Taobao Live Enriches its Ecosystem to Fuel Further Success for Partners
April 28 2021 - 4:09AM
Business Wire
Taobao Live announced today that it would supercharge its
ecosystem to yield further success for merchants, brands and KOLs
on the platform. It targets to support 2,000 livestream channels
and 200 partners in reaching an annual sales of RMB100 million
(US$15.4 million)1 each. Taobao Live will continue to invest in
technology upgrades, online and offline resources and physical
livestream centers to create value for partners and stay
competitive.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210428005413/en/
Taobao live streamer Wang Chunxiang who
lived in Heibei Province used Taobao Live to sell apparel and
engaged with consumers. (Photo: Business Wire)
Taobao Live achieved strong growth in user acquisition and
stickiness over the past year. For calendar year 2020, it saw 100%
year-on-year growth of its daily active users (DAU). As of 31
December 2020, the number of loyal users who watched livestream
sessions six times per day and placed an average of more than 10
orders per month increased by 150% compared with the start of 2020.
The average monthly spend of these loyal users is in excess of
RMB1,500 (US$230) monthly.
“Taobao Live delivered another solid year together with partners
across the network. We kept the momentum going through a dedication
towards driving unique value propositions for long-term engagement
and business opportunities for the ecosystem,” said Yu Feng,
Alibaba Group Vice President, who oversees Taobao’s content
e-commerce. “Looking ahead, we are committed to further investing
in and developing innovative technologies and services to better
support our partners.”
Due to the depth and breadth of its features, Taobao Live has
become an integral part of merchants’ day-to-day operations and
marketing strategies, with more than 60% of Taobao Live sessions
currently being broadcast from the official stores of brands and
sellers. For the 12 months ended March 31, 2021, more than 1,000
Taobao Live channels generated more than RMB100 million (US$15.4
million) in transactions. Among these, 55% were operated by
merchants on the platform. Taobao Live is a popular medium among
new brands to build new customer followings. Over 90% of new
brands2 have leveraged the tool to build up their presence.
Taobao Live maintained a strong momentum and generated over
RMB400 billion (US$ 61.6 billion) in GMV for the 12 months ended
December 31, 2020.
New Online and Offline Services for Brands and
Merchants
In the coming year, Taobao Live aims to upgrade its platform
tools and leverage cutting-edge technologies to enhance its
partners’ productivity and efficiency.
At its annual summit today, Taobao Live announced two new tools
for customer engagement and content marketing. A CRM tool will
better support sellers and KOLs to manage livestream content,
sales, products and fan engagement via store-level private domains
while a new open and centralized portal serves to efficiently
connect and match products, merchants and livestreamers for
business opportunities.
Taobao Live has also adopted DAMO Academy’s AI algorithms to
provide accurate recommendations to customers and has tapped the
academy’s AI-powered virtual livestream hosting technology to
enhance user engagement.
It is working with DAMO to develop an intelligent livestreaming
camera that will enable real-time feedback to anchors during
broadcasts to improve the livestream experience. The device
leverages DAMO’s multimodal algorithms, including speech, natural
language processing, and visual and hand gestures, so that
livestream hosts can interact with viewers more vividly. It also
presents real-time updates of livestream statistics, such as click
rates, sales numbers during promotions as well as the number of
“thumbs up” feedback from viewers.
To bring even more interesting content to consumers, Taobao Live
plans to invest in the resources needed to develop 300 physical
livestream centers this year. These centers will be equipped with
the workspace, livestream studios and equipment to facilitate small
and medium sized brands, merchants and KOLs to collaborate and
incubate ideas, as well as looking for a quick and easy access to
use livestream technology to promote their goods and services.
Inclusive Platform for the Livestream Commerce
Ecosystem
Taobao Live is an inclusive tool that can be easily used by
anyone. Livestream hosts only need a mobile phone and internet
access to start using this platform.
The platform has so far helped generate more than 1.7 million
jobs, and the number of livestreamers on Taobao Live continues to
grow every year, increasing by 661% from 2019 to 2020.
Taobao Live has also launched 102 training centers for farmers
in 23 provinces across China and has cultivated more than 10,000
new agricultural livestreamers. For the 12 months ended March 31,
2021, over 100,000 farmers carried out 2.52 million Taobao Live
sessions.
About Taobao Marketplace
Launched in 2003, Taobao Marketplace (www.taobao.com) provides
consumers from both large cities and less developed areas with an
engaging, personalized shopping experience, optimized by big-data
analytics and technology. Through highly relevant and engaging
content and real-time updates from merchants, consumers can learn
about products and new trends. They can also interact with each
other and their favorite merchants and key opinion leaders.
Merchants on Taobao Marketplace are primarily individuals and small
businesses. According to Analysys, Taobao Marketplace was China’s
leading mobile commerce destination with a large and growing social
community, in terms of GMV for the 12 months ended March 31, 2020.
Taobao Marketplace is a business of Alibaba Group.
1 All translations of RMB into US$ were made at RMB6.48 to
US$1.00, the exchange rate on April 27, 2021
2 “New brands” refers to brands that have been on Tmall for less
than three years
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210428005413/en/
Grace Shao +852 98572779 grace.shao@alibaba-inc.com
Claire Zhao +852 97278923 yanan.z@alibaba-inc.com
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