Xin Lang Cai Jing·2026-01-23 13:10Core Insights - Taobao Tmall is enhancing its business environment in 2026 with new initiatives aimed at supporting merchants and driving growth [2][4][24] Group 1: Business Environment Optimization - In 2026, Taobao Tmall will implement ten new measures to optimize the business environment, including an AI fake image recognition model and a return mismatch mutual trust mechanism [4][35] - The AI fake image governance will help detect fraudulent return requests using AI-generated images, protecting merchants from losses [4][35] - The return mismatch mutual trust mechanism aims to address common malicious refund behaviors, expanding the number of merchants involved and providing them with exclusive rights [7][37] Group 2: Service as a Growth Driver - The focus of competition in the e-commerce sector is shifting from mere traffic and price wars to deeper competition based on product quality and service [40][41] - Taobao Tmall is promoting a "service equals growth" strategy, providing merchants with a clear path to achieve sustainable growth through improved service offerings [39][40] - The platform will enhance the real experience score system, rewarding merchants for good service across various dimensions such as product quality and logistics speed [45][46] Group 3: Merchant Support and Recognition - High-scoring merchants (above 4.8) will be invited to participate in a "good service" list, increasing their visibility and potential customer engagement [47] - A new customer service certification system will be introduced, allowing specialized customer service representatives to gain recognition and improve customer satisfaction [49] - Increased investment in AI services will enable merchants to better understand customer needs and enhance operational efficiency [21][50] Group 4: Performance Metrics - In 2025, merchants with high service levels saw user repurchase rates and net GMV double compared to those with lower service levels [52] - The introduction of the real experience score has significantly accelerated growth for high-scoring merchants, with sales growth rates for those scoring above 4.8 being 2.2 times higher than average [52][53]