Ali Has No Reason To Be So Attentive To Live Broadcast.

Live broadcast is very popular this year. The live broadcast of Tmall and the live broadcast of Taobao are catching up with each other very soon. The live broadcast is integrated into "watching and buying". Tmall technology team even developed the technology of "watching and buying". When the consumers watch the video, the anchors will publish the products randomly, and recommend the media and the introduction and evaluation of the products to the people. Users can complete the shopping cart and payment process without interrupting the video.

Brand businesses recommend products to users through live broadcast. Compared to hard and broad texts, such shopping experience is no longer an icy shelf or a single product recommendation, but a full-featured content product recommendation.

Taobao's live broadcast has been on the line for nearly two months, and the development has been pleasantly surprised.

Among them, brand businesses are more concerned about how Taobao Tmall live can better help them to increase sales turnover. Will live broadcasting become a major weapon for their future marketing and what is the current development rhythm of panning?

"Tmall live direct marketing and sales can be perfectly integrated in the field of e-commerce, and we have seen the effect."

Chen Yan, director of the live broadcast of Tmall, said in an interview that in the past, merchants did not know the actual advertising effect after the promotion of traditional marketing, but the combination of watching and buying and watching the buying mode on the spot allowed merchants to get the conversion data on the spot, especially for Tmall users, which explicitly came for shopping. The conversion rate even reached 10% to 20%, and the liquidity was significantly higher than that of other live platforms.

The biggest advantage of direct seeding is that it can gather powder, precipitate and interact quickly, conduct two marketing, and sell at the same time.

Fang Fang said that in the past, many brands planned several new product launches every year, but they could not drive sales very effectively, because offline marketing and online purchase were disjointed.

This is a problem that many brands will encounter.

But in Tmall live broadcast, you can achieve "watching and buying" to achieve instant interaction between online and offline.

"Do not interrupt relay live broadcast, let Taobao live on.

It's more powerful. "

Yuan Yuan, a running expert who is responsible for Taobao's live broadcast, told reporters that in the past, Taobao's most popular red envelopes, coupons and other diverse functions will continue in the live broadcast. Now, the popular "reward" function of all live broadcast will also be added to the new version of Taobao live broadcast. Then the brand will achieve more cash in the way of cash realization, and it can create a more interesting and interactive set of realizable combinations.

Live broadcast

Liquidation is not difficult for Ali's live broadcasting platform. Taobao Mobile has nearly 1 billion levels of commodity library, with an average daily traffic volume of 100 million. In 2015, mobile Taobao became the 11 main battleground. Data from the third party survey company QuestMobile showed that the mobile phone Taobao DAU reached 180 million on that day.

As long as there is good conversion technology, there is an opportunity to realize cash.

To this end, the Amoy platform is not only the construction of Taobao live, Tmall live two platforms, to help businesses live online "watching while buying", and planning large-scale live broadcast, such as sports events, concerts, new product launches, etc., so that businesses can easily catch up with hot events and activities to carry out marketing.

In addition, Taobao has started training live webcast, signing exclusive live models, providing them with a platform for live broadcasting, and maintaining external resources, forming a flexible and organic "watching and buying".

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Josh, who grew up in his sister's heap, has a natural love for cosmetics, but it eventually causes him to come to contact with beauty. He is very sick of others.

In the process of curing smallpox, he found the joy of cosmetics; and because of cosmetics, he accumulated the first pot of gold in life.

He wrote the experience of lecturers and cosmetics during the sales season, all written in the professional beauty forum, and accumulated a large number of fans.

At the end of last year, he became a Taobao man. In a very occasional chance, he tried Taobao live broadcast.

In a live broadcast of 3 hours a day, 5 days a week, Josh has been addressing questions, even though some people doubt that the product he introduced is not working well, he will not only be angry, but will also tell nice very much about the reasons for the formation of dark circles, and the corresponding ways to use them.

"The users on Taobao are basically beginners, and they have blind spots in the cognition of cosmetics, so we need to be more patient to introduce them."