"Where has all the traffic gone?" This existential question keeps countless independent sellers on Taobao awake at night. As e-commerce giant Tmall captures 80% of platform traffic, the remaining space for these independent stores appears increasingly constrained. Yet within these narrow margins lie unexpected opportunities. At the 2020 TOPS China Pet Industry Annual Conference, several seasoned e-commerce professionals shared practical strategies to guide struggling shop owners.
The Dilemma and Pride of Independent Sellers: A Survival Dialogue
During the "Vetreska Cup" Pet E-commerce Leadership Forum, industry leaders including Tan Shicong of Pet Inn Here, Wu Ping of Qizai Pets, and pet behavior influencer Miss Spring engaged in a profound discussion about the challenges facing independent sellers in the current "80-20" traffic distribution landscape between Tmall and Taobao. This dialogue not only analyzed present conditions but also explored future development paths.
Pet Inn Here: From Brick-and-Mortar to Digital Success
Tan Shicong, founder of Pet Inn Here, recounted his journey from struggling physical store to thriving online shop. Initially listing just 1,000 SKUs and hunting for bestsellers, the store evolved from importing products to developing a sophisticated selection model. Today, the brand leverages multiple channels including Taobao Live, Douyin broadcasts, and trade shows.
"Consistent positioning is absolutely crucial,"
Tan emphasized, noting how maintaining a clear identity builds consumer trust. Beyond positioning, he highlighted exceptional customer service as the differentiator - converting Taobao shoppers into loyal private domain followers through meticulous attention to pre-sales consultation, after-sales support, response times, dispute resolution, shipping efficiency, and packaging quality.
Qizai Pets: The Science of Product Selection
Wu Ping traced Qizai Pets' evolution since its 2014 founding, from early success with pet dryers to strategic pivots into medications and eventually premium pet food during the pandemic. His key insight: "Adaptability in product selection captures precise traffic." The store's methodology involves testing potential products within private communities before official launches, with operational teams often identifying high-potential items through traffic pattern analysis.
The Influencer Advantage: Content and Personality
Miss Spring, a pet behavior specialist with a three-crown rated store, explained her transition from influencer to merchant. While acknowledging operational challenges like delayed customer service responses, she compensates through deepened fan engagement and trust-building. Her content strategy focuses on distinctive perspectives and strong personal branding, advising merchants to study unrelated industries like cosmetics for fresh inspiration.
Optimizing the User Experience
Tan detailed Pet Inn Here's user experience philosophy: crystal-clear product presentation with professional photography and comprehensive information, combined with attentive customer service that anticipates needs through browsing history analysis. This dual approach creates what he calls "the ultimate independent store shopping experience."
Navigating Traffic Anxiety
The panelists addressed the universal traffic concerns confronting independent sellers. Miss Spring stressed continuous self-improvement to maintain audience connections, while Wu Ping acknowledged the inherent challenges but highlighted C-stores' agility in selling niche products unavailable on Tmall. Tan noted increasing competition from influencer-operated stores but identified private domain development and proprietary brand creation as key countermeasures.
Expert Recommendations
The panel concluded with actionable advice: Tan advocated owner involvement in operational details and private traffic cultivation; Wu suggested minimizing inventory risks while outsourcing after-sales services; Miss Spring emphasized precise customer targeting to attract premium buyers. All agreed that identifying the right strategic entry point remains paramount.
The Future of Independent Stores
Despite Tmall's dominance, the panel affirmed that differentiation through specialized positioning, refined operations, quality content, and private traffic management can carve sustainable niches. The evolving e-commerce ecosystem may ultimately transcend simple platform divisions, creating space for innovative independent sellers who prioritize customer-centric adaptation and continuous learning.