merchants to set up a pool of products for buying one item at a time based on their own brand or store tone, and to select products with high cost performance or new product samples that have consumer interest points. This is how the Taobao clerk in charge of this product explains it.

Not only in the beauty and personal care industry, but also in standard product industries such as food and snacks, household cleaning products, toys and ornaments, the more cost-effective and brand-conscious a product is , the faster it will become a hit. Three Squirrels took the lead in trying out the "buy one" feature in the middle of last year, and initially put more than ten products on the shelves. Among them, the best-selling products are 100g small bags of plant-based beef jerky and 110g small bags of macadamia nuts . A relevant person in charge of Three Squirrels said that the conversion rate exceeded 20%, which is one of the highest conversion rate tools seen so far.

According to Taobao, as of now, more than 400,000 merchants use this function every day to increase repeat purchases and promote new products .

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