According to a report released by the China Cuisine Association, about 73% of companies chose to close all their offline stores in response to the outbreak. The spread of the virus has also taken a heavy toll on the restaurant industry. The phone officially went on sale during Xiaomi’s Tmall Super Brand Day becoming the top-selling smartphone on Tmall, leading to over 300 million RMB in sales Chefs broadcasting cooking tutorials in restaurant kitchens auto dealers showcasing the interiors of luxury cars.įor some brands, live streaming on Taobao has been helpful in driving sales of new products.įor example, the Chinese tech brand Xiaomi tapped into Taobao livestreaming services, among other channels, to broadcast the launch of its new flagship smartphone, the Mi 10, from its Beijing headquarters.Chinese farmers promote their fruits and vegetables.retailers promoting their furniture, clothes, cosmetics.chefs broadcasting cooking tutorials in restaurant kitchens.Users can watch all kinds of Taobao Live-specific content, for example, popular products are: Taobao Live accelerates the digitization of all retail sector & product categories Some of the most requested items came from traditionally offline sectors like cars, large appliances, and books. Taobao Live released an initial report on its activities in China in the last few months, which have aimed above all to support small traders and to allow those who have not yet done, to access the online sales sector.Ĭonsumers can now find more products than ever through Taobao livestream content. Screenshot of a Taobao live and Taobao live feed page This move was in line with Taobao’s effort to be an Inclusive Platform for all kinds of budgets. The result is that the number of subscribers to the platform has increased by 719% compared to the previous month, strong growth to say the least. In February of 2020, Taobao removed service fees for new merchants wanting to use its live features. Meanwhile, offline operating modes were interrupted by the coronavirus emergency, the integrated live tools offered companies a way to reach a large audience, given the over 800 million monthly active users who visit Alibaba’s e-commerce sites. Taobao live has been a “lifeline” during Covid19 Livestreaming offers a peek into that future and new possibilities” said Yuan, head of content operations at Taobao Live. “The future of shopping will be more dynamic, interactive, and driven by real-time feedback. Online video platforms & Livestreaming platforms are a flourishing sector that has become the mainstream when it comes to shopping online in China. In the meantime, the newly registered accounts have almost doubled.Īs of 2020, over 90% of brands on Tmall have broadcasted on Taobao Live at least once.
According to the latest Taobao Live data, the gross volume of goods generated by the platform has grown by 150% per year for three consecutive years.Īt the end of 2019, consumers had spent over 350,000 hours every day viewing content on the platform. It simply is the live streaming service integrated into the Taobao App, divided into categories of interest such as food, travel, lifestyle, etc. What is Taobao live?Ĭhina has dozen of live streaming services platforms, how does this one stand out? Taobao Marketplace Live Feature overview
In this post, we are introducing you to Taobao Live, its features, comes cases studies, and why it is a tool you want to consider for your marketing strategy in China. Therefore, if foreign companies want to remain competitive in the Chinese market they will have to adapt to these new tools. This continuous shift towards the online world of more and more sectors is expected to be the fastest-growing market trend in the near future. In 2020, the Covid 19 epidemic accelerated the mass adoption of live-streaming & eCommerce in China.
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