Project Background
The merchant is a five-year-old Taobao store mainly dealing in small household appliances such as blenders and air fryers. Due to an outdated operation model, severe product homogeneity, and a lack of a blockbuster mindset, its sales volume continued to decline to 800 orders in the second quarter of 2025, with a GMV of less than 200,000 yuan. It is facing the predicament of losing traffic and customers.
Core operation strategy
1. Bestseller reconstruction and differentiated positioning: Relying on the company's over ten years of online store operation experience, analyzing the hot-selling data of the small household appliances category on Taobao, focusing on the niche demands of "mini and high cost performance", upgrading the original large-sized blender to a "one-person dining mini model", and lowering the price to the 199 yuan range to create a differentiated bestseller.
2. All-domain traffic activation: Optimize Taobao search keywords (add "dormitory small appliances" and "single-person food blender") to improve natural search rankings; Run "Guess What You Like" scenario-based advertisements to reach potential users; Collaborate with Taobao Live influencers to conduct "Kitchen Quality Product Reviews" live streams, with a single live stream driving sales of over 300 orders.
3. Establishment of after-sales and repurchase system: By leveraging the company's comprehensive after-sales service system, we offer "7-day no-reason return and exchange" and "365-day replacement and repair" services. Our 7* 24-hour dedicated customer service staff handle after-sales issues, keeping the dispute rate below 0.5%. By setting up "20-yuan discount for repurchase" and "exclusive coupons for regular customers" through the Taobao membership system, the repurchase rate of users can be increased.
Project outcome
After three months of cooperation, the monthly sales volume of the store increased from 800 orders to 2,240 orders, and the GMV grew from 180,000 yuan to 504,000 yuan, with an increase of 180%.
The mini blender has become a bestseller in the "Dormitory Small Appliances" category on Taobao, with monthly sales exceeding 1,500 orders and the overall conversion rate of the store increasing from 3.2% to 6.8%.
The store's DSR score has risen from 4.3 to 4.9, the repurchase rate has increased from 8% to 22%, and the proportion of sales contributed by regular customers has reached 35%.
