Taobao Guangguang signs the first batch of preferred service providers to help merchants achieve efficient product promotion

On January 18 , Taobao Guangguang signed the first batch of brand cooperation preferred service providers , including MCN and content marketing agencies such as Qumo Culture, iEVER Meike , Moli Media, Zhiyuan Culture, and Erma Public Relations . They will provide merchants with one-stop "nanny-level" services including brand analysis, full-case planning, content operation, and traffic delivery , helping merchants to achieve efficient brand promotion and product seeding.

At the signing ceremony, iFlytek, the person in charge of Taobao's content ecosystem operations , said that last year, GuanGuang built the basic capabilities of the content platform, and this year, it will work with ecosystem partners to more clearly provide high-quality, authentic content to better serve merchants and consumers. It is reported that after signing the contract to become a GuanGuang preferred service provider, the service provider can enjoy a series of rights and interests such as data empowerment, platform products, recommended brand cooperation opportunities, exclusive Xiaoer services, and growth-related training .

In April last year , Taobao launched the Guanghe Platform, a content ecosystem service platform, to provide one-stop services for content creators and merchants. After the launch, a number of high-quality service providers emerged . They solved the problem of "how to seed content" for brands through their advantages in content creators and content planning .

Qumo Culture is one of the preferred service providers of Guanguang that signed the contract this time . They currently have more than 60 in-house talents and thousands of talents with in-depth cooperation to jointly provide high-quality content for the brand. In 2021, they published more than 1,800 original contents on Guanguang, and the content-guided transactions reached tens of millions. " We used to only serve individual customer needs . This year, we have successively received year-round cooperation models from brands on the Guanguang platform . In 2022 , our revenue growth rate on Guanguang is expected to exceed 100%. " ​​Wang Kewei of Qumo Culture introduced on the spot.

Brands have also gained better content seeding effects through service providers. Take the beauty brand Carisla as an example. Service provider Jasmine Media tailored the topic "Cat Girl Challenge" for it on Guanguang . It used immersive makeup teaching, multi-angle evaluation, plot interpretation and other high-quality and rich content forms to increase brand exposure by 20 times and increase store visitors by 500% , effectively leveraging content to influence brands.

During the Double 11 shopping festival last year , a total of 250 million consumers used the “grass-planting machine” function of Guanguang to plant seeds for Double 11 products, and Guanguang officially became the entrance to Taobao’s content planting center. Currently, one-third of Taobao’s orders come from content planting. The introduction of brand selection service providers will further improve the ecological effect of Guanguang and make merchants’ content planting more efficient.

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