In the first half of live streaming, the anchors and merchants will go wherever the platform has a large traffic. The situation in the second half will change. Whoever has more top anchors will be able to sit firmly on the throne.
Therefore, the more top anchors you will get from the next platform, the greater your chances of winning!
01. Newcomer to Taobao: Xiao Yang Sao + Xinxuan Team
Some media reported that the three sheep network behind Douyin's tens of millions of fans and anchors "Crazy Brother Yang" and Xinxuan team will start live streaming to sell goods on Taobao in the near future.
The anchor of Sanzhang.com is Xiao Yang's wife, Xinxuan is an anchor under Simba's team, and Simba and Xiao Yang may appear in the live broadcast room as assisted broadcasts or guests.
At present, Taobao Live and Xinxuan Group have not responded to this news yet.
It is said that from March to April this year, Xiao Yang's wife was already building a Taobao live broadcast related team. She originally planned to debut in May, while Simba's team debuted in June, but the Taobao debut time of both teams has not been completely confirmed.
Now search for the live broadcast account of "Three Sheep Network" on the Taobao live broadcast page, and the account is recorded by MCN "Hefei Three Sheep Network". There is no information on the broadcast yet, and 211 people have followed it. Simba's team has not yet seen the account related to opening Taobao live broadcasts.
Sanqian.com should have had a long plan to join Taobao. It opened its own brand flagship store "Xiao Yang Zhenxuan" on Taobao, which specializes in selling self-operated brands. Currently, the store has 12 products on the shelves, with only 348 fans.
Simba's team is also rapidly expanding its business.
In March this year, Simba established a branch in Hangzhou. Simba led nearly half of Xinxuan Company's team, including more than 2,000 disciples, to move from Guangzhou to Binjiang District, Hangzhou.
After moving to Hangzhou, Simba's live broadcast debut cumulatively watched 304 million times, with 113.6W likes on the live broadcast, 2442.8W of goods sold, and more than 900 million GMV sold.
Recently, Simba was exposed to traveling to Thailand and collaborating with local suppliers, brands, platforms, etc. It can be seen that this is a big move.
02. Old people entering Taobao: Make friends + Oriental selection
In October last year, Luo Yonghao brought a friend to Taobao and officially started his first Taobao live broadcast show on October 24th.
In order to prepare for last year's Double 11, Luo Yonghao's live broadcast room prepared three live broadcasts, corresponding to the pre-sale night, the opening night and the Double Eleven day. Since October 17, some brands and merchants have received investment news one after another, and Lao Luo has collected a pit fee of 200,000.
When "making friends" settled in Taobao, everyone thought it was not only a hit-and-out request from both sides, but also because of the changes in the relationship with the native platform.
In addition to Luo Yonghao, Oriental Selection also entered Taobao in October last year. At that time, Oriental Selection opened a Taobao live broadcast account. With an unbroadcasting, it had accumulated 495,800 fans. Oriental Select’s live broadcast room on Taobao is “New Oriental Flagship”.
New Oriental once said
Doing educational live broadcast on Taobao is a long-term plan with clear goals. After Oriental selected the circle, some media interviewed Yu Minhong. He said that the lively business model established based on external platforms is very fragile, and we still have a long way to go to lay a solid foundation for long-term development.
Later, Oriental Selection not only opened flagship stores on JD.com and Tmall, but also had Oriental Selection mini programs on WeChat mini programs, and launched an independent e-commerce app.
These behaviors all show that Yu Minhong will not put eggs in the same basket, and it is not surprising that he will be able to settle in Taobao.
Oriental Selection has opened two stores on Taobao e-commerce, namely "Oriental Selection" with 360,000 fans and "Oriental Selection Flagship Store" with 90,000 fans; on JD.com, Oriental Selection has also opened Oriental Selection flagship store, with currently 26,000 fans.
03. The intra-volume intensifies, what is the prospect of Taobao live broadcast?
The era of Weiya and Li Jiaqi is gradually fading away, and Taobao urgently needs the next "Li Jiaqi" to grab traffic, so the task of exploring "Taowai anchor" in 2022 has become the number one goal of Taobao live broadcast. As a result, many top anchors and institutions have received olive branches from Taobao.
So far, top anchors from the three major platforms of Taobao, Douyin and Kuai have gathered in Hangzhou. Their entry into Taobao shows that multi-platform layout has become a consensus among live broadcast institutions and anchors.
Since 2023, Taobao has been constantly introducing experts, and anchors such as Big Mouth Girl, Zhang Lan, and Yang Tianzhen have begun to start live broadcasts on Taobao.
This time, the entry of Sanzhaiyang.com and Xinxuan Group in Taobao has escalated the live broadcast war again, and may also be the opportunity for Taobao to gain attention again. However, joining Taobao is only the first step. Whether it can really adapt to the Taobao live broadcast ecosystem will only be known after actual operation.
In the past two years, there have been many anchors who have moved from Douyin to Taobao, and the strong binding relationship between the platform and the anchor has been constantly broken. These anchors who have moved from Taobao have not given up on their original battlefield. If the same institution and different platforms broadcast live at the same time, it will be a huge challenge for every anchor and institution.
For Taobao Live, under the grand strategy of contentization, it faces countless tough battles this year. It may not be enough to just introduce top IPs, and the platform's position in the live broadcast industry has also taken this opportunity.
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