Can Taobao'S "Switching" Live Channel Recreate The National Carnival?

Before entering October, e-commerce practitioners have smelled the breath of double 11 and reserved troops for it.

"From January this year to now, the number of users of Taobao live broadcast has exceeded 500 million. By August, the traffic volume has also increased by 59%, and it has increased by 55% on the most core business Gmv. The double 11 Festival started on the evening of October 20, and we hope that Taobao live broadcast will be the main venue to undertake this event." Cheng Daofang, the head of Taobao business group's live broadcasting division, told reporters in an interview with 21st century economic report, Live broadcasting in the past year is lively, and this year will be more professional.

In his opinion, the number of anchors that can participate is already considerable. The problem is how to make them develop better? This is also the core problem that Taobao is facing now.

"The future is a new field, new products and new investment. We will focus on supporting the development of new ecology during the period of the double 11. We will help businesses and live broadcast organizations achieve leapfrog growth by expanding new marketing fields, launching new commercial products and investing new supporting resources for ecology." Cheng Daofang further added.

Since the beginning of this year, the live e-commerce platform based on fast hand and tremolo has developed rapidly. Tmall's double 11 will focus on "live broadcast", and the three platforms will enter the competitive situation of close combat. However, the healthy and sustainable development of the platform ecology is now or even more important.

Weia's Taobao live. People's vision

Expand live broadcast

According to Taobao's live broadcast data, by the end of 2020, Taobao has provided more than 100000 live broadcast content, and users can watch more than 500000 hours a day. Nearly 100 million products have been put on the shelves in Taobao's live room. The number of live broadcast anchors with goods has also increased significantly, an increase of 661% compared with that in 2019. In 2020, the average daily active users of Taobao live broadcast will be greatly increased, with a year-on-year increase of 100%.

Chen Daofang believes that after six years of development, especially the huge stimulation of the epidemic situation, the volume of live broadcasting business has been growing, and the penetration of the whole Taobao live broadcast in various scenes has basically achieved full coverage. The live broadcasting industry has gradually moved from being a party to a professional one, and the theme has also changed from participation to development. "After participating in the live broadcast, the core issue is how to develop better and how to become a live broadcasting room with tens of millions."

The Taobao live broadcast, which was originally fixed in the "four King Kong" position, has a relatively long way to solve the problem of users' return visit. Therefore, during the double 11 period this year, Taobao's home page will add a new level of entrance for the live broadcast, which will simplify the process for users to enter the live broadcast scene, and provide immersive live viewing experience for consumers.

At the same time, the original entrance in the form of dual column flow will continue to be retained, which emphasizes the logic of "discovering e-commerce". The first level entrance serves the users who have the mentality of watching live broadcast, and the original entrance focuses on discovering the interested anchor.

The dual entry mode also means that Taobao direct broadcast will directly undertake hundreds of millions of public domain traffic, and also open a new position for the operation of live broadcasting room.

In terms of professional operation services, the platform has the advantages of being familiar with the purchase portraits of the anchor fans and the category structure of the merchants. Building a matching bridge between the anchor and the merchant by the platform will shorten the matching link between the anchor and the merchant, and can accurately enable the anchor selection from the data side.

A typical case is that Li Jiaqi didn't sell maternal and infant products before. From the fan portrait end, the platform calculated that 9% of Li Jiaqi's customers would buy maternal and infant products. The accurate grasp of the data widened the selection category for Li Jiaqi.

In order to maximize the broadcast efficiency during the "double 11" period, Taobao has also launched a new content commercialization platform "heat wave engine", which can realize online selection, online investment promotion, online matching of talent anchors, and more yuan of marketing promotion flow channels, providing two-way matchmaking transactions for businessmen and anchors.

According to reports, the traffic of point Taobao has increased by about three to four times this year. Now, the whole flow of point Taobao accounts for almost the same proportion as that of Taobao.

"Diantao's predecessor was Taobao live independent app, and then we officially renamed Diantao in January this year. Why don't we call Taobao live to do some Taotao? The reason is very simple, because Diantao undertakes the task of Alibaba in the exploration of the next generation of e-commerce." Cheng Daofang explains the reason. From the perspective of user habits, short video consumption and streaming media consumption have been switching, Diantao is defined as the "field" of discovering e-commerce.

This means that Diantao will devote great efforts to the track of content e-commerce, and complete the closed-loop trading link in the form of short video grass planting and live weeding.

Bring in new employees

In order to better cultivate a new ecology, Taobao will also invest a lot of resources to help businesses and anchors grow rapidly. It is reported that during the "double 11" period, Taobao live platform will launch a single challenge event for institutional talent, and jointly invest in traffic with the anchor to help fast upgrade. According to different task levels, the platform will "allocate" up to 1:1 traffic resources for the anchors who complete the specified tasks, and the growth rate of the anchors will be accelerated at least twice. For new accounts registered after September 1, the platform will give 30 days preferential treatment to new people. Only 10% of the technical service fee of the anchor Commission will be charged, and no additional transaction commission will be charged.

For the live broadcasting room of merchants, the platform has also launched the support policy of "leading investment". After the merchants successfully sign up for participating in a single challenge activity, the platform will take the lead in investing 100000 traffic resources to help accelerate the completion of the task. In addition, all traffic resources purchased by businesses during the "double 11" period will enjoy a certain proportion of rebate.

"In the growth path planned for the anchor, the number of fans active, commercial investment, and transaction in the live room are three important indicators, and the promotion of these three factors will directly accelerate the promotion of the anchor level." Cheng Daofang, for example, explains that the fastest-growing new anchor in recent years has achieved a gmv10 million achievement in two live broadcasts. "The rule of grade acceleration is undoubtedly a good thing for new anchors to break the circle. We can also see the support of Taobao live broadcasting for new anchors and new businesses from the perspective of game setting. They have also become the focus of Taobao live broadcasting."

Under the new version and new regulations of Taobao live broadcasting, more and more small and medium-sized anchors are growing into waist anchors, and middle and low-end anchors are also blowing the clarion call to march toward the head.

Cheng Daofang told the 21st century economic report that by the end of 2021 to August, the traffic of Taobao live broadcasting platform had increased by more than 59% year on year. As the pioneer of live e-commerce, Taobao live has been helping businesses achieve new growth through innovative ways. "At present, there are 500 million active users on our live broadcasting platform. In the eyes of consumers," pre-sale live watching "is the most cost-effective way to participate in double-101.we also hope to help businesses and anchors achieve good results through these incentives." it is revealed that nearly 2000 businesses enter and broadcast every day, "This is a platform with great potential, and Taobao live is becoming the first stop for more and more businesses to enter the live e-commerce layout."

Compared with other short video platforms, Cheng Daofang thinks that the difference between dot Taobao and other short video platforms is "good goods", which is also the core logic in the form of e-commerce.

Not long ago, the Ministry of industry and information technology pointed out at the administrative guidance meeting that the external chain should be opened between Internet platforms, and each platform should be unblocked according to the standard until September 17.

In view of the opening of wechat to Taobao's external chain, Cheng Daofang believes that in the past, the interconnection between the whole Taobao system and wechat has not been very good. "The Taobao password we invented itself is a very awkward product, and it is not very good from the perspective of user experience. After interconnection, we return to the user side, which will bring better user experience. Based on this original intention, I think it is a good thing."

In addition, he also hopes that Taobao live content or live product content can form a relatively good user experience in the external platform. However, the specific degree and effect of opening up are still waiting to be seen, and we still have expectations.

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