Tmall flagship store homepage opens Live Card function to help merchants attract new customers, retain customers, and increase ARPU value

On March 3 , the reporter learned that an upgrade for Taobao and Tmall merchants’ store homepages: Store dynamic card Live   Card (hereinafter referred to as " Live Card ") has recently been opened to all merchants, supporting merchants to freely set the display content on the store homepage.

Video settings for brand store homepage

This means that every merchant operating in different industries and categories can display their products in a differentiated manner according to the characteristics of their own products, providing consumers with a differentiated shopping experience.   Card can support free combination of modules such as video, audio, 3D , AR &VR , and interactive mini-programs, a Tmall merchant told reporters.

For example, merchants selling clothing products can set the store homepage to a pure video format, so that consumers can intuitively feel how the clothes look when worn. Merchants selling furniture products can use 3D model rooms to let consumers intuitively feel what a bed looks like in their own bedroom online.

The reporter then went to the U smile Tmall official flagship store to browse and found that the merchant provides consumers with a free oral intelligent detection service. While popularizing the correct way to brush teeth to consumers, it also recommends products based on its own selling points. This type of experience change is reflected in the Tmall flagship stores of many brands such as Philips, Avene, and La Roche-Posay.

Oral examination tools on the homepage of usmile Tmall store

Live   What new capabilities and business opportunities will Live Card bring to merchants? A Taobao agent told reporters that   Card has realized the upgrade of Tmall and Taobao store homepage from static long pictures to diversified content.   Cards are independent modular content, so merchants can intuitively understand "Which products in the store do consumers prefer? Which visual content attracts them to stay longer?" In this way, merchants can optimize their stores in a more targeted manner .

It is reported that Live Card , as a new store management capability, is open to all merchants for free. For small and medium-sized merchants with weaker content capabilities, the platform also provides official templates for free use. According to Taobao, nearly 80% of merchants on the entire platform have upgraded , and more than 1 million merchants update their content every day.

On January 6, Taobao and Tmall announced the full integration of their two major businesses in the background, and established three new centers: Industry Development and Operation Center, Platform Strategy and Operation Center, User Development and Operation Center, focusing on industry operations and improving consumer and merchant experience.

In the past month, Taobao has provided merchants with free business tools such as "shipping with combined orders" and "getting gifts for posting orders" to help them improve their business efficiency. At the same time, it has also upgraded the "instant refund for undelivered goods" service on the platform to bring consumers a smoother shopping experience.

Industry insiders commented that the Internet has entered the post-traffic era. How to continuously, stably and meticulously operate stores and strengthen connections with consumers to achieve more efficient purchases and repeat purchases is an important next strategy for merchants.

Taobao

Tmall

Merchants