On the evening of October 24, Tmall’s “Double 11” pre-sale was launched, and the Taobao live broadcast room was very lively.
The reporter learned from Taobao Live on October 25, within 4 hours of the night when the pre-sale was launched, Taobao Live produced 130 live broadcast rooms with pre-sale amounts exceeding 10 million yuan.
Luo Yonghao, who had previously “retired” and started his own business, also appeared in the Taobao live broadcast room and completed his debut on the new platform, which received 26.628 million views that night.
Luo Yonghao Taobao’s first live broadcast
At around 6 pm on October 24th, Luo Yonghao appeared in the Taobao live broadcast room and sold a box of 9.9 yuan.Coca Cola1 yuanthree squirrelsSmall biscuits and 3 bottles of craft beer for 1 yuan opened its “Double 11” live broadcast debut on the Taobao live broadcast platform. Two hours later, Luo Yonghao’s live broadcast room exceeded 10 million viewers.
Previously, Luo Yonghao only did live broadcasts on Douyin. His first live show on Douyin on the night of April 1, 2020 garnered a total of 48 million viewers and sales of over 110 million yuan.
In the middle of June this year, Luo Yonghao announced his “retirement” and devoted more energy to start his own business in the AR field.On October 20 this year, the official “Make a friend”WeiboAnd Luo Yonghao himself announced that he would make his first Taobao live broadcast on Tmall’s “Double 11” pre-sale day – October 24 at 8 pm, and said, “The needs of the ‘Double 11’ men should be taken care of.”
Luo Yonghao’s differentiation in product selection complements other anchors on the Taobao platform. On the evening of October 24, the product categories of Luo Yonghao’s live broadcast room mainly include digital home appliances, sports shoes and clothing, alcohol and beverages, etc., as well as individual skin care and beauty brands.
Luo Yonghao currently has 2.534 million followers on Taobao Live. According to the Taobao live broadcast preview, Luo Yonghao will also hold a number of live broadcast activities with his friends in the sequel.
Luo Yonghao’s schedule on Taobao Live
Photo from Taobao LiveWeibo
Taobao Live promotes the diversification of anchors
A “Double 11” war situation begins
Not only was Luo Yonghao introduced, but this year’s “Double 11”, Taobao Live also pulled inNew OrientalFounder Yu Minhong, Yaowang Technology’s leading live broadcast agency, etc.
According to reports, on the night of October 31, Yu Minhong will appear “New OrientalXunchengteachingFranchise Shop” Taobao Living Room.New Orientalhe said, do it on TaobaoteachingLive streaming is a long-term plan with clear goals.
The reporter learned from Yaowang Technology that on October 24, the official live broadcast room “Yaowang Dream Station” of Yaowang Technology Platform Taobao officially opened its Taobao live broadcast debut. In addition to the resident amateur anchors, Cecilia Cheung, Jiang Chao, Medina and other Yaowang co-stars, and also appear as “flying guests” to recommend products to users. The spot turnover of the entire live broadcast exceeded 22 million yuan, and the number of fans exceeded 1.5 million. It was one of the first live broadcast rooms to exceed 10 million viewers that night. Fang Jian, president of Yuanwang Technology, said in a media interview that after joining Taobao Live, the company has completed the global plan, and hopes to achieve the “troika” of Taobao, Douyin and Kuaishou in the future.
In response to a number of new anchors and live broadcasting organizations that have joined recently,AlibabaChui Xue, President of Tmall’s Taobao Industry Development and Operation Center, said at Tmall’s “Double 11” launch on October 24 that Taobao Live focuses on the live broadcast of content that helps users make decisions, rather than entertainment content. “What the live broadcast needs to do is use decision-making content. The 1 billion users of the platform are very simple, that is, to buy things. This will attract business traders instead of entertainment anchors.”
Fubuki said that the anchor group of Taobao Live is very stable, and there is a lot of room for the development of anchors for selling in Taobao, including the anchors in the middle, which have also developed rapidly in recent months.
On October 25, Taobao Live director Dao Fang said that since the beginning of this year, Taobao Live has built a live broadcast venue with content as the core.
On the evening of October 24th, within 4 hours after the opening of Tmall’s “Double 11” pre-sale, Taobao Live press anchors and new anchors achieved explosive growth, and the pre-sale guide amount achieved a year-on-year growth of 365 % and 684% respectively. At the same time, live broadcast organizations’ pre-sales lead volume increased by 165% year-on-year.
Taobao Live introduced that the platform has spared no effort since last year to support middle anchors and new anchors It has launched four policies in a row, including the New Pilot Program, Pioneer Alliance, the New New Coffee Program, and the Program New Pilot. Yuanli program. The goal is to support 2,000 account transactions. The annual turnover of 5,000 store broadcasters exceeds 10 million yuan, and 100 content accounts with more than a million fans are cultivated.
Data shows that from May to September this year, the monthly turnover (GMV) of middle anchors has maintained year-on-year growth of more than 50%.
Live streaming is basically the anchors that help users achieve more favorable pricing with their personal influence. In addition to the live broadcast channels, major e-commerce platforms have increased discounts in this year’s “Double 11” promotional activities.
On October 24th, at Tmall’s “Double 11” conference, Dai Shan, president of Ali’s domestic digital business sector, said that “this year’s investment is unprecedented”, Tmall will have 17 million types of products collectively discounted, and the whole shop Be full every time. 300 minus 50″, 88VIP members will receive another 820 yuan coupon.
that day,JD.comAn initial meeting was also held to launch “50 discounts for every purchase of 299” across stores and “100 discounts for every purchase of 1,000”, and more than 500 million products can enjoy 30-day long-term price guarantee services.JD.comGroup Vice President,JD.comLin Chen, head of the retail platform business center, said that JD.com’s investment in full contact services during this year’s “Double 11” period is expected to increase by more than 50% compared to last year.
(Article source: Chinaguaranteesnewspaper)
