一个“店铺红包”带来ROI超20倍提升 它成了商家618生意增长的“致胜法宝”

This article introduces Store Coupons, a new marketing tool launched by Taobao and Tmall that has become a powerful driver of sales growth for merchants during major promotional events, and shares practical shopping insights for general consumers.

1. Tool rules: Store Coupons are time-limited coupons that pop up across multiple scenarios, with a 30-minute validity period. They can be stacked on top of existing discounts and offer instant price cuts without requiring minimum spending thresholds, eliminating the hassle of returns caused by traditional forced order bundling. This lowers barriers to use and delivers a better user experience.

2. User benefits: Tmall is boosting Store Coupon subsidies to 10 billion yuan in 2026, and merchants across a wide range of categories will roll out this tool during the 618 Grand Promotion. When users encounter a pop-up coupon while browsing stores, they can claim it immediately if they intend to purchase, for instant savings. Compared with traditional coupon claiming methods hidden in user dashboards, this approach is more intuitive, convenient, and makes discounts far more perceptible to users."

In the era of stock competition, e-commerce brands generally face challenges including rising customer acquisition costs, declining conversion rates, and slowing growth. This article summarizes actionable insights for brands to break through these bottlenecks, suitable for brand reference.

1. Value of the marketing tool: Tmall’s Store Coupon tool effectively addresses core growth pain points for brands, helping with new customer acquisition, re-engagement lapsed customers, and shortening user decision cycles. Data from multiple tested brands shows the tool delivers a highest return on ad spend (ROAS) of 46 for driven transactions, with an average ROAS exceeding 25. New customer transaction unique visitors (UV) saw a year-on-year increase of up to 191%, and new customer acquisition rates achieve double-digit growth.

2. Platform’s strategic direction: In 2026, Tmall launched its "Premium Brand Support" strategy, moving away from a traffic-first approach to focus on long-term user asset operations. It is boosting Store Coupon subsidies to 10 billion yuan through a co-investment model where merchants and the platform share costs: the more a merchant invests, the more the platform subsidizes. This effectively reduces marketing costs and improves conversion efficiency.

3. Alignment with user behavior: In the current stock market environment, users make more cautious purchasing decisions. Real-time discounts that do not require minimum spending thresholds are far more effective at driving immediate purchases, matching current user consumption habits and effectively reducing return rates."

This article addresses core growth pain points for e-commerce sellers in the stock competition era, outlining clear growth opportunities and actionable practical insights, as summarized below.

1. Opportunity alert: Tmall’s current Premium Brand Support strategy includes 10 billion yuan in Store Coupon subsidies delivered via a merchant-platform co-investment model. This provides a new low-cost growth tool for both small and medium-sized sellers and emerging brands, and is particularly suitable for new customer acquisition and conversion boosting during major promotions such as 618.

2. Actionable takeaways: The tool’s effectiveness has been validated by sellers across multiple categories. For new customer acquisition, it can recapture churned users that would otherwise have gone to competitors, while attracting higher-quality new customers. For re-engaging lapsed customers, it provides the final nudge for users who have browsed multiple times but not completed a purchase. It also enables low-cost testing of operational strategies and shortens decision cycles for high-ticket products.

3. Performance benchmarks: Verified results show the tool delivers an average ROAS of over 25 for driven transactions, with a maximum of 46. New customer transaction UV grew up to 191% year-on-year. When used for pre-promotion traction in advance, coupon-driven transactions can account for up to 20% of a store’s total revenue, outperforming traditional promotion methods by a wide margin."

This article provides clear growth directions and digital operation insights for factory-based e-commerce brands rooted in industrial belts, with key takeaways as follows.

1. Current market landscape: Amid current stock competition, even high-growth categories face mounting growth pressure, and external shifts such as falling birth rates have led to market contraction. Traditional投放 and marketing models continue to see declining effectiveness. Factories building their own brands need to proactively adopt new operational tools to break through bottlenecks.

2. New business opportunities: Taobao and Tmall’s Premium Brand Support strategy for high-quality brands includes 10 billion yuan in Store Coupon subsidies delivered via a co-investment model. This lowers customer acquisition costs for factory-owned brands, helps them acquire new customers quickly and boost conversion, and is particularly suited to helping mid-to-high-end products from factories expand market reach and build brand awareness.

3. Insights for e-commerce transformation: When factories build their own brands, they should pay close attention to new operational tools launched by platforms to solve the pain points of high new customer acquisition costs and low conversion rates. These tools also enable low-cost testing of operational strategies to help adjust direction quickly, build owned user assets, pursue a long-term branding path, and escape the cycle of low-price competition."

This article sorts out current development trends in the e-commerce industry, the common pain points faced by merchants, and a proven solution, offering high reference value for service providers growing their business, with key insights as follows.

1. Industry development trends: E-commerce has entered an era of stock competition and high-quality development. Platforms have abandoned the traffic-first operational mindset to focus on long-term user asset operations. The Premium Brand Support strategy allocates more resources to high-quality brands, and future e-commerce marketing will trend toward greater precision and performance focus. Pure traffic-buying models will gradually be phased out.

2. Common merchant pain points: Merchants across all categories and of all sizes share core challenges including rising traffic costs, slowing new customer growth, declining conversion efficiency, long decision cycles for high-ticket products, and high return costs caused by traditional forced order bundling. There is an urgent need for effective solutions to these problems.

3. New business growth direction: Service providers can recommend Taobao and Tmall’s Store Coupon tool to merchants: its effectiveness has been validated by merchants across multiple categories, and it effectively solves the pain points outlined above. Service providers can develop supporting operational planning services centered on this tool, helping merchants set coupon release timing and rules to amplify the tool’s effectiveness, and build a new service growth driver."

This article shares the new tool and new strategy Taobao and Tmall launched to address merchants’ growth pain points, offering reference value for other platform operators to optimize operations and expand merchant recruitment, with key takeaways as follows.

1. Core merchant needs: In the stock competition era, merchants have an urgent need for low-cost customer acquisition, precise conversion, and higher ROAS. Traditional marketing tools and traffic投放 models can no longer meet merchant demand, and merchants need new tools that directly drive transactions and help build long-term user assets.

2. Replicable platform practices: Taobao and Tmall adopted the Premium Brand Support strategy, abandoning the traffic-first approach, and launched the Store Coupon tool with 10 billion yuan in subsidies via a merchant-platform co-investment model: the more merchants invest, the more the platform subsidizes. This not only helps merchants improve conversion performance, but also attracts high-quality brands to join the platform and improves the shopping experience for platform users.

3. Risk mitigation guidance: Platforms should avoid blindly pursuing traffic scale at the expense of merchants’ actual growth needs. Instead, they should shift focus to deepening user operations and driving tangible growth for merchants, launching targeted tools to address common pain points for merchants across categories and optimize the merchant service system. Only this can improve the overall operational quality of the platform and form a positive development cycle."

This article records new changes and trends in the current e-commerce industry during the stock competition era, offering high data value for industry researchers studying high-quality e-commerce development, with key insights as follows.

1. New industry challenges: Amid stock competition, the entire e-commerce industry broadly faces challenges including rising traffic costs, falling conversion efficiency, slowing new customer growth, and stalled revenue growth. Traditional traffic-first operational models and legacy promotion tools no longer work, and both brands and platforms need to find new paths to sustainable growth.

2. New industry trends: Leading e-commerce platforms have shifted to a Premium Brand Support strategy, abandoning the old traffic-first mindset to focus on long-term user asset operations. They have launched performance-focused growth tools such as Store Coupons, adopting a new merchant-platform co-investment model and increasing subsidies to help high-quality brands achieve predictable growth, reallocating resources to prioritize high-quality merchants.

3. Business model innovation: E-commerce marketing has shifted from blind traffic投放 to precise co-investment, unlocking transaction volume at the lowest possible cost and returning marketing to its core purpose of driving sales. This new model is an exploratory innovation for high-quality e-commerce development in the stock competition era, and also provides a new actionable path for long-term brand operation, making it worthy of in-depth research."