Exclusive Taobao Live Broadcast Secret Preparation Video

In addition, according to the revelations, "Taobao's content group business department is changing the" guess you like "page, and will tend to focus on short video content after the change. At the same time, a number of MCN agencies confirmed to the billion state power that Taobao's content marketing team is currently seeking a large number of MCN agencies that are good at short videos to provide short video content support.
A person familiar with Taobao's content business division pointed out that, in addition to the three short video showing windows of the original "micro scouring", "wow video" and "good goods", Taobao's home page "guessed you like" or will be changed to a thematic page, supporting direct broadcast content, short video content and links to Taobao's personal homepage in thematic pages. These short video content will be unified on a Taobao tattoo, enabling short video to get through all channels in the Amoy, that is, short videos can be transferred unimpeded in multi-channel channels.
In this regard, billion state power to Ali official verification, the reply is: "Taobao live APP currently has no short video function. But Taobao's content ecology is very rich, including a variety of content forms such as live business, short video, micro scouring, etc., to meet the diversified needs of consumers and content creators. And about "guess you like" and other hand Amoy page changes, Ali public relations official said, "after checking with relevant business personnel, this is not true."
Regardless of whether the news of Taobao's live APP is about to add short video functions can be verified, diversified content presentation is always a major feature of Taobao's content ecology, and graphic, live, short videos are playing different roles.
"How can businesses make content in Taobao?" This is the interview question given by Chiang fan to Zhao Yuanyuan. Zhao Yuanyuan replied at the time: "first, let their content be found in Taobao."
Now, it seems that Taobao's live APP adds short video content to allow businesses to get multiple windows of content, which may be understood as an in-depth practice of answering this year's answer.
　　 Short video content is positioned as "fan".
Short video MCN founder antler Park Zhou Yuan to the billion state power pointed out that "Taobao's current content carrying capacity is not enough, supporting short video content is equivalent to rich content ecology, short board." In view of it, live broadcast and short video are different product types. Short video is aimed at the fragmented time of consumers. Live broadcast is aimed at long film time, compared with short video content, which can maintain vitality for a long time.
Taobao's live broadcast of short video layout is not only about content ecology, but also a traffic competition. Supporting short video content can prolong user stay time, and secondly, attract new traffic and achieve effective transformation.
"On Taobao live APP, clicking on purchases will still jump to Taobao, so many users will choose to live directly in Taobao. Relatively speaking, Taobao's live streaming of APP is not enough. Another short video MCN entrepreneur said, "therefore, it does not rule out that Taobao can use short video as a sharp weapon to direct Taobao to live APP."
So what's the short video in Taobao's live APP? Previously, Zhao Yuanyuan's expectation of Taobao's live content is "professional content + promotional content + interesting content" product efficiency marketing three in one.
Many industry insiders speculate that "the short video content supported by Taobao live is probably just live video clipping into short video, or similar to Taobao's header video, instead of doing like shaking." Because, unlike the jitter, Taobao's live broadcast is highly targeted, and its selling properties are very prominent. "It would be strange to talk about a piece in such an environment, and it is not good to be thankless."
On the contrary, Liu Wei, co-founder of mangosteen MCN, believes that the short video of anchor's anchor may be the focus. Of course, some of the live content slicing will also be included. In addition, whether it is live broadcast or short video, the content will gradually be opened to businesses, and the admission of businessmen will gradually revitalize the content ecology.
As a result, the live room will no longer be the anchor's special stage, and the short video will no longer be a special one. The winner must "eat the two." "But at present, the anchor and the daring have not yet been fully opened up. They will not be the same people who do live broadcast and make short videos. This is determined by the primordial genes, after all, not everyone is Li Jiaqi. Anchors are the most valuable fans of relationships. Short video people know how to use content to boost their powder. Therefore, the opening of live broadcast and short video is definitely a trend in the platform. Liu Wei said.
The head of the red MCN system of a head network thinks that Taobao live will operate alongside the short video and live broadcast. It has little influence on net red. Instead, it should worry about the daring people. This refers to the completion of the live broadcasting room and the CPS anchor. "Net red has the ability of short video in general, the ability is more complex, and the broadcast of good people is not necessarily short video."
In addition, a number of MCN agencies employees said, "what kind of content is mainly to see how much traffic Taobao can give, it is not worth the amount of people to shoot videos, and doing slice of live content can improve efficiency, but this is not the most important reason". "Judging from the current information, Taobao's new move is just a way to distribute and cash for MCN institutions. The follow-up effort needs to see the specific effect." One of the employees pointed out.
Whether Taobao live APP or "guess you like", the location of short video content they support is not clear. But a businessman said to the billion state power, "if you guess you like, the short video content, including the baby's main video, will be a huge traffic entry for merchants."
Who will the new traffic be allocated to?
Every key action of Taobao can be regarded as a reallocation of traffic. Is it right or bad for Taobao to add short video content to businesses?
Li Yang, founder of the short video MCN organization, said that jitter had updated the opening of the commodity window, and only needed real name authentication. It no longer required the number of fans, and greatly reduced the threshold of carrying goods. As a result, he predicted, "the threshold of Taobao will also be reduced, and the style of short video will change a lot."
There are also people in the industry who believe that Taobao will not directly reduce the threshold of goods taking into account the impact on the existing system. "Ali may pay more attention to guiding the business to broadcast itself instead of doing it in the way of daring people."
This is also reflected in the WeChat public address by Zhao Yuanyuan, the head of Taobao's live broadcast. "Overlooking the entire content of the electricity business ecosystem, 90% of the businesses are self broadcasts, accounting for less than 10% of the anchor, and micro-blog, WeChat, jitter, and fast hands are very different." In addition, the official data released by Ali showed that Tmall's double 11 had more than 50% merchants participating in live broadcasting, and the number and number of launching businesses increased by 100% over the same period last year.
From another perspective, such as a senior Taobao businessman to the example of the billion state power, "at present, women's clothing stores often need to take pictures abroad, the cost increases exponentially, and small businesses simply can't follow suit. In contrast, the short video threshold is lower, the operation is also simpler, saving time and money. "
Bypassing businesses' competition for daring resources, guiding businesses to broadcast themselves or even make short videos, this may be the "disguised way" for Ali to reduce the threshold of carrying goods.
There are also businessmen in the flow of access and content creation ability questioned, it tells billions of power, Taobao merchants to obtain traffic there are three main channels: free within the Tao (hand Amoy home page, hand search search, micro panning, ask everyone, find similar, etc.), independent visit (shopping cart, my Taobao, direct access), pay traffic (Taobao, marketing treasure star shop, through train). "The biggest impact of Taobao's new action is Taobao's home page traffic, which is also an important source of traffic for Taobao businesses. In the future, businesses that do not have short video and live broadcast capabilities may be more difficult to access home pages.
Liu Wei, co-founder of mangosteen MCN, also said, "the most influential ones may be small businesses and Taobao native people. The flow of businesses and people will be redistributed, and support for businesses with content capabilities will gradually be abandoned for those who do not have the effect of e-commerce.
However, some people in the industry hold the opposite view. "This is not necessarily a small business opportunity, because each businessman can better display their products."
In other words, the traffic cake is so large that there are more people involved, and less is allocated to every businessman or person. If the new small and medium-sized businesses can become Taobao's premium KOL, traffic is bound to happen.
Shake, fast cheese
Under the background of increasingly difficult access to Amoy traffic, to seek new opportunities, such as emerging e-commerce platforms and social networking providers, is the choice of more and more small and medium sized Taobao businesses and anchors and broadcasters.
Liu Wei mentioned that the anchors of the anchors are different from the businessmen. "Anchors" people out of the "Tao", on the one hand is the problem of the platform, the anchor's head is already a foregone conclusion, the chances of later coming out are relatively small, as well as the overall adjustment of the content of the platform. On the other hand, anchors and Darwins themselves have such a demand. Although taotak people influence consumption decisions through content, the voice of the whole network is too small to expand the influence of the whole network, and the development of the whole platform itself can also drain to Amoy, and complete the transformation to short video or live broadcast.
On the contrary, Taobao strongly supports short video content and completes the content loop. The aim is to "stay behind to get rid of the Amoy merchants and network red anchors, while retaining users". And this may also be the trend of competition brought about by "shaking voice, fast selling electricity providers and many more rising stars".
Among them, the threat of jitter to Taobao is not up to date, but there is a trend of catching up. We only know about trembling, but the headlines and reassurance are rarely mentioned. In addition, chattering has been gradually organizing its own commodity library. Such a place with flow and goods is not a shopping website. The head of a head marketing company said.
During the double 11 period this year, the official promotion mission of the jitter official platform has provided many "new services" for advertisers and daring people in the platform, including the launching of the "hundred person planning group" to undertake the registration task, and the organization of online selection products.
Whether Taobao's live broadcast into the short video area will have an impact on the platform such as jitter, fast hand and so on, a lot of voice MCN employees say, "the short-term impact will not be big."
From the point of view of live broadcast, compared with Taobao's live broadcast of tens of billions of body weight, it is only a million class business. In terms of the number of users, the live broadcast of 11.11 live voice shows that the daily number of vibrant shopping cart videos is more than 50 million active, and the number of users participating in Taobao live broadcast has reached 100 million. On the double eleven day, only the number of live viewers watched by Wei Ya reached 38 million 230 thousand, and the number of Li Jiaqi watching live broadcast reached 24 million 450 thousand.
As a result, the above practitioners believe that "the sound is also being broadcast live, but the volume of Taobao live broadcast is far more than that of the jitter, and vice versa. It is the same thing for Taobao to do short video and look at the jitter as the live broadcast logic."
Liu Wei also told the billion power, "I don't think there will be any impact. Shaking the voice and doing fast business is the same as Taobao's short video." Fast hand, jitter to do electric business is the use of traffic value, is content to the electricity supplier, the core is the creator to use traffic to guide realization. Taobao is the electricity supplier to the content, the core is the content of the ability of electric business players, let the core users of the platform to participate in content creation.
In other words, fast hand and jitter have their own moat, positioning is Pan entertainment, Ali is purely commercial, from the search algorithm started, all around the business. "Before and after the electricity supplier business form is very different. One is the creation of content, incidental shopping, one is to create a content for transaction. " A content electric business practitioners talk about it.