Taobao live broadcasting grew across the board during Double 11: 14 live broadcast rooms exceeded 100 million for the first time, and 451 store live broadcasts achieved transactions exceeding 10 million

During this year’s Tmall Double 11, both Taobao Dabo and store broadcasts exploded.

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

The performance of both new and old forces on Dabo reached a record high. Among the live broadcast rooms with more than 100 million views, old faces such as Li Jiaqi Austin, Bee Surprise Club, Mushrooms Are Coming, Chen Jie Kiki, Lieer Baby, Lin Yilun, Hu Ke, All Girls' Wardrobes, Timor Xiao Xiao Feng, Greedy House King Brother, Chao Ran, etc. are strong; Oriental Selection, Luo Yonghao, Jiuxian Liangge, Azhuo Tavern, Li Guoqing, TVB Knowledge, etc., have entered the 100 million yuan club in less than a year after joining Taobao.

"This year is the first year of the explosion of store broadcasts. Store broadcasts have been upgraded from a business tool for Taobao and Tmall merchants to a core business position. At the beginning of the year , the group's CEO Dai Shan announced the ecological prosperity strategy. The explosion of store broadcasts on Double 11 is a direct reflection of the ecological prosperity." Cheng Daofang, general manager of Taobao's live broadcast business unit, said.

During this year's Double 11, Taobao's store broadcasts in consumer electronics, jewelry, sports and outdoor, home furnishing, clothing, food and other industries grew at an impressive rate . As of 24:00 on November 10, seven brands' store broadcasts, including Genji Muyu, Lin's Home, Gujia Home, NewBalance, Anta, Li Ning and Dreame, achieved sales of over 100 million yuan for the first time this year.

Many brands have become the dark horses of this year's Tmall Double 11 by heavily betting on store live broadcasting. FILA's official flagship store broke the 100 million mark in the first four hours of pre-sale, which is the first time since the birth of live broadcasting that a store live broadcast room has entered the "100 million club" in the first four hours of Double 11 pre-sale; during the opening period, Huawei's Tmall official flagship store became the first store live broadcast room to break the 100 million mark , breaking the 100 million mark in 15 minutes.

Qianye Jewelry became the first live broadcast room in the jewelry industry to exceed 100 million yuan. Compared with the first broadcast a year ago, the penetration rate of Qianye Jewelry's store broadcast increased from 5% to 38.9%.

Since the beginning of this year, Taobao has increased its support for store broadcasts, giving high-efficiency and high-conversion live broadcast products more public exposure opportunities. Data shows that during this year's Double 11, search-driven store broadcast transactions doubled compared to the same period last year.

Brands and merchants are also more proactive in developing store live broadcasts. In the past year, Taobao has added more than 300,000 store live broadcasts, of which more than 27,000 store live broadcasts have achieved sales of over one million yuan, and nearly 4,000 have achieved sales of over ten million yuan.

Store live streaming has become an accelerator for brand business explosion. Alimama data shows that the business growth brought by live streaming to Taobao and Tmall merchants is 7-11 times the average level.

In 2016 , with the establishment of Taobao Live, Taobao ushered in a high-speed development era of live broadcasting. In 2023 , live broadcasting entered the second half, and store broadcasting became one of the most important directions for brands and merchants to find growth. Industry insiders pointed out that with the strongest shopping mentality and unique store logic in the entire network, Taobao once again ushered in a new era of store broadcasting.