Taobao Special Edition
Last week, a total of three shopping apps in the Top 10 App Store App Free List were on the list, namely “Pinduoduo”, “Taobao Special Edition” and “Taobao”, of which the first two are mainly targeting the sinking market.
According to data from ASOWorld, “Taobao Special Edition” has continued to increase in downloads in the past week, and currently ranks No. 4 on the App Free List and No. 2 on the App-Shopping List.
After entering March, the marketing and promotion of “Taobao Special Edition” has also increased its horsepower. Not only has the “March Anniversary” logo added to the icon, ASOWorld Research Institute has learned about the “Taobao Special Edition” through App Growing data monitoring. The number of ads placed in the past three days has also continued to rise, perhaps to build momentum for the March anniversary event.
Although both “Pingduoduo” and “Taobao Special Edition” are mainly targeting the sinking market, holding high the three flags of low price, affordable, and cost-effective, the models of the two apps are different. The Slogan of “Pinduoduo” is “Buy together to make it cheaper”, and the subtitle of “Taobao Special Edition” is “Good goods are cheap and don’t have to fight.” It is inevitable to see the difference between the two.
The “Taobao Special Edition” model is to focus on C2M white-label products. The factory can supply directly without OEM, and users can easily buy low-priced daily necessities, such as an electric toothbrush for 9.9 yuan and a non-steel ring for 9.9 yuan. Underwear, 100 floss sticks for 1 yuan free shipping… “Taobao Special Edition” provides a large number of affordable, high-quality and good products to stimulate consumers’ enthusiasm for placing orders.
According to Alibaba’s latest financial report, the monthly life of the “Taobao Special Edition” has now exceeded 100 million, and is firmly sitting in the top three of the market. QuestMobile’s report on January 26 also pointed out that “Taobao Special Edition” has become the mobile application with the fastest annual user growth rate with a year-on-year growth of 550%.
From “Pinduoduo” to “Taobao Special Edition”, the potential of the sinking market has highlighted the needs of users, and at the same time a large number of entrants have emerged. However, the homogenization of shopping App products is increasing day by day, and low prices are no longer a panacea. Consumers in the sinking market are becoming more autonomous and rational.
For practitioners, they must also find their differentiated advantages when entering the game. Although they can quickly open up their voices through large subsidies, forwarding and receiving red envelopes, how to accurately control the consumer psychology of users and how to occupy more Market share is more critical.