2023 Taobao Spring Festival non-closing event rhythm and resource support

Taobao’s 2023 Spring Festival non-closing event is open for investment! As one of Taobao’s large-scale marketing activities, it will unite various brands to continuously provide better shopping experience and logistics services to consumers across the country during the Spring Festival, and create user During the Chinese New Year, buy with confidence and arrive in time.

Rhythm and resource support for Taobao’s 2023 Spring Festival non-closing event

Taobao’s 2023 Spring Festival non-closing event has begun to attract investment! As one of Taobao’s large-scale marketing activities, various brands will be united during the Spring Festival During this period, we will continue to provide better shopping experience and logistics services to consumers across the country, so as to create a mindset among users that they can buy with confidence and arrive in time during the Chinese New Year.

1. Activity rhythm

(1) Registration time

1. Seller registration: January 4, 2023 15:00:00-01, 2023 March 28th 23:59:59.

2. Product registration: January 4, 2023 15:00:00-January 28, 2023 23:59:59.

Warm reminder:

1. This registration is divided into two links: "Seller Registration" and "Product Registration". All event registrations must first submit the "Seller Registration" and pass it before submitting the "Product Registration".

2. In order to ensure the stability of the event outbreak, 2 hours before the official start of the event and 1.5 hours after the official start of the event (2023/01/1418:00:00-2023/01/1421:30:00 ), the registration of sellers and products will be suspended. The specific time is subject to the actual page. Merchants are advised to register as soon as possible.

(2) Activity time

Activity start time: January 14, 2023 (the 23rd of the twelfth lunar month) 20:00:00.

Event end time: January 28, 2023 (the seventh day of the first lunar month) at 23:59:59.

2. Event resource support

(1) Basic resources

1. During the event, sellers and event products that successfully signed up to participate in the Taobao Spring Festival non-closing event will be The following basic resources can be obtained for free: official atmosphere layout of the store page (only supported for event merchants who have signed up for event products), multi-link marking of event products (search results page, shopping cart page, product details page, etc.), event product details Page official atmosphere layout.

2. Taobao provides event sellers with authorization to use Taobao’s intellectual property elements to achieve the visual effects of the above activities.

Taobao agrees to authorize event sellers to use the official visual elements of the Spring Festival Open provided by Taobao (including icons, designs, etc., which constitute Taobao’s intellectual property rights) in accordance with the material templates and usage specifications released by Taobao. The usage scenarios include: stores, Official Weibo, Aliwangwang avatar, etc.

After the end of Taobao’s Spring Festival holiday, sellers should immediately stop using the official visual elements provided by Taobao.

3. During the event, for the purpose of maximizing Taobao website traffic output and optimizing traffic efficiency, innovative traffic allocation methods will be used to bring product display opportunities to more event sellers.

Taobao may make certain changes to the structure of some event product details pages and other pages in the store, including but not limited to adding new functions or blocks such as interaction, traffic guidance, recommendation, etc., to maximize traffic sharing. , remind event sellers to pay attention to relevant modifications.

(2) Official recommended promotion resources

In addition to the basic resources, Taobao will provide the following resources on its own, link up with the Alibaba Group’s ecosystem, and pay to purchase the following resources for event promotion and attracting The majority of buyers are concerned that Taobao will not close during the Spring Festival, thereby achieving the overall effect of attracting traffic to the products of sellers participating in the event and empowering sellers to perform major sales.

Sellers agree that Taobao has the right to choose to use the relevant materials (product pictures, etc.) submitted through the event registration system in the Taobao Spring Festival non-stop online and offline channel promotion.

1. Taobao organized by the platform will not close various event venues during the Spring Festival

In order to improve and optimize the traffic efficiency and buyer experience of the Taobao platform, Taobao will operate according to different operational directions and strategies , organize and build various types of event venue pages such as industries, categories, themes, and personalizations, and provide limited venue resources to display competitive event products to buyers.

Due to limited promotion and display resources at the official venue, Taobao will consider the following factors when selecting event sellers and event products displayed at the venue: the sales and transaction performance of stores and products, the intensity of discounts, sales prices, and brands. Popularity, product scarcity, venue theme fit, store type and main categories, services and buyer experience guarantee, etc.

At the same time, under the premise of complying with relevant laws and regulations, and based on buyer attention and preferences, Taobao may adopt a "thousands of people, thousands of faces" random display method in the venue setting, that is, specific event product display Whether and how long the display lasts are automatically implemented by the system.

The specific investment registration for each venue (if any) is subject to the information displayed in the corresponding event registration process.

2. Preferential welfare support

In order to further give back to Taobao buyers and stimulate the growth of domestic demand, during the event, Taobao may arrange or be entrusted to issue more preferential benefits to buyers from time to time. Specifically, The form shall be subject to the actual activity.

Unless otherwise agreed with the seller, Taobao has the right to carry out the above preferential benefits without the seller having to bear the profit transfer cost.

3. Other traffic resources

During the event, Taobao will further integrate the following on-site traffic resources to attract buyers and increase the attention of the event:

In-site: mobile phone Taobao: open screen, focus picture, guess you like, push, etc.

Taobao PC: Home page focus picture, Dingtong guide picture, floors and other resources.

Note: The above resources are ultimately subject to Taobao’s actual implementation. If some resources are dedicated to supporting a specific seller or product, the agreement between Taobao and the seller shall prevail.