On Mother’s Day, Taobao and Tmall announced a series of initiatives to show respect for mothers and women. This series of measures includes launching parent-child consultation services and committing to continue to invest in the construction of offline smart mother and baby rooms. It is understood that this year’s Mother’s Day, Taobao and Tmall did not set up platform-level marketing activities, focusing on delivering services, delivering warmth, and improving user experience.
The newly launched online parent-child consultation service, with professional doctors “sit in” major milk powder flagship stores, accept consultation online, and solve the urgent needs of mothers. Tmall mother-infant parent-child industry Xiaoer Yanzi introduced that during the epidemic, the platform noticed an explosive increase in the demand for online consultations, of which 90% of the demanders were women, and pediatrics was one of the departments most consulted by mothers and infants. According to this trend, Tmall Maternal and Baby Industry and Ali Health have set up parent-child consultation portals in flagship stores of milk powder brands such as Feihe and Nestle. Store members can enjoy free consultation services from professional pediatricians when they place an order to purchase products. 60 seconds admission, 24 hours online.
At the same time, Taobao Tmall also announced that it will continue to invest in the construction of smart mother and baby rooms this year, and open smart mother and baby rooms in public spaces in various cities. There are also small samples such as diapers and wet wipes in the mother and baby room, which can be received for only 1 cent. It is expected that by the end of the year, the smart mother and baby rooms will cover 40 cities, with priority covering public areas such as children’s hospitals, high-speed railways, and airports. Up to now, Tmall Mother and Baby has launched more than 400 mother and baby rooms in cooperation with merchants, and has served 1 million mothers in the past year.
With the popularity of cross-border e-commerce, more and more consumers are buying imported products for their mothers as gifts for Mother’s Day. In order to solve the pain point of the silver-haired family who cannot understand the packaging in foreign languages, Tmall International and overseas merchants launched a “Chinese translation sticker”, which is accompanied by a Chinese sticky note for the original imported products, and put them in the express box when they are shipped from the bonded warehouse. The sticky note can be attached to the bottle by yourself. On the eve of Mother’s Day, the first batch of “Chinese translation stickers” will focus on imported health care products for silver-haired people, and will expand to more categories in the future.
Today’s Taobao Tmall page has hidden Mother’s Day “Easter Eggs”. Search “What to buy on Mother’s Day” on Taobao APP, and the page will pop up a barrage: “Your company is the best gift for Mother’s Day”. Some netizens marveled that Taobao didn’t even call on everyone to “chop their hands”, and it was also heart-wrenching. “A greeting is no lighter than an expensive gift.” (The pictures in the text are used with the authorization of the brand)