Mobile Internet traffic has gradually peaked. What are the growth opportunities in 2024? On August 28th, the 2024 TV Taobao New Marketing Autumn Summit and Double 11 Strategy Release, with the theme of "Electricity Taobao Live Broadcasting Full Power", was successfully held in Hangzhou.
As an annual industry event, around the upcoming big promotion, TV Taobao officially released its Double 11 strategy and jointly launched the "TV Live E-commerce Alliance" with Taobao Live, Guangdong Province, Huashu, Hisense, Konka, Skyworth Cool, Xiaomi, Changhong, TCL.
High traffic exposure, the "TV Live E-commerce Alliance" has been heavily released
In April of this year, TV Taobao, relying on its video strategy, collaborated with Guangdong, the only live streaming license holder on TV screens, and launched the "OTT live streaming e-commerce", ushering in the era of live streaming e-commerce on large screens.
After four months, "TV Live E-commerce" has once again received a new upgrade and officially launched the "TV Live E-commerce Alliance". The establishment of the alliance marks the comprehensive cooperation between TV Taobao and Xiaomi, Hisense, Skyworth, Konka, Changhong, TCL in the "Home Channel", achieving the full launch of e-commerce live streaming on the national TV homepage.
As a cross era event in the OTT industry, the comprehensive launch of e-commerce live streaming will bring high traffic and exposure to merchants on Double 11.
"At present, mobile Internet traffic has peaked, traffic prices have soared, and marketing advantages are no longer there. On the OTT large screen end, under the new regulations of the SARFT, the number of free TV portals has increased, bringing further activity to users. At the same time, as the number of TV top navigation portals cannot exceed 15, the traffic scale and scarcity value of TV Taobao exclusive channels are more prominent." Yang Xiaoming, COO of TV Taobao, introduced.
During this year's 618 promotion, the number of live streaming rooms on TV Taobao's live streaming e-commerce platform reached 132 for the first time, and user data in terms of viewing frequency, duration, interaction, and transactions significantly increased. It is expected that during this year's Double 11 promotion, the number of views on TV Taobao's live streaming will exceed 500 million, the number of live streaming rooms will reach 300, and the new visitor rate for live streaming will reach 70%, "said Yang Xiaoming.
Large screen live streaming e-commerce releases, bringing a new trend of Double 11 business
The upcoming Double 11 is not only an annual year-end exam for brand merchants, but also a key node for achieving certain growth. How to find someone? How to sell goods? A series of old problems urgently require new methods.
Around the promotion of growth, TV Taobao has provided a new answer. Yang Xiaoming revealed that during this year's Double 11 promotion, TV Taobao will focus on creating a large screen live streaming e-commerce model with shelf x content as the main body. Relying on the powerful shelving capabilities of Taobao, TV Taobao will fully leverage the advantages of large screen content seeding to promote efficiency.
Specifically, opening up the entrance to the 1 billion level national media has brought about a large-scale reach of the population, achieving a mindset that covers television across the country. At the same time, TV Taobao will launch the "Hello Ten Lucky Ducks" live broadcast room, introducing exclusive large screen gameplay such as bargaining and red envelope challenges, to continuously stimulate users' purchasing needs. Using traffic and live streaming rooms as carriers, the seven main contents of TV Taobao will also be launched throughout the year, bringing a fixed mindset to big screens through fixed locations, fixed times, and fixed IPs, and continuously igniting big screen business.
In addition to good content, this year's Double 11 shopping festival, the TV Taobao big screen e-commerce will also usher in a comprehensive upgrade of the "people and goods field". From the perspective of "field", in the home scenario, TV Taobao will usher in a dual upgrade of entrance and marketing. At the entrance level, a fixed mall entrance will become a standard feature. In addition, jumping to the mall after booting up will also become the ultimate strategy for promoting traffic. In addition, in order to bring better user activity during the big promotion period, the ability to outsource marketing activities will be enhanced, which means that on the TV desktop, there are not only store entrances but also more marketing gameplay online.
With the "field", further from the perspective of "people", "potential audience circle expansion" has become another key upgrade direction, which includes the launch of cross category audience packages, related behavior audience packages, and the expansion of existing family and MVP audiences on TV Taobao. As stated by Lai Yiling, CTO of TV Taobao, in terms of audience optimization, TV Taobao has established precise and clear family identification and relationship capabilities based on the platform's historical and global data, and utilized Taobao's data capabilities to improve the accuracy of new customers in the store, enhance the store's ability to reach new customers, and make brand merchants' advertising and conversion on TV Taobao more efficient.
On "Goods", Yang Xiaoming said, "In terms of goods, TV Taobao will vigorously create popular TV products through live streaming rooms. Different rights will be provided for goods, and diversified combinations of people and goods will be carried out to achieve comprehensive growth in different industries
When it comes to how to better utilize big data capabilities to drive business operations at the technical level, Lai Yiling, CTO of TV Taobao, stated that for household scenarios, TV Taobao will deeply integrate high-quality resources from the Taobao series, integrate the two core content algorithms of "guess what you like" and "browse", and incorporate unique behavior data into the recommendation system for optimization, thereby enhancing user viewing experience and engagement.
As a key feature of the TV Taobao Double 11, Lai Yiling further explained: "We will significantly enhance the fun of the big screen through interactive gameplay such as connecting microphones, bargaining, and distributing rights through PK in the official live broadcast room. In terms of product design, TV Taobao has designed a 2/3 screen area for live streaming connected to the microphone, which can fully display the content of the connected microphone and allow two live streaming rooms to be presented simultaneously
Faced with an unprecedentedly complex market and diverse consumer demands, more and more brands are paying more attention to the refinement of marketing. Under the influence of the integration of "quality, efficiency, and sales", this year's Double 11 promotion, the TV Taobao OTT new marketing will rely on TV e-commerce live streaming to help more brands achieve new business growth goals.
TV Taobao x Alibaba Charity, Opening a New Moment of Big Screen Charity
Big screen public welfare is something that TV Taobao has always been practicing. From the mid year "Lingshan Litchi Festival" live broadcast to help farmers, to the cooperation with Alibaba Public Welfare, it is a practice of TV Taobao to exert the influence of OTT big screen media.
Specifically, in future cooperation, for every transaction generated in the official live broadcast room of TV Taobao, a certain amount of funds will be donated through Alibaba public welfare, and the donated funds will be invested in the field of rural revitalization. At the same time, TV Taobao will allocate specific live streaming traffic to public welfare live streaming.
The cooperation between the two sides will bring a new model of big screen public welfare. "TV Taobao can promote the power of public welfare through big screens, which I think is a great thing," said Zhang Ji, Deputy Secretary General of Alibaba Public Welfare Foundation and Head of Alibaba Platform Public Welfare.
Finally, the thriving vitality demonstrated by the OTT industry is the result of the trust of the industry and merchants, and has become the cornerstone of the prosperity of OTT new marketing. As the most important medium in family settings, large screen content will achieve more consumer consensus in family decision-making, and has become a common choice in the industry.