Project Background
The cooperative merchant is a new and emerging brand specializing in maternal and infant care. It opened a new store on Taobao in Q3 2025, focusing on products such as baby shampoo and body wash, as well as buttock protection cream. In the early stage, the company faced problems such as high compliance thresholds in the maternal and infant category, difficulty in establishing brand trust, and insufficient traffic accuracy. Only over 300 orders were issued in the first month, and due to the lack of clear indication of ingredient compliance information on the detail page, the consultation conversion rate was less than 3%.
Core operation strategy
1. Dual establishment of compliance and trust systems: Assist merchants in completing the qualification filing of maternal and infant products, prominently display compliance documents such as ingredient test reports and tear-free formula certifications on the detail page, and mark the core selling points of "0 flavoring, 0 preservatives". The main product image is optimized by the company's high-end designers, highlighting the visual identity of "exclusive for mothers and babies", and combined with real pictures of babies' usage scenarios to reduce consumers' decision-making concerns.
2. Precise traffic targeting: Relying on Taobao Business Advisor to analyze the profile of the mother and baby group (mothers aged 25-35), target precise keywords such as "Baby Tear-free Shampoo" and "Newborn buttocks Protection Cream", optimize the direct Train and super recommendation placement, and at the same time sign up for Taobao's "Mother and Baby Good Products Special Session" and "New Mother Support Program" to obtain official traffic preference.
3. After-sales service and word-of-mouth enhancement: 7* 24-hour dedicated customer service without holidays is activated. Standardized responses are developed for issues of concern to mothers such as "allergy risks" and "usage methods", with response times controlled within one minute. We launched services such as "Free trial packs" and "return if not satisfied", encouraging users to share pictures and give reviews. Within three months, we accumulated over 800 high-quality positive reviews, and our store's DSR score rose to 4.9 points.
Project outcome
After five months of cooperation, the monthly sales volume of the store increased from 300 orders to 6,200 orders, and the GMV exceeded 450,000 yuan. Among them, the baby shampoo and body wash became a new bestseller in the "Mother and Baby Care" category on Taobao, with monthly sales exceeding 3,000 units.
The consultation conversion rate has increased from 3% to 9.5%, the proportion of natural traffic has reached 42%, and the customer acquisition cost has decreased by 40%.
Successfully selected as a "High-quality New Merchant for Mother and Baby Products" on Taobao, obtaining exclusive event resources for Double 11 and locking in the promotion traffic in advance.
