Project Background
The merchant is a six-year-old Taobao home textile store, mainly dealing in four-piece sets, summer cooling quilts and other products. Due to outdated product styles, weak traffic operation and the lack of a repurchase system, the monthly sales volume dropped to 500 orders in the second quarter of 2025, with a GMV of less than 120,000 yuan. The loss of old customers is serious, and it is facing the risk of being eliminated from the market.
Core operation strategy
1. Product and visual renewal: In line with the consumption trends of "simple ins style" and "antibacterial and breathable" in the home category on Taobao, assist merchants in upgrading product styles and add core items such as "Antibacterial Fabric Four-Piece Set" and "Washable Summer Quilt". The company's design team restructured the store's visual system, optimized the fabric material display, size marking and scene-based matching pictures on the product detail page, and enhanced the product appeal.
2. All-domain traffic activation: Optimize Taobao search keywords (add "InS-style Four-piece Set" and "Antibacterial Summer Cool Quilt") to improve natural search rankings; Run "Guess What You Like" scene advertisements to reach potential users such as those renovating or renting houses. Collaborate with Taobao home furnishing influencers to conduct live-streaming sessions on "bedroom renovation", driving sales of over 200 orders in a single session. At the same time, open Taobao Gougou, post short videos on product matching tips, and accumulate fans for traffic diversion.
3. Construction of repurchase system: By leveraging the company's data analysis capabilities, conduct stratified operations for regular customers and push "exclusive 10% off for regular customers" and "50 yuan off for orders over 2 items" coupons to repurchase users. Launch the "Member Points Redemption Pillowcase" campaign to enhance user stickiness. Through the 7* 24-hour after-sales team's rapid response to after-sales issues, the dispute rate is controlled below 0.3%, ensuring the stability of the store's rating.
Project outcome
After four months of cooperation, the monthly sales volume of the store increased from 500 orders to 1,600 orders, and the GMV rose from 120,000 yuan to 384,000 yuan, with an increase of 220%.
The antibacterial four-piece set has become a bestseller in the "Simple Four-piece Set" category on Taobao, with monthly sales exceeding 800 pieces. The overall conversion rate of the store has increased from 4.5% to 8.2%.
The repurchase rate of regular customers has increased from 6% to 19%, and the number of fans of the store has grown to 35,000, successfully achieving the renewal and growth of the old store.
