Shulou(Shulou.com)11/24 Report--

This year Tmall double 11, Taobao broadcast, shop broadcast both broke out.

As of 0: 00 on November 11, Taobao has produced 58 million live broadcast rooms, of which 7 anchors and 7 brand store broadcasts have exceeded 100 million for the first time this year. The store has become a new growth engine, with 38 turnover exceeding 100 million and 451 turnover exceeding 10 million.

The achievements of both new and old forces have reached an all-time high. Li Jiaqi Austin, Bee surprise Society, Lentinus edodes came, Chen Jie kiki, Lieer Baby, Lin Yilun, Hu Ke, all girls' wardrobe, Timor Xiao Mi, Chanzuiwu King, Wang ran and other old faces had strong momentum in the studio; Oriental selection, Luo Yonghao, Jiuxianliang Brother, Adhuo Tavern, Francis Chan, TVB found goods, and so on, they entered the club of 100 million yuan in less than a year.

"this year is the first year of the outbreak of shop broadcasting, which has been upgraded from the business tools of Tmall merchants on Taobao to the core business position. At the beginning of the year, the group CEO Daishan announced the ecological prosperity strategy. The outbreak of store broadcasting in Singles' Day is a direct manifestation of ecological prosperity." Cheng Daofang, general manager of Taobao Live Business Department, said.

Double 11 this year, Taobao power consumption, jewelry, sports outdoor, home decoration, clothing, food and other industries store broadcast growth rate is eye-catching. As of 24:00 on November 10, seven brand stores, including Genji Muyu, Lin Home, Gu Home, newbalance, Anta, Li Ning, and Xunxing, had sold more than 100 million yuan for the first time this year.

Many brands have become the dark horses of Tmall's double 11 this year because of heavy bets on stores. FILA's official flagship store broke hundreds of millions of dollars four hours before pre-sale, and this is the first time since the birth of the live broadcast that a store studio entered the "100 million yuan club" four hours before the pre-sale of Singles' Day. During the opening period, Huawei Tmall's official flagship store became the first one to break 100 million yuan in 15 minutes.

Chiba Jewelry has become the first 100 million live broadcast room in the jewelry industry. Compared with the launch a year ago, Chiba Jewelry's store penetration increased from 5% to 38.9%.

Since the beginning of this year, Taobao has increased its support for store broadcasting, giving more exposure opportunities in the public domain to highly efficient and highly transformed live products. Data show that during the Singles Day holiday this year, search-guided store sales doubled compared with the same period last year.

Brands and merchants also take a more positive attitude in the layout of store broadcasting. In the past year, the number of new stores on Taobao has exceeded 300000, of which more than 27000 stores have sold more than one million, and nearly 4000 have sold more than 10 million.

Store broadcasting has become the accelerator of the brand business outbreak. Alimama data show that the business growth that live streaming brings to Taobao Tmall merchants is 7-11 times the average.

In 2016, with the establishment of Taobao Live as the starting point, Taobao opened a high-speed development of the broadcast era. In 2023, the live broadcast entered the second half, and store broadcasting became one of the most important directions for brands and merchants to look for increments. People in the industry pointed out that with the strongest shopping mind and unique shop logic in the whole network, Taobao has once again created a new era of store broadcasting.

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