In Addition To Hangzhou And Shanghai, There Are Also These Dark Horses In The Top Ten Taobao Live Broadcast Cities In 2020

This year, e-commerce live broadcasting has become the "golden key" for major cities to open the door to the new economy, from the springing up of live broadcasting industrial parks and live broadcasting bases, to the introduction of the policy of encouraging the live broadcasting industry.

On December 29, the Taobao live broadcast combined with the Taobao list of top 10 live broadcast cities in 2020, namely Guangzhou, Shanghai, Hangzhou, Beijing, Jinhua, Foshan, Suzhou, Dongguan, Chongqing and Chengdu. This list comprehensively evaluates the number and performance of anchors, live broadcast merchants and live broadcasting institutions in the city, as well as the strength of local policies for the live broadcasting industry.

Beijing, Shanghai and Guangzhou are making rapid efforts in live broadcasting of e-commerce. According to the data of the Taobao list, the number of live broadcast by merchants in Guangzhou exceeded that in other cities, with a year-on-year increase of 97%. Various small and medium businesses in more than 100 local offline markets have found new opportunities through live broadcasting.

Shanghai's various domestic brands, new sharp brands, and Beijing's time-honored brands have also achieved new growth through live broadcasting: over 70% of new brands, such as Ramen, have launched live broadcasting, while Wu Yutai, neiliansheng and other time-honored brands in Beijing rank among them in terms of growth rate.

As the base of e-commerce live broadcasting, Hangzhou ranks first in terms of the number and growth rate of anchors, making it a well deserved host city. Well known Taobao anchors such as Weiya and lieerbei, as well as nearly 50 MCN institutions and dozens of industrialized live e-commerce bases, are all gathered in Hangzhou. Various kinds of talent award system for live broadcast also let many people become "hangpiao" to do live broadcast.

As can be seen from the list, there are many "black horse" cities that stand out from the live broadcast cities through the mode of live broadcasting and characteristic industries.

At the beginning of this year, the small commodity market of Jinhua Yiwu realized Taobao live broadcast. More than 3000 Yiwu merchants have started global business through Taobao live broadcasting room. Dongguan's women's large-size anchors account for 60% of the country's, a year in the studio on the new 50000 large women's wear. There are 60000 square meters of venues in Humen e-commerce Industrial Park, most of which are transformed into live broadcasting rooms. Hundreds of enterprises have started Taobao live broadcasting here.

In addition, Foshan's furniture, Suzhou's maternal and infant products, Chongqing's food, Chengdu's women's shoes The traditional characteristic industries in various regions are upgraded through Taobao live broadcasting. This year, the transaction growth rate guided by live broadcasting exceeded 100% on average compared with last year, and some of them can even reach 2-3 times. The presidents of more than a dozen well-known offline catering enterprises in Chongqing even came to Taobao to open the "late night canteen". Xiaolongkan sold tens of thousands of boxes of self heating hot pot in the Taobao live broadcasting room for 10 minutes.

Li Mingtao, President and chief e-commerce expert of China International E-commerce Center Research Institute, said that from the city composition of the list, there are not only the first tier cities such as Beijing, Shanghai and Guangzhou, but also the inland consumption centers represented by Chongqing and Chengdu, as well as industrial clusters such as Jinhua, Foshan, Dongguan and Suzhou, which fully demonstrates that e-commerce live broadcasting has become a new business of various cities What's more, Dongguan, Foshan and other industrial belt cluster cities are listed on the list, which fully demonstrates the prominent role of e-commerce live enabling traditional industry transformation, and provides a demonstration for more similar cities to develop digital new economy.

Training and absorbing relevant talents and improving the upstream and downstream industrial chain of live broadcasting have also become the development priorities of "live broadcast cities". Guangzhou, Shanghai, Hangzhou, Chongqing and other cities have successively introduced policies to encourage e-commerce live broadcasting. Yiwu Industrial and Commercial Vocational and technical college has also set up relevant courses and studios to cultivate professional e-commerce live broadcast talents. The development of "live city" is in full swing. Resource advantages and cooperation points.

After talking about private domain and public domain, there is a so-called cross domain. In the past, every field was isolated. A shop is a shop, and a live room is a live room. Theoretically, it is also fragmented online and offline. Each field is fragmented. Because of the means and tools of live broadcasting, better intercommunication can be achieved between different fields. Today, we will see that many customers will use 3D live room during the period of double 11 and double 12 , new product release function and brand's first live broadcast room for brand 1 + n. The brand can have a main live room, and n live rooms can be hung below. Different applications can be carried out for consumers' layered demands and product promotion demands. There is also a 1v1 live room, which can make users feel more noble, communicate with the host / brand and identify treasure, hoping to make cross domain things more transparent and different The fans in the field communicate with the crowd, so that everyone can cross the border.

Let's talk about the crowd. We are not unfamiliar with the concept of crowd. Since the advent of Internet marketing and big data, we have been talking about the so-called crowd. However, after the birth of live broadcast field and content field, it is different from the original crowd. We need to find "content susceptible crowd" in a new field.

In the past, people were more defined with physical labels, such as men, women, age, which stores they paid attention to and whose stores they didn't pay attention to. The inner easy moving group refers to the people who are more likely to be moved and infected by the content and produce resonance.

The definition of this group, as well as the corresponding logic and thinking, is a very important concept for the future content e-commerce to link up with marketing and to improve the effect of advertising.

Here, we get through with Ali's mother's whole advertising system, and the live room will be a more efficient landing scene. Ali mom's data marketing system, Dharma disk system and data bank system will do the corresponding data application.

During the double-11 period, a large number of customers corresponding to the most important marketing IP and marketing events of the year fell into the scene of our Taobao live broadcast. During the period of double 11, there will be more than 200 corresponding brand events, including super press conference, super live broadcast day and press conference, etc. 20000 new product SKUs are really through Taobao live broadcast, which is a very important means and way to launch their new products. At the same time, there will be more than 1000 CEOs and experts in the field. Today, we will also use the means and methods of Taobao live broadcast to preach the corresponding content and brand between different businesses and anchors, and even promote the sales volume. All of these will see some things that can be done in the crowd to break the circle.

Third, in November, we held a "shopping" press conference on Taobao's home page. Shopping is an important scene based on short video and live content distribution. In the future, how to create the corresponding content through browsing and how to better relate it with Taobao live broadcast before, during and after the live broadcast will be the play method and solution that every businessman and every anchor must study in 2021. Otherwise, we will lose touch with consumers.

In addition, we will also provide corresponding data reports and data functions in this field, so that you can see where you can improve.

industry

Taobao live and traditional e-commerce industry has a great development and difference. During the "double 11" period, there were nearly one hundred million live broadcasting rooms in Taobao. At the same time, there are many millions of live rooms. We have overseas goods and buyers across 48 countries. In addition, there are a lot of characteristic supply and characteristic industries which are cracked up by live broadcasting, such as health industry, air travel industry, auction industry and luxury goods industry. During the double 11, there are many successful cases, which have been continuously developed, not the development of showcase.

For some core traditional mature brands, today's appeal is to find a new SKU and a new track suitable for young consumers under the background of consumers' upgrading and rejuvenation, and have their own place in it. Under this logic, Taobao live will help these mature brands change and break the circle.

In terms of social responsibility, the project that Taobao has spent a lot of time and energy on in the past four years is village broadcasting. A series of network structures ensure that we can endow the ability and function of live broadcasting to the most basic level farmers, so as to realize the upward trend of agricultural products.

We can see that Taobao live broadcasting has become a very important track for the growth of new brands, so in the past 2020, the overall transaction volume for new brands has reached tens of billions through Taobao live broadcasting. The whole live track has become a very important means for all emerging brands to realize the growth and rapid growth inside today.

Thousands of brand customers have achieved more cooperation with excellent anchors on the platform, and daily self broadcast has become a must for new brands. Daily self seeding has high powder absorption rate, conversion rate and long-term return visit value, which is an important means to achieve future commercial growth.

organization

The most important reason behind why the live broadcasting industry can flourish today is that it can give full play to the subjective initiative of each role in the organization and is no longer passive. In the process of releasing productivity, we lowered the threshold of broadcasting in 2020 and optimized the usability of tools. At the same time, we will find different roles using live tools and encourage them to have more participation and integration with us.

That's why we see new retail solutions. The new retail solution is to help offline Ba and other roles use live broadcasting to help brands achieve business growth.

I believe that live broadcasting is not just a sales scene. For example, there are many customer service functions in the live room. We have created corresponding product functions according to these functions and requirements.

In addition, in the whole live broadcasting field, we will also see that one third of Taobao tmall brands have used the agent broadcast service providers to help them improve and polish their live broadcasting business. The broadcasting service is also a very important part of our organization.

In addition, there is the ecology of the host organization. Taobao launched the slogan of "Kung Fu anchor" in August and September, and Taobao live has the most professional anchor. What is the most professional? "Most professional" means that he is serious today and can withstand the market test of ecology, which is a very important judgment basis and indicator for the long-term sustainable development of the brand side.

? ? ? In the new year, we hope to help the brand side have better cooperation opportunities with anchors and organizations. For example, during the double 11, we launched a new game of "official inventory": the official organizes the corresponding products according to the strategy, effectiveness and requirements, and recommends them to the most suitable anchors and organizations to sell the corresponding products. We also hope to achieve the goal of "official inventory" Match up. In 2021, we will carry out more in-depth cooperation and building.

Taobao live broadcast and Taobao content e-commerce business has achieved relatively rapid development, but today's achievements are only the beginning. I believe that in the future, we can have a better collision with everyone here, and help the whole e-commerce live broadcasting business develop more vigorously. Thank you!