How Taobao enhances user experience to bolster HK's eCommerce development

Taobao has unveiled a new campaign in Hong Kong aimed at enhancing the local user experience, as part of its effort to bolster the local eCommerce industry.

Starting on 1 October 2024, the three-month campaign coincides with Double 11 and Double 12 shopping festivals, and the platform will offer users free shipping to Hong Kong on orders worth over RMB99, allowing shoppers to save on cross-border delivery fees.  

This promotion applies to more than one billion products marked with the “HK ¥99 free shipping” tag. Consumers can conveniently collect their orders at one of Cainiao’s self-pickup points or lockers. 

As part of the campaign, Taobao Hong Kong is investing up to RMB1 billion to launch consumer experience enhancements including the limited-time free shipping programme, which encompasses all lightweight or small items available on the platform across categories ranging from fashion accessories to consumer electronics, and from home organisation products to outdoor sports gear.   

In addition, Taobao Hong Kong has introduced a myriad of user benefits and service upgrades, including new-user perks, opportunities for free order placements, a cross-border product return service, as well as enhanced logistics services. These initiatives aim to provide a comprehensive enhancement to users’ shopping experience both before and after sales. 

During an interview with MARKETING-INTERACTIVE, CK Chan, head of Tmall and Taobao Hong Kong & Macau, said Taobao has seen an increase in new users after the pandemic. The campaign aims to allow consumers to enjoy exclusive products and discounts with convenience.  

“By reducing the delivery costs of purchased products, we hope to increase the frequency of purchase among existing users. We have also extended the shopping period of Double 11 in recent years, hoping to let consumers enjoy our services multiple times,” said Chan, adding that the RMB1 billion pump is a long-term investment which aims to consolidate the local eCommerce industry.  

From 1 October to 31 December, all new users of Taobao Hong Kong will receive a “red packet” when they log into the platform for the first time. This red packet can be used on their first order, and they will also unlock further benefits on their second and third orders. 

The campaign also comes with the promotion “Grab free orders every Saturday”. Every Saturday at noon from 1 October to 31 December, the first 1,000 users to successfully place an order on Taobao Hong Kong will have the chance to bring home their desired products at no cost.  

To participate, users must first register for the activity through the Taobao app and place orders at the designated time using a Hong Kong delivery address. The fastest participants to check out will receive a red packet to apply to their next order.”

On top of the three-day delivery guarantee and waivers on doorstep delivery surcharges introduced earlier this year, Taobao Hong Kong's official self-pickup network will now cover more than 1,000 Cainiao self-pickup points and lockers, making it more convenient for users to collect their Taobao orders.

To further improve accessibility, service hours at the official self-pickup points will also be extended. Around 450 of these self-pickup points will operate on Sundays and until 9 pm at night, with plans to extend these hours to additional self-pickup points in the future. 

On the foundation of its local return service, Taobao Hong Kong will launch a cross-border return service in October. In other words, the platform’s return services will cover more products, allowing consumers to place orders with greater peace of mind. At the same time, consumers will be able to handle unsuitable products in a more environmentally friendly manner, reducing waste. 

The local return service allows users to return items at designated Cainiao self-pickup points in Hong Kong or schedule a pick-up. The items will be returned to the local warehouse of Taobao Hong Kong, and a refund will be issued once the quality inspection confirms no issues. 

A new cross-border return service is also introduced for items labelled “support returns from Hong Kong”. Users can return items at designated Cainiao self-pickup points in Hong Kong without worrying about the logistics arrangements for sending the items back to the merchant’s warehouse in mainland China. A refund will be issued once the merchant confirms receipt of the returned items. 

Targeting existing and new users in Hong Kong, Chan said the campaign aims to leverage the high spending power of Hongkongers, and bolster local eCommerce development by improving logistics infrastructure.  

To amplify the campaign, Taobao has also invited influencers and KOLs to be the campaign ambassadors and demonstrate to the audience how to use the new features of the platform. Large-scale out-of-home billboards will be displayed to create a “wow” effect, he said.  

Taobao has also partnered with MTR advertising to display creative advertisements in several major MTR stations, showcasing unique slogans that incorporate distinctive aspects or landmark elements of Hong Kong.

The unique slogans with adorable Taobao characters are meant to entice citizens to capture photos. The advertising slogans evoke the lively shopping mood of “Double 11 Shopping Festival”  with examples such as "夾單不求人，黃大仙包郵" at Wong Tai Sin Station, "落坊定落老蘭，包郵直落一齊玩" at Central Station, and "淘寶包郵，包有美膚" at Mei Foo Station. These playful slogans captivate city-wide interest, offering passengers an early taste of the excitement surrounding the shopping festival.

In addition, Taobao has placed various promotional code stickers at 20 designated MTR stations. Passengers can scan the QR codes on these stickers to connect to or download the Taobao app. By entering the specific promotional code, users can access four exclusive offers: a welcome red packet worth up to ¥300, a chance to win a refund every Saturday noon, an increase in the number of official pick-up locations in Hong Kong to 800 with extended business hours, and an enhanced return service that covers more products.

Done in collaboration with creative agencies frengers communications and Huiwei (回味), media agency OMD Hong Kong and PR agency Paradigm, the campaign is also promoted via multiple platforms such as digital ads, social media such as YouTube, PR events, and tram bodies, as well as TV commercials, added Chan. 

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