Taobao's Live Betting "Star Project", Stars Will Bring Goods Into A New Trend?

On the afternoon of July 28th, the live broadcast of Taobao's "Star project" was held in Beijing. At the meeting, Li Xiang, general manager of Taobao content electric business department, said that Taobao's live broadcast is trying a new way to change the relationship among stars, fans and businesses and brands. At present, more than 100 stars including Li Xiang, Wong Cho Lam and Will Liu have joined Taobao's live Star Program.


In March 30th this year, Taobao broadcast announced the launch of the "Star project". Users can watch the star broadcast and playback in search of the "Star project". The so-called "Star", Taobao gives the definition of fans outside the station 100W+ and influential stars in the professional field, KOL, media or self media.


Xuan de said that Taobao hopes to introduce a series of cross platform, cross domain, cross identity influential stars to join the live broadcast, enrich the level of Taobao's live broadcast, cover more scenes and areas, and explore more new ways. In the past, many celebrities were able to present their carrying capacity by endorsement, and through the "Star project", the commercial value of stars could be more specific and intuitive. Small businesses and brands could also broadcast live with low thresholds and stars, attracting new customers and expanding their influence.


According to Zhao Yuanyuan, director of Taobao's live broadcasting operation, there is a through train for stars to enter the "Star project". The qualifications and formalities required to be submitted are very simple. Moreover, if stars are having difficulty in selecting goods on the spot, Taobao's and Tmall's small businesses will match the exploded products with the star's audience based on big data, or the stars are not good at doing the business. Taobao can also connect the main broadcast resources of the brand side and MCN organizations to live together, landing quickly.


In the interview after the press conference, Xuan de said that the live broadcast mode will become the mainstream trend of the future electricity supplier. Now Taobao is supporting the "Star project". The reason why the "Star project" can be found in Taobao mobile App, rather than Taobao live App, is because the number of stars joining the "Star project" is far from enough. The frequency of the live broadcast is too low, and the biggest exposure can be found in the main search. If it is put into the live broadcast of Taobao, it will become smaller.


As the representative of the business, the founder of AFU's essential oil said that today's live broadcast has just taken the first step, but the interactive effect brought by live broadcast is extremely frightening. According to Eagle, live broadcasting is the most important variable to overturn Chinese retail logic in the future. Net red, as a connector between brands and fans, can collect data bidirectional translation to achieve C2B.


The puppy electric appliance founder Tan Chong uses puppy electric appliances as an example to express his view of live broadcast. He said that the explosive force of live broadcasting with goods is really amazing. The mode of live broadcast with goods has broader space, but stars need time to understand the products and optimize the form of live broadcast, so they still need to "cultivate".


Xuan De also talked about Li Jiaqi and Wei Ya, who are very popular with the real estate market. He thinks Li Jiaqi's success is not accidental. Efforts are only one aspect. The logic behind the selection, supply chain capability and customer service are the core. Every anchor has its own set of people. Different products have different industry demands, and precise matching can maximize the effect.