Learning "New" Taobao Live Broadcast: Operation Skills

Today, "the 2020 Taobao live year 330 grand ceremony" was held at the Taobao live broadcast. At the meeting, the general manager of Taobao content electric business division, Xuan De, released the major strategy of 2020 Taobao live broadcast -- new ecosystem, new business and new kinetic energy. These include refactoring agency anchors ecology, promoting the transformation of business models of the real economy, and reducing operational thresholds through new technologies.

It is reported that Taobao's live broadcast will also link the entire Ali economy in 2020, and link the global partners to provide the host's true global fan business, such as micro-blog, leisure fish, UC, Youku, Alipay, OTT, nail, Juhuasuan, LAZADA. That is to say, in the open platform, Taobao live will open partners to participate in, one key synchronous live broadcast, let the live room fans in the whole network to touch up, give play to a variety of ecological play.

01

New ecology, new business and new kinetic energy

In 2020, Taobao's live broadcast will focus on the strategic layout of the three new ecosystems, new businesses and new kinetic energy.

　　 First, the new ecosystem: more yuan service.

Taobao live broadcasting is essentially an electric business ecosystem. KOL, institutions, businesses, industrial belts and so on are all multiple roles in this ecosystem. To provide them with more diversified services is the imagination of Taobao's live broadcast of the "new ecosystem of 2020".

Xuan de said that in 2020, Taobao's live broadcast will rebuild the anchoring ecology of the institutions. Specifically, it includes three aspects:

First, Taobao's live broadcast will upgrade the rights of live broadcasting agencies to support its own management of anchors, products and activities.

Second, we should upgrade the healthy growth of institutions and anchors to provide them with exclusive courses at different stages of growth. The industry not only has management functions, but also deeply participates in the direct broadcast operation of agencies and anchors.

Third, we should upgrade the types of institutions and enrich more institutional types, such as supply chain organizations, regional service business opportunities and so on.

At the same time, in 2020, Taobao's live broadcast will involve more businesses and consumers through the star 2 program and the base 2 plan.

In the Venus 2 program, Taobao live will focus on three aspects: "better play the social value of stars," "build a brand star relationship", and "redefine the commercial value of stars". In the words of Xuan De, "let stars find their own value in the live broadcast. Different types of stars (goods declaration, goods type, entertainment value and social value type) can all develop well in Taobao's live broadcast ecosystem." As far as the base 2 plan is concerned, Taobao's live broadcast will further reduce its entry threshold in 2020, and star management will also be carried out. Taobao live will help the base establish brand market awareness, carry out cycle marketing, and open up traffic.

　 Two, new business: help the real economy.

On the basis of multiple ecosystems in 2019, the epidemic in early 2020 accelerated the trend of "direct seeding" of the real economy. According to official statistics, from mid February to mid March, there was an increase in the number of live outlets in the offline stores. The number of businesses that started the store was 5 times more than that. From February 13th, the chef on the Dongpo chef in Yuezhou city was teaching the Lantern Festival to February 17th, and the 31 restaurants started to broadcast in groups, and then went to the hot pot of February 29th hotpot.

The direct broadcasting of the new industry means the entry of Taobao's new role. Stores, shopping guides, judges, sales ladies, takeaway chefs, restaurant chef, tour guides and new farmers all have a new identity -- Taobao live anchor.

Xuan de pointed out that the commodity of live broadcasting is no longer limited to good brand goods and good stores. Luxury goods, supply chain, origin direct supply and wholesale market have become Taobao's live new products.

With the continuous promotion of anchors, brands and MCN agencies, on the basis of "new roles" and "new products", the scene of Taobao's live broadcast has also been enriched, such as cloud outing, concerts, showrooms and recruitment. For example, in February 23rd, Taobao's live Museum cloud spring outing activity has a total of 10 million people watching, which is equivalent to the annual passenger traffic volume of Le Louvre Museum in France. For example, after the fashion brand has cancelled the offline activities, the fashion week has been put on the live broadcast of Taobao, so that designers are facing the 800 million Taobao Tmall users.

For the real economy, the "routine" of live selling is totally different from the experience accumulated in the past. "At the bottom logic, changes in roles, commodities and trading scenarios will inevitably lead to pattern innovation, such as brand store distribution management, purchase and sale mode upgrade, live broadcast selection, traffic operation, fan operation, member operation, etc." Xuan de said.

　　 Three, new kinetic energy: embrace technological innovation

"New technologies reduce operational thresholds, drive institutional innovation and promote the growth of anchors." Taobao's "new kinetic energy" strategy is described by Xuan de.

He further explained that in 2020, Taobao's live broadcast made it possible for the anchors to reach the longest 30 seconds to complete their entry, so that they could achieve one key loading and intelligent management, and open up a perfect growth system for the anchors, so that the anchors could achieve "edge broadcasting and learning", and they could support the knowledge system in different stages of growth so as to make them rise rapidly. In addition, Taobao live will also launch the exclusive operation of customers CRM, role customization, to help live direct differentiation operation.

According to the introduction, in differentiated operation and meticulous operation, Taobao live will provide an intelligent anchor data analyst for every anchor / businessman. It will focus on fans, products and content three core, help the live broadcast room to analyze delicacy layered fans, accurately connect fans with goods, and direct the supply of goods to the entire link, and upgrade comprehensively. Rong.

In addition, the platform will also provide simple and efficient operation capabilities such as precise rewards and traffic support, live broadcast of APP and other scenes with high efficiency to reach users, commercial space for simple Pratt & Whitney, and "baby's favorite".

Xuan De also said that "5G, AI and other algorithm technology innovation, has continuously upgraded the commercial imagination space of Taobao's live broadcast, and technological innovation can bring advanced productive forces, such as even wheat AI makeup test, AR showroom and home, 5G& intelligent interaction, intelligent virtual anchor."

02

Five thoughts and six solutions

In the view of Taobao's live broadcast director, it is a year of continuous precipitation for Taobao live broadcasting in 2020. On the basis of 2019, users will have larger scale, wider industry coverage and more complete ecological roles.

To this end, he put forward five thoughts on the current content of Taobao's live broadcast (Taobao live new business 2020 release):

1, how to build immersive business experience in Taobao's live broadcast, and how to empower Ali's technology strength into Taobao live broadcast, such as live technology, AR and so on?

2, how does Taobao direct broadcast further release the business productivity? How can we make the role within the business (such as BA) better integrate into the Taobao live broadcast environment? What kind of technical support should we give to the backstage businesses?

3, Taobao live broadcast has 100 billion public domain traffic, each brand side, business has its own private traffic, then how does Taobao's public domain traffic and business's private domain traffic link up?

4, for Ali, data capabilities are very strong and very important. How to improve the strategic position of Taobao's live broadcast in Ali system, acquire more resources such as Ali, and let Ali's data capabilities be Taobao's live broadcast?

5, the last consideration is about the operation of consumers. How can we make the fan operation of the live room run with the user's operation of the brand? How can we use the social ability of the broadcasting room? How can we upgrade the personalization of the live room? How can we play the power of live + short video?

Summed up the six major solutions that Taobao will provide next week:

First, lowering the threshold, whether anchors will be settled, or businesses and institutions will be settled, the threshold will be further reduced.

Second, after the new anchor, new businesses and new organizations are added to Taobao's live broadcast ecosystem, the live broadcast of Taobao will provide support for cold start.

Third, "short video + live broadcast" will be the important content of Taobao's live broadcast this year. For this reason, the live broadcast of Taobao will provide corresponding traffic support for short video agencies.

Fourth, in view of new and high quality businesses, Taobao will provide a complete set of service providers, such as broadcast services.

Fifth, do a good job in Taobao's direct broadcast eco infrastructure, for example, future data Kanban will become data application;

Sixth, on the product, Taobao live will provide businesses with special tools for live broadcasting rooms. In addition, the sky also revealed that Taobao's live broadcast will create 100 billion yuan business live rooms in 2020, invite 20 new retail outlets to live in Taobao live broadcast, build Taobao into a new retail infrastructure, and create the nation's largest "cloud market", transforming it from "traders" into "businessmen".

03

Annual target: 100 thousand anchor's monthly sales of over 100 000 MCN sold over 100 million yuan.

Looking back at the live broadcast of Taobao, from the official launch of the live broadcast of Taobao in 2016, the number of single day games in December 2017 exceeded 10000, 2018 exceeded 100 billion trading volume, 81 Taobao anchor year transactions broke 100 million, January 2019 Taobao live APP online, double 11 traded 20 billion, half of which Tmall business launched, and then February February broadcast live in the whole industry. ...

The list shows that the growth rate of Taobao's live broadcast has been over 150% for 3 consecutive years, which is the fastest growing new economic format. At this conference, in 2020, Taobao will open the door to the new economy and continue to work on new ecosystem, new business and new energy.

"Within 1 years, Taobao live will help 100 thousand Taobao hosts achieve over 10000 monthly revenue, and create 100 sales of over 100 million MCN, becoming the most valuable live platform." Xuan de said.

It is reported that in the coming year, Taobao will directly invest 50 billion resource packs, including capital resources package, billions of flow resource packages, technology resource packages (activity play, marketing innovation, etc.), providing tens of billions of resources for Eco partners and creating tens of billions of revenue.

In addition, the official also mentioned that in the next 1 years, there will be more than 200 thousand offline stores and 100 offline markets flooding into Taobao live rooms.

"How to integrate product efficiency marketing" is not only a concern of Taobao merchants, but also a reflection of Taobao's live broadcast. At present, we can see that from the daring goods to the shop direct seeding, from the live broadcast of the clerk to the direct seeding of the president, Taobao broadcast is carrying the businesses closer to the target.

From the point of view of institutions and anchors, Taobao's live broadcast has been doing one thing -- making the plate bigger, as Xuan de said, "the bigger the future cake, the more opportunities it will have." On this basis, "flow + operation capability + goods supply" will be the touchstone for testing the anchors' ability.