The Appearance Of "Tmall Star Selection" Redefines The Live Broadcast Of Stars

Buffett said: when the opportunity comes, please use the bucket to receive, not with thimble!

As a new format of digital economy, "pop money", live with goods in 2020 will be concentrated outbreak. According to the data released by China Internet Network Information Center, by December 2020, the number of live e-commerce users in China has reached 388 million. Among all the live webcast segments, 66.2% of the live e-commerce users have purchased live broadcast products.

In the face of the new outlet of live broadcasting with goods, stars also end up one after another: they either enter the studio for the purpose of film and television publicity, or cooperate with the head anchor as guests. Stars such as Liu Tao, Li Hao, Wang Han and others have reached deep cooperation with the platform, and opened personal live broadcasting rooms with more entertainment, high exposure and content.

How to aggregate star resources through the platform to better play the "background color" and "confidence" of star anchors, so as to bring greater possibility for live broadcast?

The recently dazzling "tmall star selection" offers an ideal answer.

"Tmall star selection" is a new business of tmall's Official Star Live Broadcasting. As an important performance in the live broadcast, 618 will continue to have 20 live star shows and more than 700 brand businesses will participate. Some experienced anchors such as Liu Tao, Li Hao, Wang Han, Hu Bing and so on will play as the team of the Communist Party of China, and Zhang Xinyu will also make his debut in 618; Deng Yaping, Liu Xuan, Hui Ruoqi, Xue Ming, etc. will also join the team of tmall star broadcasters as Olympic Star anchors to boost the Olympic Games held many years ago and give more new energy to the Olympic champions“ In the Chinese market, the number of sports population defined by the Olympic Organizing Committee is about 500 million, while the number of people engaged in sports related consumption in Ali ecology is 400 million, "said Zhang Wuji, a CMO of Alibaba.

In the era of Star Live Broadcasting 2.0, the appearance of "tmall star selection" is not accidental.

After entering the second half of the mobile Internet, the online traffic dividend has touched the ceiling, and the growth of online businesses is slowing down as a whole. At this time, only by finding new traffic through various methods and enabling new business growth can we promote the sustainable development of the industry. As the promotion node of the first half of the year, star live broadcast is undoubtedly an important part of the strong circle breaking effect.

The emergence of "tmall star selection" can be predicted to have a breakthrough impact in the following dimensions.

For businesses, because star anchors have their own traffic constitution, they have a certain appeal and influence on fans in different ranges. After joining "tmall star selection", they can make full use of their own traffic advantages, quickly realize brand value dissemination and boost the significant growth of brand sales with the help of the double track of long-term live broadcast and fast transaction and short video network wide long-term exposure.

For users, through the immersive live broadcast scene, they can interact with the star anchor in the live broadcast room with high frequency, and it is easier to identify with the personages output by the stars in the live broadcasting room, and purchase the preferred goods recommended by the stars in a pleasant atmosphere.

For the platform, the platform cooperates with many MCN institutions and entertainment institutions, creates different types of star IP, and expands the influence of live broadcast with goods to a greater circle through the fan economy and celebrity effect brought by stars. Besides the original platform anchor, the platform further expands the possibility of live delivery with goods, and wins the first opportunity in the fierce platform competition.

Gather different types of stars, create different star personal IP, and then activate the whole network traffic from point to area. This is the whole industry. Only a large platform like tmall can complete such integration. After the completion of star personal IP, fans will be transformed naturally. Fans resources can also be developed as brand data assets for many times, becoming the "second curve" of brand growth: it not only excavates new traffic, but also promotes the new growth of businesses. The role of tmall star selection in promoting the industry is obvious.

01

Star IP:

Create "double helix" rise of content and e-commerce

In supporting star anchors, Tmall star selection has a feature: it does not bind the stars to the platform, but strengthens the star's personal IP, and activates traffic through the star's personal IP influence, empowers businesses, and realizes product exposure and large-scale growth.

In other words, in the selection of tmall star, the star is not bound to a certain business of Ali, but the star's personal IP, This kind of star personal IP binding mainly relies on the data analysis and operation advantages of tmall platform, determines the categories of goods they bring according to the characteristics of different stars, and the seamless connection between the consumers and the selected products, and completes the remodeling from the star to the IP. This has created the official selection official Liu Tao, the good thing recommender Li Hao, and the life manager Zhang Xinyu; Help Alibaba Spring Bud Plan to promote ambassador, domestic product, Wang Han and big brand discovery officer Hu Bing to optimize and upgrade their star content e-commerce IP; In addition, sports stars such as Deng Yaping, manager of Grand Slam life, Hui Ruoqi, Liu Xuan, balance officer of wonderful life, Xue Ming, etc., were introduced to create Star personal IP.

The creation of star IP is to further form the e-commerce facilities of stars, but the platform is not strong enough to bind stars, which can fully release the active co creation content of stars and release their expression in e-commerce live broadcast.

Take "Liu Yidao" as an example. On the eve of 618 last year, Liu Tao started the first immersive live broadcast in the whole network, bringing 148 million goods for the first time. In 2020, Liu Tao's 30 live broadcasts will have an average audience of 10 million, with more than 100 per million pits and 10 more than 10 million pits, with new customers accounting for 90%. Liu Tao has completed the transformation from star anchor to anchor IP, becoming a famous "desperate Sanniang" in the live broadcast industry.

Famous host Li Hao has many years of stage experience. He is also a warm man and good husband in the eyes of the audience. He can chat with fans closely. After entering the live track, Li Hao soon showed his talent for live broadcasting and good field control ability. As a recommender of tmall's good things, Li Hao drove the night consumption by selling goods in variety shows, and made a deal of more than 40 million yuan on the first broadcast. It has 53 live broadcasts a year, with more than 100 new brands carrying goods, becoming the representative of the explosive power of cross-border e-commerce live broadcasting.

On June 1 this year, the first anniversary of the live broadcast, Li Hao finished his 53rd live broadcast in the studio, with a record number of viewers. Keeping up with the requirements of high-quality content production, Li haofuneng brand innovated the "home appliance moment". A live broadcast created many popular models such as Midea air conditioner and millet TV for tmall's power industry. Its star's live carrying capacity and star's IP value were highlighted in the fierce competition of 618 anchor.

After creating star anchor IP, the next step is to form a new live broadcast ecology of star live broadcast.

With the participation of Deng Yaping, Hui Ruoqi, Liu Xuan, Xue Ming and others, these Olympic and * * sports stars have made outstanding achievements in their respective fields during the sports period. They have a number of loyal fans, and after retirement, they have cultivated in different fields. For example, after her retirement, Deng Yaping served as the director of a media company. Hui Ruoqi was actively engaged in public welfare undertakings. Liu Xuan retired to become an actress, giving full play to her energy in various aspects such as sports, public welfare, entertainment and commerce. After joining the tmall star election, these Olympic stars and sports stars can leverage more private and public traffic through their respective influence, and the star content e-commerce IP of tmall star selection will be more diversified.

It is a long-term accumulation process from creating star personal IP to establishing star e-commerce personals to forming a new live broadcast ecology of star live broadcasting. At this point, it is not difficult for us to have a basic grasp of the selection mode of tmall Star: it is not an occasional or temporary intention to create a star anchor, but focuses on long-term exposure and drainage. In this process, tmall star selection not only completed the star's personal IP, but also gave full play to the star anchor's energy advantage in their respective fields, making them the "brightest star" in the live broadcasting room in their respective fields.

02

Ecologization of live broadcasting: innovation mode breaks the red sea of e-commerce

If the direction is right, will the result be far away? Instead of conforming to the normalization of Star Live Broadcasting, tmall star selection constantly innovates the live broadcasting mode of e-commerce according to the demands of businesses and consumers.

On the supply side dominated by businesses and brands, categories and brands are extremely rich, and e-commerce competition has become a red sea. How to innovate the service mode, revitalize the existing users, increase the number of users and user stickiness, and how to innovate the live broadcast game to forge popular funds, continuously attract new user groups and create brand incremental crowd, are all important issues that perplex brands and businesses.

On the demand side, with the chaos of live broadcasting in the industry and the normalization of star live broadcasting mode, the incremental population represented by generation Z and sinking market have strengthened their distrust of the marketing methods of live e-commerce, and have lost interest in them. How to build a stable and reliable live star IP, as well as how to innovate live star play, are also testing stars and e-commerce platforms.

Based on the pain points of the above two ends and the accumulation of advantages of Alibaba platform in Star Live Broadcasting, tmall star chooses to redefine Star Live Broadcasting, and takes content as the starting point to create a new ecology of star anchor IP mode.

In terms of ecological building, tmall star will untie the previous hard brand cooperation mode through the mode of "official + institution + pan entertainment", create personalized IP of stars, strengthen personal attributes and styles, and fully stimulate the enthusiasm and creativity of stars to participate in CO creation. In the form of cooperation, tmall star selects "long live + short video" dual wheel drive to extend the transformation period of fans, transform the public traffic of stars and the general public into private traffic of businesses and brands, and constantly create incremental users for the brand. In terms of content creativity and display, in addition to the hard broadcasting mode such as naming, tmall star selection will be able to customize the contents of star live broadcasting room, fully display brands and products with strong rhythm content of scene, creativity and variety show, and stimulate product sales with star endorsement and live experience to achieve brand popularity.

The foundation of this innovation is not only the success that can be confirmed by the live broadcast matrix of stars such as Liu Tao, but also the base capability of Alibaba's big platform based on big data and user portraits. Through the precipitation and accumulation of previous data such as merchants and users, supported by multiple technologies such as Alibaba cloud and mobile payment, tmall star selection can effectively connect businesses and users, and achieve win-win results through matching stars and creative content.

The innovative mode selected by tmall star has attracted many famous brands including Yili and Xiaomi. It is understood that in this 618 event, Yili will be named as the star of many times live broadcast, through Li Hao, Hu Bing and other entertainment stars, Hui Ruoqi and other sports star matrix, three-dimensional amplification of brand volume and exposure. The in-depth cooperation between Xiaomi and the United States, Li Hao's one-year live broadcast, helped Xiaomi TV and Midea's air conditioner rank on the list of 618 categories of hot sales, and a single point of in-depth content created popular products.

Through effective insight into the business demands and user pain points, relying on the advantages of Alibaba's ecology and platform, and constantly based on the experience and achievements of Star Live Broadcasting, it has effectively completed the transformation of incremental users from public domain traffic to private domain. Through practical actions and achievements, tmall star selection is redefining Star Live Broadcasting.