Recently, Taobao established a live streaming e-commerce management company to provide "nanny style" full custody operation services for "novice anchors" and celebrities, KOLs, and MCN institutions who are interested in joining Taobao for broadcasting. It is revealed that the company is operated by the Taotian Live Operations team and does not aim for profit. Instead, it is mainly driven by incubating new anchors and adopts a flexible cooperation model of guaranteed or profit sharing with anchors.