On February 20th, a reporter from New Beijing News and Shell Finance learned from Taobao that Taobao has established a live streaming e-commerce company to provide "nanny style" full custody operation services for celebrities, KOLs (opinion leaders), and MCNs (internet celebrity economic institutions) who are interested in joining Taobao for broadcasting. This service is mainly aimed at novice players who are new to Taobao, providing them with refined hosting and operation services to help them quickly get started and adapt to the Taobao ecosystem gameplay.
The company is operated by the Taotian Live Operations team and adopts a flexible cooperation model of guaranteed or profit sharing with anchors, helping them achieve deep and comprehensive management services such as account cold start, full cycle planning, business docking, official inventory, marketing planning, and even financial management and venue support.
Taobao stated that the main purpose of establishing the company is to provide six months of service for new anchors who have just joined Taobao. After the "novice development period", anchors and institutions can adapt to the platform's rules and gameplay, form their own teams, or sign contracts with other MCN institutions.
The company's head, Yuan Ge, introduced that the hosting model is equivalent to a new anchor incubation camp, helping new anchors and institutions reduce early operating costs and investment risks. During the six-month support period, anchors can withdraw at any time and automatically terminate contracts and return to the market after six months. "This project will not compete with other institutions, and we also welcome institutions to put the new anchors they want to sign into the hosting mode, with the platform helping to bear the incubation risks in the early stage. The entire project is not aimed at profitability, but will invest in budget support, with the goal of promoting a prosperous ecosystem."