Taobao Introduces Maker Rating System to Champion Young Entrepreneurs, Originality
July 30 2020 - 3:06AM
Business Wire
New hybrid online-offline virtual experience
on fifth anniversary
Taobao, China’s largest social commerce platform, today launched
a new rating system that rewards outstanding young creators and
small businesses with greater market exposure by spotlighting their
creativity and making their products more accessible to over 840
million China retail marketplaces users. This launch coincides with
the fifth anniversary of Taobao Maker Festival (TMF).
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the full release here:
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Chris Tung, Chief Marketing Officer of
Alibaba Group, said that, Taobao has upgraded the popular TMF
awards into a rating system that will provide year-long brand
exposure and marketing resources to China’s most talented and
entrepreneurial young minds. (Photo: Business Wire)
Started in 2016, TMF is Taobao’s signature event and this year
it will take on a fresh approach that combines virtual exhibition
together with a merchant road trip to engage with local fan
communities in four cities – Hangzhou, Xi’an, Chengdu, and
Wuhan.
Year-long support to merchants with more exposure
Taobao has upgraded the popular TMF awards into a rating system
that will provide year-long brand exposure and marketing resources
to China’s most talented and entrepreneurial young minds.
An independent panel of judges comprised of industry experts
will review and rate all the TMF merchants that have participated
over the past five years. The four-tiered rating system will reward
digital badges to approximately 200 merchants. Products from the
rated merchants will be included in the personalized product
recommendation feature “Good Find” section on Taobao, which will
significantly boost their profile and visibility to consumers.
“The new rating system promotes and celebrates originality and
creativity. It will enable merchants to leverage their
participation in the Taobao Maker Festival into a source of
year-round benefit for growing their business and customers,” said
Chris Tung, Chief Marketing Officer of Alibaba Group. “This
is an initiative driven by our longstanding goal of helping small
businesses and young makers to achieve their dreams and find
success.”
Taobao’s Pioneering Content-Driven Commerce Strategy
The new rating system is the latest showcase of Taobao’s
pioneering content-driven commerce strategy that was launched back
in 2016, the year when the TMF was born. The strategy helped Taobao
to transform from a transactional-driven e-commerce marketplace
into a multi-dimensional social commerce platform that allows users
to enjoy a wide range of content to drive sales efficiency and
customer stickiness. Other flagship tools benefiting from the
strategy include Taobao Live, Weitao (a social media platform on
Taobao), short-form video, microblogs and the curated
recommendation channel “Good Find.”
As a result of the strategy, Taobao has seen a major boost in
the number of creative merchants, which now counts more than
200,000, representing a 200% growth from 2018.
Kaifu Zhang, Head of Taobao Operations, emphasized
Taobao’s commitment to fostering China’s next generation of makers
and merchants through content creation. “We continue to leverage
our unique content-driven strength to help young entrepreneurs and
small businesses win market traction and bringing better experience
to consumers.”
First-ever TMF Road Show
Focusing on the positive impact of “New Blood,” TMF is making an
innovation this year. For four days starting August 10, Taobao will
launch its online exhibition, supported by Taobao Life, a 3D
avatar-based virtual world. Taobao users can visit a six-themed
online pavilion using their own unique avatar, interacting with the
virtual figures of celebrities.
Another first this year is that TMF visitors do not need to come
to the carnival. Instead, the carnival will come to them. The
merchants will be out and about meeting TMF fans while on road trip
to four cities: Hangzhou, Chengdu, Xi’an and Wuhan.
During the 20-day road trip, which starts in Hangzhou today, a
large truck will be converted into mobile storefronts to allow
dozens of merchants to display their products in each city. At each
stop, Taobao and selected makers will also hold mini offline events
that draw on each city’s unique culture and heritage.
About Taobao Marketplace
Launched in 2003, Taobao Marketplace (www.taobao.com) provides
consumers from both large cities and less developed areas with an
engaging, personalized shopping experience, optimized by big-data
analytics and technology. Through highly relevant and engaging
content and real-time updates from merchants, consumers can learn
about products and new trends. They can also interact with each
other and their favorite merchants and key opinion leaders.
Merchants on Taobao Marketplace are primarily individuals and small
businesses. According to Analysys, Taobao Marketplace was China’s
largest mobile commerce destination with a large and growing social
community, in terms of GMV for the 12 months ended March 31, 2020.
Taobao Marketplace is a business of Alibaba Group.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20200730005372/en/
Jenny Hsu Alibaba Group +86 178 5741 1742
jennyhsu@alibaba-inc.com
Claire Zhao Alibaba Group +852 9727 8923
yanan.z@alibaba-inc.com
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