1, initial marketing
(1) "The countryside surrounds the city". Because the state has strengthened the supervision of short messages, a large number of small and medium-sized websites and personal websites have lost their profit sources and are unsustainable. Taobao put advertisements on these small websites to let consumers know that there is such a C2C e-commerce website.
(2) Taobao and MSN Waiting for the portal alliance. Because people's views on Taobao have changed a lot, Taobao began to form a strategic alliance.
(3) Use the media for marketing. Since Beijing International Radio and Television Week in 2004, Taobao has used the best-selling New Year's film to improve its popularity, and also put props on the Internet for auction.
2. Website quality
( 1)? Website interface design. Taobao constantly improves and innovates to make the screen of the website more concise.
(2) Customer service center. Once users have any questions they don't understand, they can go to the customer service center to seek solutions. The customer service center includes four sections: Help Center, Taobao Friend Help Bar, Taobao University and Business Security.
(3) Virtual community. The success of Taobao virtual community has promoted the trust of consumers. Virtual community consists of suggestion hall, consultation office, Alipay school, Taobao stories and experiences.
3. Free advantage
When Taobao was successfully launched in July 2003, it quickly opened the C2C market in China for three years with a "free" brand, and replaced Yi Bei as the first C2C leader in China in just three years. On June 2005 10 and 19, Alibaba announced that "Taobao will continue to be free for another three years". On June 8, 2008, 10, Taobao announced at the press conference that it would continue to be free.
4. Credit system
Taobao's real name authentication. Once Taobao finds that the main content in the user registration information is false, Taobao can terminate the service agreement with the user at any time.
Using network information to establish an open and transparent credit evaluation system. The basic principle of Taobao's credit evaluation system is that after the transaction is successful, both parties give each other a credit evaluation.
5. Trading platform
In order to solve the payment problem of C2C website, Taobao has created a technical platform of "Alipay service". It is an identification service jointly launched by Zhejiang Alipay Network Technology Co., Ltd. and the public security department. The launch of Alipay has solved the worries that buyers can't get the purchased goods or get inferior goods that are inconsistent with sellers' online statements. At the same time, it also solves the seller's worry that he can't get the money by delivering the goods first.
6. Security system
Taobao also pays attention to the construction of integrity and security, and introduces a real-name authentication system to distinguish between individual user authentication and merchant user authentication. These two certifications need to submit different materials. Personal user authentication only needs to provide identification, and business license is also required for business authentication. A person cannot apply for two certifications at the same time.
7. Online shop transfer
It was learned from Taobao that the online entrance of "online shop transfer" was officially opened on July 24, 2003+2065438, which means that online shop operators can apply for "transfer" to the platform as long as they meet some necessary conditions in the future. After the transfer, the reputation of the online store remains unchanged, and all business activities are uniformly retained. At the same time, Taobao also has certain restrictions on both sides of the store transfer. For example, various service agreements signed by the original store will be undertaken after the transfer.
8. Special services
At the same time, it is the largest and safest online trading platform in Asia, providing all kinds of clothing, beauty, home, digital, phone/card recharge, 200 million high-quality special products, as well as security transaction guarantee services such as guaranteed transaction (first payment, first payment, three or seven days without any reason, digital free maintenance, etc.
Extended data:
Website scale
By the end of 20 14, Taobao had nearly 500 million registered members, with over 65438+200 million daily active users and online products 10 billion. In c2c market, Taobao accounts for 95 1% of the market. Taobao has developed rapidly on the mobile phone side. According to the latest mobile shopping report of 20 14 released by Analysys, the market share of mobile phone Taobao+Tmall reached 85. 1%. Up to now, Taobao has created 4.677 million direct employment opportunities.
With the expansion of Taobao's scale and the increase of users, Taobao has also changed from a single C2C online mall to a comprehensive retail business circle including C2C, distribution, auction, direct supply, crowdfunding, customization and other e-commerce modes.
Baidu Encyclopedia: Taobao.