Alibaba-owned ecommerce marketplace Taobao has launched a version of its mobile application, aimed at making its service more accessible to China’s ageing population.
According to Alibaba, the new version of the app will be simpler to use but will still retain key functions, such as access to Tmall Supermarket, live-streaming programs and customised shopping recommendations.
According to Alibaba’s research, 30 million Taobao and Tmall users are aged over 50, with more than 75% of them aged between 50-59, and nearly 20% of them aged between 60-69. The company believes that by creating products dedicated to the older generation, it is releasing potential in the ‘Silver Economy’.
The app will also have a function in which users will be able to stay in touch with their children within the same interface. An image of their child will always be present in the app, with the option for them to chat with them by clicking through.
Ding Jian, senior product manager at Taobao, who headed up the development of the new channel, said: “By launching this simple and user-friendly option for the Taobao App, we will make online shopping easier for our senior citizens and help them stay connected with the younger generation and the community.”
To both promote the service and ensure its user friendliness, Taobao posted a job advertisement to recruit “senior experience officers”, who will provide feedback around the service.
It has been a big week for Alibaba, as the company also announced this week its new campaign and branding strategy for the Winter Olympics in PyeongChang, the first of its decade-long partnership with the Olympics.