Taobao launched the function of selling goods live. The first online celebrity who grew up from Taobao live broadcast was the heroine of a hot event some time ago this year: Zhang Dayi. Therefore, from the development history, Taobao live broadcast can be regarded as the originator of live broadcast with goods.
Before 20 19, Tik Tok was a serious content platform. It was not until the appearance of Li Jiaqi, the first brother of lipstick, that all talents discovered the business opportunities and poured into Tik Tok live broadcast one after another, and began to enter a crazy state.
Taobao live broadcast is limited to product sales. The broadcasters are all shopkeepers of Taobao, and the participants are sellers and buyers in Taobao's own ecology. They have no ability to expand outward, so they have been tepid and have not developed very fast.
In 2020, the live broadcast industry will directly enter the delivery mode from the entertainment mode. In Tik Tok, the live broadcast function used to cost a lot of money, but now the newly registered account has opened the live broadcast function at the same time, and there is no threshold limit, attracting more people to rush in and grab this live broadcast feast together. As for how much they can rob, it is "eight immortals crossing the sea, each showing his magical powers."
Taobao is the originator of live broadcast with goods. In addition to having a large number of anchors with goods, it also has the most powerful supply chain, which is an advantage that no live broadcast platform has, and it is basically impossible to catch up.
Tmall Taobao provides the product source, Taobao Live provides the realization platform, Ali Mom and Taobao are responsible for the back-end landing, and the entire industrial chain is completed in Taobao, which does not need any external resources to solve the live broadcast selection and promotion for anchors and MCN institutions. Landing, one after another, these jobs that I am not good at.
The disadvantages of Taobao live broadcast are insufficient entertainment, unattractive to marginal users, no super diversion advantage, too strong e-commerce gene and too weak entertainment gene, but it also ensures the high accuracy of traffic.
Tik Tok itself is a short video platform. After using short video live broadcast to realize a large number of network celebrities and gather a large number of high-viscosity users, up to now, Tik Tok has more than 500 million monthly active users, among which users aged 24-30 account for more than 40%, which is the most purchasing power group.
With a huge user base, Tik Tok began to guide online celebrities to implant products in the live broadcast, which can not only solve the liquidity of online celebrities, but also stimulate fans' desire to pay for online celebrities, and also bring a steady stream of cash flow to the platform to ensure its healthy operation.
Tik Tok's unique recommendation algorithm has a strong ability to create gods, which can support the heads of online celebrities with a lot of traffic. For example, Luo Yonghao's premiere show, Tik Tok brought him hundreds of millions of traffic. This Taobao can't do it, and the different underlying algorithms determine the differences in business operation methods.
However, Tik Tok does not have its own supply chain, so online celebrities have no ability to control live broadcast products. Even if you have visited the factory on the spot, you will often make a comeback during the transaction. The direct result is that the return rate is super high, reaching more than 30%.