1. Promote sales for merchants

(1) Traffic advantage: 80% of the traffic source of the Taobao mobile interface tends to be content. The content of columns such as Taobao Headlines, Love Shopping, Good Goods, Affordable Goods, Buying All Over the World, Trendy Cool Play, Taobao Live, and Daily Good Stores are mostly written by Taobao experts.

(2) Authority advantage: Only Taobao experts have the authority to publish or recommend content in most columns. Merchants can achieve the operation, marketing and promotion of their own stores and products through the high-quality use of social networks or tools, and ultimately facilitate the completion of transactions.

(3) Earn commissions: After successfully applying, Taobao experts will publish the seller's products on their homepage, which is equivalent to advertising the seller's products. If sellers want Taobao experts to advertise their products, they will pay a certain percentage of commission for this. Taobao experts can charge a certain commission for each product sold.

2. Guide buyers to shop better

(1) In the early stage of shopping: Social e-commerce is reflected in the comparison of products and the selection of stores, which plays a role in guiding and diverting consumers;

(2) During the shopping process: Consumers can communicate and interact with Taobao experts through live broadcasts, interactions, Weibo, etc.;

(3) After shopping: Consumers can make a comprehensive evaluation of the products and share their shopping experiences.

(4) Buyer trust: Buyers are willing to trust Taobao experts because Taobao experts will select and recommend products for buyers from the perspective of consumers.

3. Promote the development of e-commerce platforms

(1) In the era of traditional e-commerce: Users have needs before buying. All shopping needs of users can be met on the platform, so they are more dependent on the platform. Merchants have little direct influence on consumers and cannot easily obtain user feedback for product upgrades.

(2) Content e-commerce era: Users’ shopping needs have been upgraded. Taobao and other hypermarkets have a large number of goods, but it is difficult to quickly find high-quality products. Consumer demand has split. Users hope to quickly buy some high-quality products. The recommendations of experts and friends solve the information asymmetry problem of product quality. Compared with advertising and bidding ranking methods, they can make users trust them more. The clothing style of Taobao experts on Taobao is like the popular style of celebrities when they are acting in a TV series, and they will be sought after by fans.