In recent years, the rapid development of new business formats of e-commerce live broadcast has shortened the purchase decision-making link of consumers and opened up online and offline consumption scenarios. And the "booster" of rural revitalization.
Among them, Taobao Live, which is backed by Taobao and Tmall’s retail business ecology, has become the most systematic, ecological effect and commercial value e-commerce live broadcast position among all live broadcast platforms.
In the year ending September 30, 2021, the number of viewers of Taobao Live has grown by more than 60 million, and the annual ARPU value of consumers in live broadcast has also increased by 30%.
As a priority business of Taobao's "content-based strategy", Taobao's live broadcast continues to receive increasing attention.
On January 6, Ali China's digital business sector clarified the organizational structure of Taobao and Tmall, and the person in charge of Taobao Live directly reported to the president in charge.
The core of this organizational adjustment is to fully focus on user experience and customer value.
According to the heads of several live broadcast agencies, Taobao Live has recently released the 2022 incentive plan to support the growth of mid-waist and new talents.
New cash incentives are the focus.
According to reports, the policy is roughly divided into three parts: 1. New anchors will receive a one-time cash incentive issued by the platform after they meet certain requirements; 2. New anchors will also receive a one-time cash incentive for completing certain retention tasks; 3. For MCN institutions, institutions that introduce both high quantity and quality of new anchors each year can also superimpose annual frame incentives.
Taobao will also increase the support of Taobao traffic for live broadcast from the product level.
It is reported that Taobao Live has recently conducted a centralized test in Taobao to open more resources for live broadcast services.
On this basis, Taobao plans to provide a series of traffic support policies for mid-waist and new talents in 2022 to help them grow.
In the past 2021, Taobao has introduced a series of measures to strengthen its live broadcast business.
On the eve of Double 11, the content commercialization platform "Heat Wave Engine" was launched, providing two-way matching transactions for merchants and anchors, realizing online product selection, online investment promotion, online matching of talent anchors, and expanding more diversified marketing and promotion traffic. channel.
During the Double Eleven, Taobao’s homepage also added a first-level portal for live broadcasts. Taobao officials said at the time that this portal will bring hundreds of millions of public domain traffic to live broadcasts.
It is understood that the DAU, traffic, duration, and transaction scale of Taobao Live have increased during the New Year’s Day, which will be launched on January 9, 2022. Among them, the traffic of mid-waist anchors and store anchors has increased significantly.
It can be seen that the dual incentive policy of cash and flow of Taobao live broadcast is a more direct and powerful means to support the rapid growth of the new talent group, and it is also an important measure to promote the healthy and sustainable development of the live broadcast ecology in the long run.
With the standardization of the industry, the competition of e-commerce live broadcasts has returned to the supply of high-quality goods and services.
Relying on Taobao's large-scale merchant system and abundant supply, perfect business infrastructure and mature governance system, Taobao Live can continue to expand the inclusive value of the live broadcast economy, drive the improvement of consumer experience, business growth of merchants, and more active social media. Employment and entrepreneurship.
Data shows that Taobao's "village broadcast plan" has been launched for three years, and the Taobao live broadcast platform has accumulated more than 110,000 farmers' anchors for more than 2.3 million broadcasts, driving the sales of agricultural products to more than 5 billion yuan.