Over 100 million new members were added to the business, and member orders increased by more than 100% in many days. Tmall's Double 11 private domain became a new engine for business growth

Private domain has become an important new growth engine for Taobao merchants.

Since October 24, Tmall Double 11 has brought more than 100 million new merchant members to Taobao Tmall merchants; as of 24:00 on November 10, the total number of merchant members on the platform has increased by nearly 30% compared with the same period last year, and the number of stores with over 10 million merchant members has set a new historical high.

The explosion of private domain relationships has brought real orders to merchants. During the Tmall Double 11 period, the member orders of merchants on the Taobao Tmall platform increased by more than 100% for many days, and many industries including clothing performed well, with the member population contributing nearly 30%.

In terms of repeat purchases from old customers, as of 24:00 on November 10, repeat purchase orders from old customers recorded double-digit year-on-year growth for many days, among which the apparel, fast-moving consumer goods, sports and outdoor, food and other industries recorded year-on-year growth of more than 45% for many days.

In order to help merchants continue to benefit from private domain operations, during Tmall Double 11, Taobao Tmall has implemented five major initiatives, including free merchant private domain tools and old customer return visits, to provide merchants with more free tools and exposure opportunities for fans, old customers, and members, helping merchants increase repeat purchases and obtain more orders through private domain operations.

A series of measures have brought confidence to merchants and brought about a continuous improvement in their operational enthusiasm. More and more merchants are actively investing in private domain operations. During Tmall Double 11, the number of active private domain merchants has doubled for several days.

Since the beginning of this year, Taobao and Tmall have supported merchants in flexibly setting prices for old customers and fans for in-app purchases. A simpler and lower-threshold membership system has been implemented, and more intuitive business advisor data has given merchants confidence. Stores have become a core position for merchants to quickly accumulate word-of-mouth, activate members, connect with fans, and increase private domain orders.

Industry insiders generally believe that the Internet traffic dividend has shifted from the public domain to the private domain, and the operation of private domain populations, including members, fans and old customers, has become an important dividend means for e-commerce merchants to obtain profits and maintain scale growth.

At the 2023 Tmall Double 11 press conference, Dai Shan, CEO of Taobao Group, stated that Taobao Tmall has the largest number of high-quality consumer users in China, "will not only be committed to bringing in more users, but also retaining them, and will also bring these user assets from the public domain to the private domain of each merchant", helping merchants build their private domain traffic pools and allowing merchants to maintain long-term business growth.