What are the characteristics of Longmiao Technology Taobao Live Broadcasting?

The positioning of Taobao live broadcast is "consumer live broadcast", which should be interesting, knowledgeable and useful. This year we will add five words to the front-"through big data". We hope to connect the live broadcast with Taobao's whole big data this year.

At the same time, Taobao Live and Tmall Live will be unified into a matrix this year, making it an "Internet TV station" around consumer goods. You will see more TV platforms and TV-related institutions, and we will strengthen the program list. We will continue to provide live broadcast services for Red Man Live, Talent Live, Overseas Live, Featured Content IP, Featured Sellers and Brand Sellers. In particular, it will strengthen the enthusiasm of featured sellers and brand sellers to do live broadcasts.

First, how to upgrade the crowd?

Do horizontal live broadcast, from intermittent live broadcast to full-time live broadcast that can cover 24 hours. In addition to time coverage, content coverage has also expanded from UGC to PGC, and now there are more than 120 institutions.

First of all, most of our users are young women, but we lack live content to serve high-end users. We believe that the next blue ocean is a live broadcast for middle and high-end consumers. Secondly, male users were ignored last year, and this year I hope to increase live programs suitable for men to watch.

Second, how to upgrade the content?

It is divided into two parts: First, for the UGC anchor, gradually transition to PUGC, that is, professional UGC, and continue to strengthen personalization, theme and strong interaction. Everyone needs to work hard from the perspective of scripting, IP and strong interaction. The platform will also support high-quality PGC, do theme aggregation and scene distribution of content, and cooperate with high-quality PUGC.

PGC is characterized by specialization and timeliness. Compared with TV programs, it is interactive. Our goal this year is to focus on creating 100 high-quality PGC projects. For these high-quality PGCs, our official will provide support in three dimensions:

The first support point is to customize the live broadcast room for these PGC columns, open personalized props and decorate the live broadcast room;

The second support point provides exclusive dispatching promotion;

Third, we will hold regular targeted investment talks with Taobao industry to help this 100 high-quality PGC from three dimensions: program production, traffic promotion and overall commercialization promotion.

In addition, it is necessary to extend from selling goods to selling services. Health, education, emotions, constellations and other live broadcasts have consumption attributes and do not need logistics distribution. Live broadcast is a very good tool for this service.

Earlier, I mentioned "connecting big data". This year, we will strengthen the anchor files, make fan portraits for every Taobao anchor and institutional fan, and distribute more matrices through the accuracy of the portraits, the quality of the anchors and the quality of the content.

Third, how to upgrade the traffic?

At the beginning of Taobao live broadcast, the channel traffic determined the anchor traffic. Now, many head anchors have the ability to operate their own traffic, so there are three points in the overall traffic upgrade and fan operation of 20 17.

First, for our own traffic, we will first develop tools such as fan groups to help anchors and businesses maintain their fans. Secondly, the traffic in news and micro-Amoy is your own private domain traffic. Finally, I hope you can go outside to find accurate off-site traffic and private domain settlement. When your own traffic continues to strengthen, we will emerge high-quality content.

Second, your fan portrait determines what kind of live broadcast the platform will push. So the platform will do two things. The first is how to capture, discover and emerge high-quality content as soon as possible. The second is whether accurate portraits and accurate IP live broadcasts can reach more accurate people.

Third, external traffic matrices such as Youku and Weibo will be opened on a larger level this year. For anchors and PGC columns, the distribution matrix of their contents can be increased to a greater extent.

Fourth, how to upgrade the gameplay?

First of all, we must build a best-used e-commerce live broadcast tool. We did a lot of things in the field of live broadcast last year. In addition to the beauty function, others are constantly strengthening the functions of e-commerce consumption. In the future, for the anchor, we will consider an APP specifically for the anchor and PGC, similar to the driver version of Didi. At the same time, the background will continue to strengthen the editing and content delivery capabilities in cloud guide stations, data markets and videos.

Second, the upgrade of content structure. Now many live broadcasts will slice short videos when introducing products. The combination of live broadcast and short video is very close. Theoretically, a good live broadcast should include pre-live broadcast, interaction in live broadcast and post-live broadcast, and short video is very suitable for pre-live broadcast and post-live broadcast. This year, I hope to make better use of the content slice of short video in the content structure. Short videos also naturally have the property of buying while watching, so the most important part of the content structure upgrade is that we will do live broadcast and short video linkage.

I believe that many anchors have enjoyed something similar to black technology now, and we will also have a lot of anchor gesture recognition in the live broadcast room. In the past, there were often anchors who said "Please click on the top left corner to follow me" and "Please click on the shopping bag in the bottom left corner to see the number of babies", and the live broadcast was constantly interrupted. Gesture recognition can make the whole live script, purchase process and interaction with fans smoother. Therefore, this year, the platform will continue to exert its strength in the dimensions of overall gesture recognition, speech recognition and data recognition.

Third, we are about to launch VR live broadcast. The live broadcast itself is a product with a strong sense of bringing in and interactivity, and the VR live broadcast has a stronger sense of bringing in. It is conceivable that if the VR live broadcast is large-scale, the freshness and fashion sense of many clothing categories will be very realistic and the overall perception rate will be very high.

Fifth, how to upgrade the business?

The first point is the upgrade of CPS. If Taobao has exclusive commission for live broadcast, we will continue to focus on the commercial realization of this part and strengthen the overall CPS part.

The second point is the strengthening of the V mission. This year, we have seen many trends, including that brands will find various PGC institutions and anchors to broadcast live. In the future, we can do better in the dimensions of overall business realization and V task realization.

The third point is the upgrading of commodity warehouse and supply chain. In the process of starting or operating the live broadcast ecology, the anchor has its own supply chain for the acquisition of live broadcast products, and we hope to provide more standardized services this year. We will continue to integrate various resources within the group, including suppliers of 1688, to help the anchor upgrade.

Around the three points of commercialization, I want to say the core point. We hope that the anchor will focus on quality and other distractions every time he broadcasts. The platform will gradually strengthen those functions and better serve everyone.

Recommended reading: How to do Taobao live broadcast? What are the characteristics?