THE
PROBLEM

For Taobao, the middle-aged and elderly are a big group of untapped audience. However, they are also the most challenging group to target because ecommerce is an unfamiliar territory to them.

THE
SOLUTION

As our target segment are unfamiliar with ecommerce, we then chose to speak to their children, and demonstrated how Taobao opens a new door for the younger generation to show their love for their family.