Taobao made a series of rule changes and adjustments in 2024, which have an impact on merchants' operating strategies and consumers' shopping experience.

Here are some of the main rule changes:

### 1. Changes in product sales display rules

Taobao has updated the platform's product sales display rules, changing from the original 30-day monthly sales to showing the number of units sold in the past 365 days. This change does not count sales involving dishonest operations and refunds during sales, and is intended to more accurately reflect the actual sales of goods and the long-term operating performance of merchants. This adjustment helps consumers better understand the historical sales of goods, while also encouraging merchants to focus on long-term stable operations and brand building.

### 2. Adjustments to delivery, after-sales and service processes during the Spring Festival

In order to cope with the reduced capacity of logistics companies and the decline in sellers' service capabilities during the Lunar New Year, Taobao has adjusted the rules on delivery time, transaction timeouts, etc. during the Spring Festival. Merchants who have signed up for the Spring Festival non-closing event need to follow specific delivery/transaction service time requirements, while other merchants need to comply with corresponding delivery requirements to protect consumer shopping experience and market transaction order.

### 3. Privacy Policy Update

As data privacy issues have received increasing attention, Taobao updated its privacy policy in 2024. Merchants need to handle user data more carefully and ensure compliance with new data protection regulations. Merchants also need to provide a clear privacy policy and obtain users' explicit consent to use their personal information.

### 4. Changes in Search Algorithms

Taobao's search algorithm also changed in 2024, which has an impact on merchants' search engine optimization (SEO) strategies. Merchants need to re-evaluate and optimize product titles, descriptions, and keywords to improve product rankings in search results.

### 5. The rise of social shopping

Social shopping has become an important trend in the e-commerce field. Taobao encourages merchants to establish deeper connections with users by setting up brand social media accounts, interacting with potential customers, and sharing product and brand stories.

### 6. Updates to advertising strategies

Taobao's advertising strategy has also changed. Merchants need to target their target audiences more accurately and understand new advertising formats and options, such as live sales and short video ads, to promote products more effectively.

### 7. The importance of brand building

Taobao pays more attention to brand building in 2024. Merchants need to establish a unique brand image, establish an emotional connection with the target audience, and invest in brand design and publicity to stand out in the competitive market.

These changes and adjustments to the rules reflect Taobao's efforts to enhance user experience, protect consumer rights, encourage merchants to operate with integrity, and adapt to the development trends of the e-commerce industry. Merchants need to understand and adapt to these changes in a timely manner to ensure success on the Taobao platform in 2024.