Taobao Limits Coupons: How Can Service Providers Earn Their Own Money?

< p > > according to the clue provided by < a > seller < /a >, the adjustment of Taobao's current round mainly focuses on three aspects: < /p >
< p > 1 the number of sending users to Taobao (the nickname of buyers) dropped from 100 to 20 at a time; < /p >
< p > 2 the total amount of coupons issued by sellers through third party service providers (ISV) is 16000 sheets / day, which is consistent with official tools; < /p >
< p > 3 API security level changed from W1 to W2. < /p >
< p > marketing service providers face "scrap" < /p >
< p > no one questioned Taobao's efforts to rectify the service market. However, Taobao's new deal was overthrown and many sellers were caught off guard. On the other hand, it was "heavy hit" CRM service provider whose main business was coupons. < /p >
< p > < strong > the revised Taobao coupon issuance policy < /strong > /p >
< p > from the bull's eye of policy targeting, the most important setting is that the number of coupons is firmly controlled in 1.6. According to the feedback from service providers and sellers, the application of coupons is far greater than that figure. Especially in the annual marketing nodes such as "double 11", coupons bring significant market lethality. < /p >
< p > "double 11 days to send millions of coupons, according to the current limit requirements, more than 10 thousand days in 1 days, more than 100 days to be able to cover the customer base, to achieve marketing results, which is equivalent to nonsense!" < /p >
< p > from the aspect of service providers, especially the coupon group CRM providers, they are almost at risk of "scrapping". < /p >
< p > "originally ISV can send coupons to old customers regularly or in an event triggered way, that is to say when to send us to control." The service provider pointed out that under the new regulation, coupons must be sent within 30 minutes after the seller's authorization, and coupons can not be used if they exceed 30 minutes. < /p >
< p > < strong > limiting the number of coupons can not cure this < /strong > < /p >.
< p > in the view of service providers, it is not very sensible for Taobao to purify the market by restricting coupons. < /p >
< p > a large CRM service provider pointed out that there are many non-standard marketing tools in the market at present. There is a software called "2014 Taobao's most powerful drainage artifact", which can directly add any buyer to the membership management system and offer unlimited coupons. Some unscrupulous sellers use this loophole to submit strangers to the membership system through simulation, and recruit new members through the voucher function. < /p >
< p > however, the latest decision of Taobao is not understood by service providers. They believe that Taobao's consistent policy of "one size fits all" aims at cutting the Gordian knot but not hitting the nail on the head. < /p >
< p > it is reported that the so-called "Taobao's most powerful drainage artifact" can import 5000 members every day. It can be seen that even if the 16 thousand member coupons are now restricted, it is difficult to avoid the spread of marketing. < /p >
< p > "the main loophole is to prohibit sellers from taking the general buyers into new members. The threshold is not to issue coupons, but to buy them to become members. This is the key to permanent cure." In this regard, the service providers pointed out that as the third party only provided the interface for issuing coupons, they should not be "linked". < /p >
< p > < strong > Taobao's "buyer logic" < /strong > /p >
< p > this adjustment is not the first time that service providers have "fired guns". Taobao had ordered to block orders for mobile phones, and the crisis of "lost sale" once caused panic among sellers and CRM service providers. However, this order was eventually returned to Taobao by many doubts. < /p >