Is Live + Short Video The Next Stop For Content E-Commerce

On December 23, man Tian, director of Taobao content e-commerce division, shared the changes of Taobao live broadcasting in the past year at the Jinmai award, and pointed out the development direction of live e-commerce in the future, that is, "live + short video" of content e-commerce will be one of the most important means for businesses to gain business increment.

1. New circle. The more and more extensive audience base makes it possible to create future anchors and talents.

2. New path. Taobao has been changing its version frequently recently. It is precisely because live broadcast and short video have become the first module for consumers to open after they open their hand Taobao. The future click path of hand Taobao will be redesigned to expand the live broadcasting industry through the path guidance.

3. New consumption. Consumers are more and more inclined to find new consumption needs in live broadcast. In the future, Taobao live will carry out business based on search results, hot lists and hot topics, and at the same time, it will bring new increment to merchants through green screen and 3D virtual technology.

4. New track. The studio will bring new growth to jewelry, luxury goods and real estate.

How can businesses find future opportunities in the change of platform?

Here's all you can share

In less than two weeks, 2020 is over. In the past 2020, we have undergone a lot of changes: from the beginning of the year, live broadcasting has become a social topic and public opinion outlet, and in the middle of the year, different roles and different industries have tried the live broadcasting business. Until the end of the year, the just past double 11 and double 12 were the major examinations of the whole e-commerce industry and e-commerce live broadcasting. In the whole process, we have made a lot of attempts and changes, but also brought some results.

In the past double 11 period, Taobao live broadcast has made very encouraging achievements, no matter from the active users of the live application, the odd number of live broadcasting rooms, the length of stay of users, and the growth of new brands in the whole Taobao live broadcast.

Why are these achievements achieved? In general, In the future, there will be several changes in live e-commerce:

Change 1, new layer. From the perspective of consumers, the consumer groups of live broadcast scene applications are more and more, so in the live broadcasting field, the base number of new circles will be larger and larger.

What does that mean? In my opinion, there is a new possibility for us to create a host and a talent.

In the past, when the consumer base was not large enough, the creation of vertical anchor and vertical talent was relatively difficult. With the increasing application channels of e-commerce live broadcasting, the consumer base was growing. My judgment is that in the field of live e-commerce in the future, it is a very good time to build a vertical anchor and talents.

Change 2, new path. In 2020, there will be a lot of revision actions in hand Taobao and live channel.

Why is there such a revision action? The logic behind it is that when consumers open the manual Taobao, the click intention of the first section has changed a lot. Live and short video has become the first module and section that consumers are willing to click on. Because of this, we will also redesign the whole path of hand Taobao and live channel, and expand the whole industry and industry through the guidance of the path. Therefore, in the new path, e-commerce live broadcasting is a very important development direction in the future.

Change 3, new demand. Consumers are more and more keen to find their new needs in the live broadcast field. We will see that the search behavior in the live channel, the hot topics and hot lists in the live channel will lead their new consumption demand more and more obviously. This also means that in the future, we will make more efforts to build a business based on search and list in the live channel. You can find some opportunities.

From the perspective of businesses, today's businesses also have many new models in the live broadcasting field, which can also bring specific business increment through these new models. For example, many head brands have made their own studio contributions in the studio, which has made more consumers pay attention to them in the studio. There are also some matrix games, which become a new mode for businesses to gain business increment. There are also some new expressions, such as 3D dynamic technology, virtual characters, virtual live room, green screen and other technologies and new forms of expression, which can make 24-hour broadcasting possible.

Change 4, new track. The golden wheat awards mentioned the new industry in 2020. We can also see that there are many new corresponding industries in the field of live e-commerce, which can achieve different growth by means of live broadcasting. For example, on double 12, we have an activity called "Taoyou the first thing in your life". The "first thing in life" is not the first one in the traditional e-commerce products, but more in the corresponding commodities of education and beauty economy, including real estate, jewelry, luxury goods and other industries. They have achieved great growth through live broadcasting, and they are also something we will continue to build in the future.

In general, we judge that content e-commerce "live + short video" will become one of the most important means for e-commerce to obtain business increment in the future.

Among a series of methods, methods, means and technologies, which direction should we spend more time and energy on? My conclusion is to think from these four directions: scene, crowd, industry and organization.

1、 Scene

We often hear about private domain and public domain on many occasions. The private domain in the live broadcast is an important means and way to do Taobao live broadcast and e-commerce live broadcast in the future, because through the data, we can see the value of the fans system in the live broadcast domain to the businesses. Taobao live has a fans' intimacy system. In the fans' intimacy system, the UV value of beloved fans is 13 times higher than that of traditional users, 5 times higher than that of drilling powder, and 4 times higher than that of iron powder. It is necessary for us to carry out the corresponding fan operation by means of live broadcast.

In this chain, we strongly suggest that the brand should focus on three aspects. The first is the play method of fans' intimacy and the design of corresponding task system. The second is the operation of fans group and corresponding tools in Taobao live broadcast. Third, we will strengthen the live preview product function in the new year. Live broadcasting is a real-time scene, but we need to inform users and fans in advance what to talk about in the next scene, what are the highlights and what is good. In the preview section, I think what we have done in the past is relatively weak.

In the private domain module, I suggest that you focus on the whole set of fans' intimacy and the new product capabilities of the fans, as well as the product capabilities of our corresponding live announcements.

I believe that the public domain is a place of great concern to every business, every brand and every anchor. How to get traffic in the public domain and how to find corresponding business opportunities in different tracks.

We should focus on what is highlighted after the revision of Taobao live broadcast channel.

The last round of revision of Taobao live broadcast highlights several things:

First, in the attention domain, the corresponding products can be broadcast after the corresponding fans pay attention to the account.

The second is recommendation, which is based on the big data of "thousands of people, thousands of faces", both of which are easy to understand.

The first of the new sections is the local section. The logic is to hope that the business with local attributes can be better highlighted in the live broadcast field. For example, when we have a lot of activities with large offline business circles on double 12, we can make corresponding disclosure through the local section. Or use our lbs function to recall nearby users.

At the same time, we will see at the bottom of the home page, in addition to the live channel, there will be a brand channel. The brand channel is more intended to leave the live broadcast business and the big brand side to build together, so that the content and specific rights and interests that the big brand wants to reveal in the live broadcast site can be better highlighted in the brand channel. Now the brand has made the special contribution for the live broadcasting room into a very important means for the whole year's operation, and even some world famous brands put the most important press conference here.

We have just mentioned that brands attract consumers according to the dimension of brands. Beside them are channels of good industrial goods, and more consumers are attracted by the dimensions of goods. Therefore, we will also attract today's industrial belts with the channels of industrial goods to provide high cost-effective products.

There is a new special channel on the far right. The creation of talents and unique accounts will be displayed in this channel.

The revision of the whole live channel means that the live broadcasting business will develop in these directions in the future. I hope you can find your own in these directions