Person in charge of Taobao Live Broadcast: The show model is too impetuous. Future live broadcasts will be the PGC era

What exactly is a live broadcast full of Taobao characteristics? What new value will the combination of "e-commerce + entertainment" bring to the industry and users? As Taobao Live launches its "Hundred Days" Live Broadcast, listen to its person in charge Chen Lei telling you one by one.

Original title: Person in charge of Taobao Live Broadcast: Live Broadcast brings a 32% premium purchase rate, and every seller will become an anchor

."Let users watch the live broadcast is both in line with their original intention and beyond their original intention." A few days ago, Alibaba Group CEO Zhang Yong said this when talking about the recent popular live broadcast model. "Creating irreplaceable live broadcasts full of Taobao characteristics is something we have been planning from the beginning."

What is the irreplaceable live broadcast full of Taobao characteristics? What new value will the combination of "e-commerce + entertainment" bring to the industry and users? As Taobao Live launches its "Hundred Days" Live Broadcast, listen to its person in charge Chen Lei telling you one by one.

32% premium purchase rate In the future, 90% of Internet celebrities will join Taobao Live Broadcast

Reporters: It has been more than three months since the trial operation of Taobao Live Broadcast started. It has been more than three months now. Taobao Live Broadcast has reached its "100 days". What is the situation now? What do you want to work harder in the future? How would you evaluate the results of these 100 days?

Chen Lei: During the celebration of the "Hundred Days" live broadcast on Taobao, Internet celebrity Zhang Dayi had a live debut. In 4 hours, the cumulative number of viewers reached 421,000, and the likes exceeded one million. Without any promotions and discounts, the store's new transaction volume was about 20 million, and the customer unit price was close to 400 yuan. At the same time, Zhang Dayi's live broadcast content has been fully displayed in the matrix of media such as "Love Shopping","Taobao Headlines", and "Micro Tao".

We hope that Taobao's consumer ecological live broadcast will be a model of "social warm-up, live interactive, and Taobao deals", which means that the anchor's three attributes of fan attributes, interactive attributes and transaction attributes can be created.

Combined with Zhang Dayi's live broadcast, we believe that Taobao live broadcast will have three latitudes in terms of anchor form. One is the grassroots latitude in the ecology, such as anchors who teach piano, singing, and parenting knowledge; the second is celebrity anchors, and the third category is Internet celebrities.

We see that with the help of Taobao live broadcast, new forms and new species are taking root and growing in Taobao. The past 100 days have been quite successful. From the data point of view, 1 million people watching will bring in 320,000 additional purchases (putting products into shopping carts). We are confident that in the next two years, 90% of Internet celebrities will join Taobao Live Broadcast.

Reporter: In your opinion, what is the content positioning and platform positioning of Taobao Live Broadcast?

Chen Lei: Taobao live broadcast has two different attributes. First, Taobao live broadcast is a business on mobile Taobao. This is a platform for centralized display of content. At the same time, Taobao live broadcast is also a function that can provide live broadcast capabilities for Taobao, Tmall, Jukuanhua and even more businesses of the group.

As a business, Taobao Live Broadcast uses rich content to solidify consumers 'minds about Taobao Live Broadcast. Its content composition is a long tail, distributed among various consumer fields such as kol, village celebrities, celebrities and other groups: Talent can teach you all kinds of beauty matching knowledge, and we are still extending overseas live broadcasts, allowing consumers to discover all kinds of good things around the world, shopping in South Korea, visiting Galeries Lafayette in France, and even the future Rio Olympics There will also be a special line connected to you to experience the content of the Olympics.

In addition, for example, the village shopping live broadcast sold 260,000 eggs in two days. The broadcast is about how to catch chickens in rural areas and is also very popular with everyone.

Reporter: In terms of content, as long as there is a consumption and shopping scene, the live broadcast may intervene. Is this the case?

Chen Lei: If you want to intervene in the field of consumption, you will intervene. In addition, live broadcasts will bring more scenes to users, and can bring changes to their lives. We will have a large number of partners in the Ali Ecosystem to work together to create corresponding content. Everyone sellers can be anchors, and buyers can watch live broadcasts everywhere. We internally call this empowerment.

Mobile Taobao now has more than 150 million DAUs every day, and deeply active users open Taobao 7.2 times a day.

Taobao Live Broadcast can also allow users to use fragmented time to browse, in addition to products, they will see a lot of different content, which can also enhance the stickiness of Taobao to users.

Reshaping the advertising model, the merchant reward model will be launched in the second half of the year.

Reporter: I want to know what impact will it have on the advertising model, including Internet celebrities, in the future, or what changes will there be?

Chen Lei: I just think that for advertisers, live broadcast is a good advertising channel. For example, if a brand has a budget of 1 million yuan, it used to invest in hard broadcasting companies of 4A companies or invite celebrities. Now it is used on the Taobao live broadcast platform and can find more than N live celebrities to broadcast or name names. This advertising effect is very good.

We have a platform called Alibaba V Task Platform, which is a task-matching platform for commercial advertisers and talents. In fact, today we have seen many advertising agreements reached between anchors and advertisers through V tasks, including the sale of brand owners 'products during the live broadcast process, including cooperation on oral broadcasts. So in terms of advertising, live broadcasting is a new advertising channel.

In the past 100 days, Taobao Live Broadcast has formed two relatively mature business models. The first one is the shopping guide's share, which means that people promote your products and then get commissions. In another way, many anchors have already reached advertising agreements with merchants through our V-Task platform. On the V-Task platform, there have been examples of nearly 3 million advertising revenue in 10 days.

In the second half of the year, we will launch online merchants to reward. Imagine how huge the advertising market for a million merchants is.

The show model is too impetuous. Future live broadcasts are PGC Times

Reporter: How do you think the Taobao live broadcast ecosystem is different from other live broadcast ecosystems?

Chen Lei: First of all, I think the show model is overheated and impetuous, and the entire market cannot accommodate so many platforms. Secondly, compared with live show broadcasts, Taobao live broadcasts develop in different ecosystems. Taobao live broadcasts are consumer live broadcasts supported by tens of millions of merchants. From the perspective of audience composition and consumer mentality, they have strong consumption attributes. The show model has a relatively low threshold.

In addition to interactive forms, we believe that the future of live broadcasts is already the PGC era. As the audience becomes increasingly mature, well-produced content will gradually become the mainstream of live broadcasts. Including our current discussions with Hunan Satellite TV, Zhejiang Satellite TV, and Huayi on the production of some columns, which are all professional PGC content. Audiences may find this kind of pgc content strange in show-type live broadcasts, but it will appear very natural in the all-powerful Taobao live broadcast.

Editor: yvette