Amo women's shoes are back on Taobao! 13-year-old fans flocked to the live broadcast room, and the nostalgic barrage moved the founder

"Amo is back! " This comment was all over the live broadcast room of Amo Women's Shoes, a representative brand of women's shoes in Chengdu. After a year, on May 20 , this former Taobao women's shoe store reopened its Taobao live broadcast .

That night , more than 550,000 people watched the live broadcast , and in addition to old customers, more than 12,000 new fans were added, and the single-game transaction exceeded 400,000 . Xiao Long, the founder of Amo Women's Shoes, personally supported the store's first live broadcast. Seeing many old customers in the live broadcast room saying in the barrage that they had bought their own shoes before, Xiao Long was filled with emotion.

Photo : Xiao Long, founder of Amo Women's Shoes, in the Taobao live broadcast room

" Taobao users have a very high level of stickiness and have always had a strong recognition of Taobao . Even if a new platform appears, they will not switch. We need to carefully manage and maintain these users. " Xiao Long said, "Choosing to shift our development focus back to Taobao at this time is also to reactivate a large number of old customers we have accumulated here."

If you often buy women's shoes on Taobao, you must have heard of this "veteran" store called " Amo " . In 2006 , Xiao Long, who was only a freshman in college, opened a store on Taobao to sell clothes . Relying on the Chengdu footwear industry belt, he began to change his career in 2009 and founded the Amo women's shoes brand on Taobao. In the same year, he also opened Taobao Mall (the predecessor of Tmall) . It is said that he is the seventh seller in Sichuan to open Taobao Mall . Amo women's shoes grew up with Taobao, and later gradually developed e-commerce and short video platforms such as Vipshop and JD.com to develop multiple channels.

The great success of the return to Taobao has given Amo Women's Shoes confidence in returning to Taobao. In the future, Amo Women 's Shoes will continue to broadcast on Taobao , and will also strengthen the operation of its own Taobao and Tmall stores , " giving back to old users with better products and services , and continuing to nourish each other with the Taobao platform . "

Photo /Amo women's shoes warehouse

On the same day that Amo resumed broadcasting, Taobao and Tmall disclosed their core strategy for the first time six months after their integration - moving from transactions to consumption. As the Internet demographic dividend gradually disappears, turning "traffic" into "retention" has become a must for e-commerce businesses. Taobao is strengthening content construction and actively improving private domain operation tools. Through the linkage between public and private domains and the integration of online and offline membership systems, it helps merchants accumulate more loyal users and achieve sustainable long-term business.

As a highly efficient platform for brands to acquire new customers and attract repeat customers, live streaming can help brands achieve the integration of live streaming digital assets and carry out refined operations for users. Lian Cheng, the person in charge of Taobao Live Merchant Operations, said that for new merchants like Amo, Taobao Live will also provide a series of support including traffic, marketing resources, strategy formulation, live streaming diagnosis, etc., to help merchants achieve breakthroughs from 0 to 1.

This year, Tmall 6.18 not only saw new faces such as Xiaoshazi , Zhao Pu, and Yang Wei , but also old faces such as Amo who returned to Taobao. Taobao also gave them more confidence through support and incentives, as well as customized solution design.

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