Taobao Live: Emphasis On Style, Net Red Guide Shopping Platform

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Marketing and sales can be perfectly integrated in the field of e-commerce, and we have seen the effect. "

Chen Yan, director of the live broadcast of Tmall, said in an interview that in the past, merchants did not know the actual advertising effect after the promotion of traditional marketing, but the combination of watching and buying and watching the buying mode on the spot allowed merchants to get the conversion data on the spot, especially for Tmall users, which explicitly came for shopping. The conversion rate even reached 10% to 20%, and the liquidity was significantly higher than that of other live platforms.

Live broadcast is very popular this year. The live broadcast of Tmall and the live broadcast of Taobao are catching up with the footsteps quickly. Integrating the live broadcast into "watching and buying", Tmall technology team even developed the technology of "watching and buying". When the consumers watch the video, the anchors will publish the merchandise randomly, and recommend the media, the introduction and evaluation of the products to the daring people, and the users can complete the process without interrupting the video.

Vehicle and payment process.

Businesses recommend products to users through live broadcast. Compared to hard and broad texts, such shopping experience is no longer an icy shelf or a single product recommendation, but a full-featured content product recommendation.

The biggest advantage of direct seeding is that it can gather powder, precipitate and interact quickly, conduct two marketing, and sell at the same time.

Fang Fang said that in the past, many brands planned several new product launches every year, but they could not drive sales very effectively, because offline marketing and online purchase were disjointed.

This is a problem that many brands will encounter.

But in Tmall live broadcast, you can achieve "watching and buying" to achieve instant interaction between online and offline.

"No interruption relay live broadcast, so that Taobao live broadcast is more powerful in marketing."

Yuan Yuan, a running expert who is responsible for Taobao's live broadcast, told reporters that in the past, Taobao's most popular red envelopes, coupons and other diverse functions will continue in the live broadcast. Now, the popular "reward" function of all live broadcast will also be added to the new version of Taobao live broadcast. Then the brand will achieve more cash in the way of cash realization, and it can create a more interesting and interactive set of realizable combinations.

Live broadcast of e-commerce is not difficult for Ali's live broadcasting platform, Taobao Mobile has nearly 1 billion levels of commodity library, average daily traffic of 100 million (in 2015, mobile Taobao became a dual 11 main battlefield, third party survey company QuestMobile data show that the day Taobao mobile phone DAU up to 180 million).

As long as there is good conversion technology, there is an opportunity to realize cash.

To this end, the Amoy platform is not only the construction of Taobao live, Tmall live two platforms, to help businesses live online "watching while buying", and planning large-scale live broadcast, such as sports events, concerts, new product launches, etc., so that businesses can easily catch up with hot events and activities to carry out marketing.

In addition, Taobao has started to cultivate live webcast, sign exclusive live models, provide them with the use of live broadcasting platform, and maintain external resources to form a flexible and organic "buy ecological chain while watching."

Among them, brand businesses are more concerned about how Taobao Tmall live can better help them to increase sales turnover. Will live broadcasting become a major weapon for their future marketing and what is the current development rhythm of panning?

Taobao live: emphasis on style, net red guide shopping platform

Taobao's live broadcast has been on the line for nearly two months, and the development has been pleasantly surprised.

Josh, who grew up in his sister's heap, has a natural love for cosmetics, but it eventually causes him to come to contact with beauty. He is very sick of others.

In the process of curing smallpox, he found the joy of cosmetics; and because of cosmetics, he accumulated the first pot of gold in life.

He wrote the experience of lecturers and cosmetics during the sales season, all written in the professional beauty forum, and accumulated a large number of fans.

At the end of last year, he became a Taobao man. In a very occasional chance, he tried Taobao live broadcast.

In a live broadcast of 3 hours a day, 5 days a week, Josh has been addressing questions, even though some people doubt that the product he introduced is not working well, he will not only be angry, but will also tell nice very much about the reasons for the formation of dark circles, and the corresponding ways to use them.

"The users on Taobao are basically beginners, and they have blind spots in the cognition of cosmetics, so we need to be more patient to introduce them."

He opened the Taobao shop on the side of the live broadcast, only a month and a half, and he made the shop a drill grade.

Chen Miao, who was born in the 97 year, was regarded as a "anchour" anchor. She contacted the live broadcast because she participated in the school flower contest held by Taobao.

At the beginning of the live broadcast, she spoke to her cell phone every day, causing her family to once think she was crazy.

"I belong to that kind of person to go crazy."

In the live broadcast, apart from telling about daily life, she will also share the experience of beauty.

It has been suggested that she should follow the funny line, because there are too many people to make live beauty and live in the market, so it is difficult for her to be competitive.

"I don't want to do anything else, but I can't make money."

When asked about her future live broadcast plan, her answer was to go one step at a time without thinking about it.

Chen Miao, who is catching up with the live wave, is lucky to rely on two hours of live broadcast every day, entering five digits.

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Wu Ruofan beauty makeup course

Wu Ruofan, who was born in Amoy girl, sold hundreds of facial mask in a live broadcast. But most of the time, she was basically making live make-up.

She said that during her live broadcast, she would make some unusual makeup in her life, such as makeup and dinner makeup in India, and humming when she was happy.

Faced with some doubts, she would not mind.

She has been independent since she was 18 years old. She has learned how to control her emotions.

During the entire interview process, her Wangwang has been ringing.

She said she would be responsible for customer service besides being the anchor and the naughty girl.

In fact, half an hour's interview is basically a question and answer. Wu Ruofan is not as talkative as Chen Miao. The whole feeling is quite cold.

When asked why live broadcast, she said, "not very live, but I can still be the anchor."

Fortunately, whether Josh, Chen Miao or Wu Ruofan, there are more daring anchors to make beauty makeup live.

For this phenomenon, insiders analyzed that the attraction of mobile video live form to shopping mainly lies in the construction of scene consumption.

Live broadcast facilitates the establishment of a continuous scene of "watching" and "buying", which is conducive to the formation of consumption impulses.

It is attractive and sticky for users to make make-up teaching and popularizing by red men or professionals.

It can be said that beauty marketing and live broadcast have a natural consistency.

In China, the mobile cosmetic industry has a solid market base. According to the data released by the third party investigative firm, Ai Rui, in 2015, the scale of China's cosmetics retail trade was 405 billion 230 million, and by 2018, this scale will exceed 800 billion, with an average compound annual growth rate of 20.6%.

Another reason for Taobao's live streaming from beauty makeup to live broadcasting is that Taobao's live broadcast is extended from the video business. When making videos, it is mainly for beauty makeup and matching.

At present, Taobao live, which is positioned as "live broadcast of consumption", is more comprehensive in content, involving mother and baby, playing and singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing, singing

So, on Taobao live, there are not only net red shopkeepers interacting with fans, introduction of clothing collocation, but also fitness experts Chen Nuanyang live broadcast fitness skills, more music talent, painting people live music and calligraphy and painting teaching through live broadcast......

"What we want to do is the shopping guide platform for e-commerce entertainment, which is guided by shopping guide to increase the live broadcast of live entertainment."

Jane said.

Fitness man Chen Nuanyang Taobao live

Tmall live: brand marketing, new position of gathering powder

"This program is actually designed by careful preheating and diversion."

Li Yukun, a Tmall live broadcast operation expert, told reporters that when the platform is being broadcast live for the brand, it will choose the anchor anchor for its selection, which hosts its fans.

And when the brand is doing live broadcast, it needs to carefully select and attract consumers' goods, and the intensity of the discount is not only large, but also rich in style. The important thing is that these discounts are not available on weekdays.

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Tmall live director Chen Yan (flower name Fang Fei)

Such as "limited time discount", "limited time special offer", "interest free installment payment in December" and other concessions, while helping direct seeding attract traffic, it is still developing consumers' shopping habits "watching and buying".

For many consumers, "watching and buying" is just a concept of shopping. They will leave messages while watching live broadcast. "The screen is too small to see clearly the products introduced by the anchor", "want to buy, but how to join the shopping cart"...

These unprecedented concessions will force consumers to add their favorite products to the shopping cart in the shortest time.

Of course, Tmall is well versed in the entanglement mentality of Internet users, so its policy is only hoping that you can put the merchandise into the shopping cart at the time of watching the live broadcast, and do not have to buy it.

If consumers add a shopping cart after the end of the live broadcast, they will not enjoy any preferential policies.

This is very stimulating to consumers, and is very effective in developing shopping habits while watching.

The goddess Liu Yan was less than 5 minutes in live broadcast, and more than 10 thousand people poured into the studio. Wu Chun, the dads, sold 3200 singlets in 1 hours of live broadcast, and 2 hours in the new live broadcast of Zhang Da Yi, achieving 20 million turnover.

If there is no net red or star, what do businesses want to do live broadcast? On the day of the 618 Tmall fans carnival, Tmall APP joined the brand side, experimented with a cost less live marketing mode -- the industry's small two united brand directly into the battle.

Tmall Electric City Co branded Fang launched a live broadcast of Tmall's live broadcast on the screen. "Our family's bracelet is playing half off", "the users who buy our products are sent to the cool members of the year", the businesses next to them are struggling to explain the products, and constantly update the discount information. As a result, the group of temporary electrical appliances of the temporary group attracted more than 1 million 200 thousand people's viewing in the 3 hours live broadcast, and more than 20 thousand of the consumers participated in interaction and brand questions and answers during the live broadcast.

If Ma Dong's "mobile advertising machine" is very popular in "fantastic works", the dynamic details page created by Tmall will also be effective in the live broadcast.

"Live broadcast for some products that need to be explained at ordinary times, the effect is obvious."

Ge TSE said that it is difficult to understand the information of certain products only by looking at the pictures. But through the live broadcast, consumers can feel its efficacy intuitively, such as C's sixpad, which has increased 248% by the three commodity purchase rates of live broadcast.

Tmall live in helping brand marketing and sales in the field of electronic commerce to achieve the perfect combination, there is another feature is that the live broadcast can help the brand quickly gather powder, put all the same hobby crowd in a community.

"Let the brand from gathering popularity to crowd precipitation, to the two operation, the two pformation, is completed on Tmall side."

Fang Fei said that there will be two ways for Tmall to live in the future. One is to share the background of Tmall live broadcast, the other is to upload content.

In addition, in order to maximize user traffic, Tmall's live broadcast will also synchronize its brand live live page to various platforms, helping brands and media to achieve one-stop live webpage delivery.

At the same time, the live broadcast of Tmall also provides a one-stop live broadcast program such as live broadcast to demand broadcast. The brand side is connected to the whole network, and the live webpage can be synchronized to all external channels for brand promotion.

In terms of technology, Tmall already has a perfect live technology solution. It can automatically pmit live video signals on the market such as mobile phone live broadcast, unmanned aerial vehicle and live broadcast. It can automate video collection, processing and distribution.

In the future, Tmall will share the live backstage links to the brand seller and the media, and this is the only live broadcast platform currently available to businesses and media to serve brand activities.

At that time, businesses and media can achieve brand marketing interaction in the live broadcast, such as brand customization, online interaction with online users, watching and buying, barrage, secret red packets, lucky draw, shake, live broadcast and red man live broadcast synchronization, media, multi angle, live broadcast and so on.

Tmall live will sort these live content and push them to users through personalized recommendation.

In Tmall APP's independent live channel, seamless sales of brand businesses can be achieved, while buying and selling.

If it is a large-scale live broadcast, Tmall can combine live pepper, Ying Ke, Mei pat and other platforms to achieve multi platform live broadcast, and each live broadcast platform will broadcast the scene from different angles.

Different perspectives, different real-time pictures and different audiences mean that the live broadcast on every APP platform will not be repeated. The whole activity has more social attributes, and the selling purpose will be weakened and more conducive to communication.

Gradually, Taobao's live broadcast, which emphasizes individuality and self style, emphasizes entertainment and shopping guide, has become the gathering place of net red, stars and grass roots. In fact, Tmall's live broadcast, which emphasizes brand marketing and empowerment businesses, is on the right track in the field of "watching and buying".

A few months later, at the double 11 Shopping Festival in 2016, whether the live broadcast could bring new surprises to our shopping experience, whether we could achieve a unified marketing for merchants and brands, and the pformation of sales to a straight line is worth looking forward to.