At the Taobao Live Ceremony held on September 1, the "New Content Era" of Taobao Live 2.0 was officially released, and it disclosed for the first time that the transformation direction and implementation path of Taobao e-commerce content is based on live streaming as the core field. The large number of strategic adjustment plans released all show that, in fact, within the Taobao system, a high degree of consensus has been reached on the transformation of the live broadcast ecosystem and tending to be "content" direction.
Clear Taobao live broadcast content, which is essentially the implementation of the "from transaction to consumption" strategy proposed after the establishment of Alibaba China Digital Business Section (CDC) in January this year and the integration of Taobao Tmall , and it is also a strategic shift. key node.
. As the optimal solution for the current combination of content and consumption, Taobao Live has been elevated to a more important level by the Taobao system to serve its overall strategic shift, which has become a natural thing. At this year's live broadcast ceremony, Taobao Live proposed a new content value proposition, namely "professional and interesting people will take you to buy", redefining the connotation of Taobao Live.
Friends who follow e-commerce may know that half a month ago, Taobao Live held a "New Anchor Competition". Zhu Yi, an IP blogger with tens of millions of fans and constant rumor, was a teacher P who attracted fans with professional practical information. Perry and other players are all impressive. The competition standards are fun and professional, and those who stand out in the live broadcast are also typical content players.
At the same time, a group of content experts with IP appeal are also on the way, such as the artist " Xiao Shenlong " who once brought goods on Kuaishou, Douyin short video expert "Yili Xiaoshazi", Weibo Maternal and infant blogger "Niancai Mama", etc. With these characters buying IPs, consumers seem to be more decisive and more confident in the goods they choose.
It can be seen from this that Taobao Live is creating a new anchor growth path with distinctive characters, rich content and differentiated scenes. In the future, many supernova anchors will appear one after another. This is also the change in the form and strategy adjustment of Taobao live broadcasts. The inevitable result.
However, the future contentization of Taobao is not just to simply shoot short videos, do live broadcasts, and give some traffic subsidies, but to truly and deeply change the underlying logic and traffic algorithm of the entire Taobao platform, making it precious The transaction traffic-oriented content gives the greatest encouragement to the creation and output of excellent content. In a sense, this is a kind of sublimation.
For content anchors who have just stepped on Taobao, they will inevitably face problems such as traffic operation, supply chain integration, and user mental cultivation, which requires the platform's "escort". To this end, Taobao Live also released four support policies for experts, anchors, and industrial belt merchants in different echelons, including the new navigation plan, the light-grabber alliance, the super new cafe plan, and the source plan. Excellent content Entrepreneurs who enter Taobao will receive all-round support such as industry binding, commission incentives, and exclusive traffic.
I have to say that this will be the best era for content creators and the best era for merchants to transform. Maybe in recent years, many merchants will sigh: "Taobao live broadcast is really difficult to do!" However, after this Taobao strategic adjustment and the content path is clarified, in the future Taobao live broadcast, it will be strengthened. Content, optimize consumption decisions, build consumption trust, improve consumption experience, achieve full-link coverage and services from planting grass to consumption, retain existing users and revitalize the traffic within the domain, thus creating a definite growth curve for merchants and becoming merchants The main battlefield for long-term and comprehensive business. In the future, consumer consumption will also be warm and emotionally connected, rather than cold and blind.
