"Live streaming should be a standard configuration for e-commerce, not an embellishment." In 2016, Taobao began to try the "live streaming + selling goods". In just three years, with the participation of top celebrities Zhang Dayi, Weiya, Xueli, etc. and the professional management of a large number of MCN institutions, Taobao Live created a transaction volume of 100 billion last year. A small B-level event can reach a daily transaction volume of 800 million, and this year, it has driven a transaction volume of 13 billion.
Not only has it redefined the online shopping scenario and promoted the development of the e-commerce internet celebrity economy, it has also put aside the bold statement of "the transaction volume of 500 billion in the next three years".
01 Content e-commerce era
Due to changes in user needs, Taobao has moved from a trading platform to a platform for content consumption and trading.
The original transaction process was rational consumption, and users chose products that meet their own needs. After gradually meeting basic consumer needs, it is necessary to stimulate users' emotional needs more often.
Taobao live streaming is like a shopping moll on the cloud. When customers come into the store, the first thing they face is not the shelves, but the people.
During the entire purchase process, there is interaction and warmth. Users gradually develop loyalty to the store and the brand, and even have emotional connections with the anchor and become fans.
02Amateurs can also "bring goods"
Taobao Live is different from other video platforms. It focuses on consumer life, and requires the anchor to have a certain degree of professionalism and in-depth understanding of the product.
Under the basic business model of people and goods yards, not only are the top internet celebrities "fear" in bringing goods, but the internet celebrities at waists can also make money every day, and even new amateurs can have a "place to stay".
In the past, those amateurs who were ordinary-looking and thought they were "can't bring goods" might also bring thousands of goods through a live broadcast. "Training goods" no longer belongs to the traditional "Internet celebrity" group.
03 Non-standard products shine in Taobao live broadcast
Interestingly, the categories that were previously unpopular in traditional e-commerce shine in Taobao live broadcasts.
Based on the special attributes of Taobao live streaming, we can explain the product to customers in very detailed and interact with customers, and we can understand the diversity of products through changes in different scenarios and matching.
80% of the whole Taobao fur sales are generated through live broadcasts, which are considered to be flowers in offline categories, and the transaction volume increases by 500% through live broadcasts, including jewelry, aquatic products, agricultural products, etc.
According to Zhao Yuanyuan, the person in charge of Taobao Live, the guided entry rate of Taobao Live is about 65%, which means that as long as you enter the live broadcast room, 65% of people will click on the baby and enter the store.
Taobao live streaming is currently in the buffer period of the second trend. Before the 5G era, Taobao live streaming will enter a stormy wind and will soon usher in a new round of explosion. On this year's "Double 11", you will find Taobao live broadcasts everywhere in the main venue.
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