Project Background
The cooperative merchant is a start-up domestic beauty brand, specializing in affordable products such as foundation and lip gloss. It will open a new store on Taobao in Q1 2025. In the early stage, it faced pain points such as low brand awareness, high cost of traffic acquisition, and poor conversion of detail pages. The sales volume in the first month was only over 300 orders, and the ROI of the Express Train was less than 1:1.5. It is urgent to open up a market breakthrough.
Core operation strategy
1. Product and visual upgrade: In line with the consumption trends of the beauty category on Taobao, optimize the keywords of product titles (add popular tags such as "Domestic product alternatives" and "oily skin long-lasting makeup"); The detail page was restructured by the company's top designers, highlighting the selling points of the ingredients, real-person makeup review pictures, and short videos to showcase the texture and makeup effect, enhancing the visual appeal.
2. Precise traffic layout: By analyzing the target customer group through Taobao Business Advisor (students aged 18-25 and new entrants to the workplace), optimize the targeted placement through the Express Train, and focus on long-tail keywords such as "affordable foundation" and "domestic lip gloss" to reduce customer acquisition costs. At the same time, open a Taobao Gougou account, post short videos of product reviews and makeup tutorials, and accumulate fans for traffic diversion.
3. Event and Word-of-mouth Operation: Sign up for official events on Taobao such as the "New Beauty Support Program" and "Daily Sale", and enjoy the combination offers of "Half Price for the Second Item" and "Get a Beauty Egg for Orders over 99 Yuan". We have arranged dedicated customer service representatives from 8 to 24 hours without holidays to respond to inquiries promptly, guiding users to share pictures and give reviews. Within three months, we have accumulated over 500 high-quality positive reviews and improved the store's DSR score to 4.8 points.
Project outcome
After six months of cooperation, the monthly sales volume of the store soared from 300 orders to 12,000 orders, and the GMV exceeded 860,000 yuan. Among them, the main product foundation liquid ranked among the top 50 in the "affordable foundation liquid" category on Taobao.
The ROI of the Express Train has increased from 1:1.5 to 1:4.2, the proportion of natural traffic has risen from 15% to 40%, and the customer acquisition cost has decreased by 38%.
The store was successfully selected into Taobao's "Emerging Beauty Merchant Pool", receiving exclusive traffic preference for the 618 promotion. During the promotion period, the highest single-day sales volume exceeded 2,000 orders.
