Celebrities + TV stations, Taobao Live plays the nostalgic card
For example, the background of the live broadcast room is Shikumen "in the tomato". The anchors Mao Mengda and Wang Yaoqing are teaching the Shanghai nursery rhyme "Selling Sugar Porridge" and telling Shanghai stories on the spot. In addition, they also invited guests from Dragon TV's "My Style My Show" Popular artists such as Yuan Chengjie and Zhu Jie; the product selection is mainly based on old Shanghai domestic brands such as White Rabbit, Xinghualou, Fenghua, and Guangming.
Official data shows that during the 13-hour live broadcast, more than 10 million people watched the live broadcast. Sales on the day reached 10.7 million, with an increase of 300,000 fans in the first show; of which Shanghai Sulfur Soap sold 100,000 yuan, Dabai 30,000 rabbit milk candies were sold, and nearly 5,000 bottles of Liushen toilet water were sold.
The model of celebrities + goods + emotions is hard not to remind people of TVB, which also launched live broadcasts on Taobao.
TVB, which launched its first live broadcast on Taobao in March this year, has always emphasized Hong Kong drama-style live broadcasts. So far, it has carried out a series of Hong Kong drama-themed TV series such as "Heartstorm", "Up to the Sky", "Multifunctional Wife" and "Forensic Pioneer". Hong Kong Exclusive. The live broadcast room is also full of Hong Kong flavor, from the anchor to the Cantonese delivery and the goods.
For example, in the live broadcast with the theme of "Up to the Sky", actors Ma Guoming, Chen Minzhi and Chen Ziyao from the show were invited to serve as anchors. The background of the live broadcast room restored the cabin shooting scene in the show. Chen Minzhi and Yoyo first introduced the product in Cantonese, and then used Mandarin is supplemented; the products include some Hong Kong-style milk tea, Jenny Bear cookies and other products with Hong Kong characteristics.
As TVB's live broadcast on Taobao becomes more and more comfortable, its performance is also rising.
On June 1, TVB's official public account announced that the ninth live broadcast of "TVB Knows Goods" held on Taobao on May 31, the total sales exceeded 100 million yuan, and the cumulative number of viewers was nearly 10 million, setting a record for TVB on Taobao. A new record since the live broadcast.
It is understood that the live broadcast of "TVB Knows Goods" on the evening of May 31 was themed "Miss Hong Kong" and invited Li Nuoyi, Chen Ziyao, Tang Luowen, Gao Haining, Zhu Chenli and He Yiting to participate in the e-commerce live broadcast, which lasted for 9 hours. .
Immediately afterwards, TVB's stock price also rose again. When the market opened on June 2, TVB's stock price once soared 50.31%, and was quoted at
Coincidentally, another Hong Kong TV station, Asia Television, also recently announced that it will enter the e-commerce live broadcast business on June 6, 2023. The official said that it will use its own brand influence and celebrity resources to cooperate with major platforms such as Douyin. This move seems to the outside world to be imitating TVB live broadcast.
Although Asia Television’s official account on Douyin has not yet officially started broadcasting, it does not affect its popularity with capital. Affected by this news, on June 7, Asia Television Holdings opened sharply higher by nearly 14%, reporting at HK$0.082, with a total market value of HK$900 million.
Content transformation of Taobao Live
Whether it is TVB's Hong Kong drama-style live broadcast or Dragon TV's Shanghai-style live broadcast, behind the frequent use of sentimental cards is Taobao's urgent transformation of live broadcasts into content-based ones.
Since Wei Ya and Xue Li left the show one after another, and Li Jiaqi stopped broadcasting, Taobao Live, which was already lacking in traffic, has suffered a lot of damage.
According to Cass Data, based on the experience of other platforms, if top anchors like Wei Ya and Li Jiaqi stop broadcasting, the traffic generated by these top anchors is expected to be dispersed to other live broadcast rooms, thus presenting a scene of "a hundred schools of thought contending". However, the reality is not like this. In the days without Wei Ya and Li Jiaqi, their fans did not enter other live broadcast rooms on Diantao (including celebrity live broadcast rooms), but were diverted to off-site platforms.
Taobao is not sitting still. In order to solve the traffic problem, in September last year, at the Taobao Live Ceremony, Taobao Live announced that it had entered a "new content era." Cheng Daofang, general manager of Taobao's live broadcast business group, explained, "Many people used to have the impression of e-commerce live broadcasts as 'hawking'. We have clearly defined the new value proposition of Taobao's content, which is 'professional and interesting people will guide you to buy'."
The logic behind Taobao Live's content transformation is that "Taobao Live is essentially an e-commerce company. The logic of e-commerce is not to generate traffic but to consume it. Once it is consumed, there must be a source of traffic." For the platform, good content can provide A steady stream of traffic is evident from the rapid rise of Douyin e-commerce, which relies on the huge traffic pool of short videos.
Under this decision, Taobao e-commerce made adjustments on the platform side. One is to change the platform traffic allocation mechanism from "transaction" to "transaction + content" dual indicators, clarifying a new path from "content planting to transaction explosion". Live broadcast rooms with good content and high conversion rates will receive more public traffic.
The other is to realize the connection of all fields to the public domain, and officially connect live broadcast with first guess, shopping, search, good goods, and order shopping. This will not only expand the traffic of the platform, but also help merchants and brands reach more consumers.
Taobao Live’s efforts in content are also reflected in the competition for anchors with personal characteristics from other platforms.
A representative example is that last year's Double 11, Luo Yonghao and Yu Minhong led the team to Taobao, and "Make a Friend" and "Oriental Selection" both completed their live broadcast debuts on Douyin and gradually became the live broadcast benchmark on the Douyin platform. In addition, Douyin anchors Yili Xiaoshazi, Cheng Shian, Nian Gao Mama, etc. also chose to participate in Taobao live broadcast.
Not only that, this year, Taobao has launched fancy live broadcasts. In addition to introducing TVB's "Hong Kong drama-style live broadcast" and Dragon TV's "Shanghai-style live broadcast", there are also weird sayings such as "open bar live broadcast" and hip-hop "battle style delivery". ”, The Voice of China’s “concert style delivery”, etc.
