Taobao Mobile announces Weitao data: users exceed 60 million in two months of internal testing

At the beginning of 2013, Qiu Changheng, head of Taobao Wireless, announced that Taobao Mobile would be "transformed" in 2013, and the first step of the "transformation" was the Taobao Mobile public platform - Weitao, which started internal testing in April this year.

The reporter learned that since the internal test in mid-April, the cumulative number of users visiting Weitao has exceeded 60 million in more than two months, and the number of Taobao sellers, shopping guides and media accounts attracted through the invitation mechanism has exceeded 3,000. Because some merchants have opened Weitao public accounts, their mobile transaction volume has reached 30%-40% of the overall sales, making it a new "model" for mobile e-commerce.

Taobao merchant "Sanmo Zhanfan" received a test invitation for Taobao Weitao at the end of April, and was fortunate to be qualified for the first batch of Weitao public accounts. Through careful maintenance of account content and users, the merchant's store wireless transaction volume has increased significantly in recent months, accounting for 14.92% in March, 18.31% in April, and 33.51% in May.

"We will share some travel notes and insights on Weitao, and pass on some positive energy. We rarely recommend our own products here, but users will be attracted by the content of our account and pay attention to our store and products, thereby increasing the transaction rate of our store." "Moli", the shopkeeper of "Sanmo Blooming", told reporters that the number of fans of its public account has exceeded 300,000, even exceeding the accounts of some well-known brands.

Shang Wen, the person in charge of the mobile Taobao "transformation" project, believes that Weitao will change and redefine the way e-commerce is played in the mobile Internet era: not only the way sellers sell things, but also the way buyers buy things. "We hope to bring users a truly personalized life experience with thousands of faces. We also hope to provide merchants with a wealth of tools to help them create content that best suits the mobile user experience and capture the hearts of users."

Shangwen revealed that Taobao Mobile previously displayed "the same products, the same stores, the same promotions and search results" to all users, but the emergence of Weitao redefined the user interface of Taobao Mobile. "Users can choose the content and products they like to subscribe to. Weitao has turned Taobao Mobile into the user's own shopping guide magazine and also into their own unique mall, where you can only see the products and brands you have paid attention to."

The reporter found through visiting the Weitao channel that some merchants have also begun to change the way they communicate with consumers through Taobao Mobile. These merchants have turned Taobao Mobile into a fun and open platform, and use this platform to better serve consumers and manage and maintain relationships with consumers.

Taobao women's clothing seller "Lijia" has started C2B reverse customization through Weitao. The reporter saw through the mobile Taobao Weitao channel that "Lijia" has 360,000 "followers" on Weitao. The merchant launched a voting activity for autumn and winter women's clothing selection through the Weitao channel. Whether it looks good or not, whether you like it or not, all depends on the users. Such content is surprisingly active, with hundreds or thousands of users participating in interactive comments on each post on average.

Well-known e-commerce expert Gong Wenxiang believes that mobile e-commerce has provided new opportunities for more people, whether they are "small and beautiful" businesses or industry "giants". He said that since Weitao users are all Taobao purchasers, their fans are more valuable than other "micro" platforms, "five times the value of WeChat fans".

The person in charge of the Weitao project revealed that although the internal testing has been going on for more than two months, there is still no plan to fully open the Weitao platform. "The transformation of Taobao Mobile has just begun. Currently, we have only realized basic functions such as personalized subscription and commenting. In the future, we will also have customized plug-ins, voice communication, circle groups and other functions."

Author:ralf