In fact, live e-commerce has become popular over the years, and it is no surprise. With the rise of short videos, live e-commerce has become a very large-scale sales channel, and watching live streaming and buying things has become a habit for Internet users.
At the Taobao Live Ceremony on September 1, Cheng Daofang, general manager of Taobao Live business group, proposed that Taobao Live will usher in the new 2.0 content era. This is also the first time that content has been disclosed to the public since Taobao Tmall integration and shifting from transaction to consumption : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Implementation path.
After watching the 2022 Taobao Live Ceremony, you will find that Taobao Live's positioning is very clear: it is the main strategic position of Taobao content, and the advantages of information transmission and matching efficiency based on live broadcasts improve the efficiency of Alibaba major e-commerce ecosystem. Taobao Live also put forward a brand new content value proposition: that is, professional and interesting people will take you to buy.
Taobao live broadcast, change is imminent; in the era of Taobao 2.0, I want to understand users more. As a "bearer", Taobao must shift from focusing on efficiency to focusing on users, and people are a more core factor.
First of all, today's consumers are more demanding and cautious. In an environment full of uncertainty, they pay more attention to the consumption decision-making process before transactions, and the grass planting and purchasing strategies related to goods are more needed; at the same time, Knowledgeable and entertaining content has a stronger attraction to them.
Therefore, at the human level, Taobao Live vigorously introduces content anchors outside the site through various activities and plans, and supports anchors with strong content attributes or specialty categories. At the traffic level, Taobao Live has added algorithmic indicators for content direction and a special traffic pool, providing content anchors with a deterministic growth path. Next, Taobao live streaming will also run through the entire public domain, helping merchants reach users to the greatest extent in the entire user consumption traffic, bringing business growth.
Furthermore, consumers' needs are more diverse and professional. Some products need to be matched with high-quality services, some products need to meet emotional demands, and some products need popular science operation guides, which means consumption decisions The content should be rich enough.
Taobao Live's independent APP Diantao will also output corresponding content based on consumer hotspots and combine it with merchants' products, short videos, and live broadcasts. For example, camping strategies designed for camping scenes, including four: outfits, food, good things, and strategies. The section includes both camping science and sharing of good things and outfits.
Overall, the path of Taobao live streaming content is a "two-wheel drive" from content planting to transaction explosion. The purpose is to increase the frequency and duration of users, increase activity and stickiness, and ultimately achieve a new round of Sales volume growth and explosion. Focusing on consumer experience, the entire Taobao is rushing toward ecological migration to content. The purpose is actually very clear and simple - it is to understand users better.
For Taobao, this time, the consumer-centric digital transformation, taking live broadcast as the entry point, starting from the content field, is the first step in exploration. In the past, relying on supply advantages and shopping minds, the role of "people look for goods" was fully utilized, mainly carrying the transaction links of merchants. But today the combination of consumption and content planting and lifestyle is becoming increasingly close, and consumer demand is becoming increasingly diversified, fragmented and professional.
E-commerce competition is far from the end. Alibaba has more to do in how to go through the next journey with 1 billion consumers. The integrated Taobao and Tmall will take the new content era of Taobao Live 2.0 as a starting point to explore more unified and firmer content strategies, further strengthen its own grass planting ability and traffic creation ability, and allow live broadcasts, short videos and other content forms. , and the creators and special merchants behind it, reaching all key links of the consumer decision-making link from R&D, grass planting, marketing to transactions, and member operation, becoming a true all-around consumption platform.
