A live broadcast sold nearly 7 million yuan! Pearls became a big hit

Domestic consumers have an increasing demand for overseas products. In the past few years, overseas shopping has been suppressed to a certain extent. After the epidemic, this demand has exploded. However, how to make consumers feel at ease when buying is still a difficult problem. Whoever solves it will master the secret code of overseas shopping.

The industry believes that the answer is "tracing the source" . The fifth Taobao Live Global Buyer Festival took tracing the source as the starting point, organized more than 1,100 buyers to participate in overseas tracing live broadcasts , connected with the source supply chain at brand headquarters, jewelry exhibitions and other places, selected goods on site and sold them live, breaking the information barrier and setting a new transaction record.

Global Buyers Festival sets record for sales

This year, overseas buyers stepped out of the live broadcasting studio and resumed global shopping . In the last week of August, the fifth Global Buyers Festival pushed overseas live broadcasting to a climax. Taobao Live and Taobao Global Shopping, together with overseas buyers , simultaneously broadcast in six major markets including Europe, America, Japan, South Korea, Australia and New Zealand, China, Hong Kong, Macau, Taiwan and Southeast Asia , providing consumers with a wealth of good products from overseas.

To support this Buyers Festival, Taobao sent millions of traffic to support anchors . During the event from August 25 to August 31, multi-dimensional data rose simultaneously: the number of anchors who started broadcasting increased by 21% year-on-year , the number of users watching the live broadcast room increased by 62% year-on-year, the total viewing time increased by 45% , and the number of transactions increased by 18% . Among them, the transaction volume of 2 live broadcast rooms exceeded 10 million, and another 80 exceeded 1 million. With the linkage of the whole venue, this Buyers Festival set a new transaction record, with a year-on-year increase of more than 29% .

This explosion was not unexpected. Before the event started, Taobao had already done a lot of preparation, using vertical influencers to warm up and build momentum. The Buyers' Day had over 124 million exposures on Weibo, Xiaohongshu and other online channels. Tens of millions of consumers followed the topic and searched for "Global Buyers' Day" on Taobao Mobile and entered the live broadcast room.

The high-volume content dissemination in the early stage opened up the customer base for the Buyers’ Festival, but the core reason why this event was able to set off the whole audience was that its positioning hit the pain points of consumers.

Lock in "Traceability" and activate the transaction password during the Buyer's Day

Buyers search for global products for consumers. They need to have a certain variety of products to attract users, and also have sufficient proof of product quality to gain consumers' trust. The latter is crucial for transactions, and traceability is the best way to demonstrate product quality.

This year, live streaming influencers have started live streaming of overseas traceability content, and various e-commerce platforms have also made efforts one after another.

During the 618 promotion, Taobao Global Shopping organized overseas anchors to carry out a 21-day, 15-country traceability tour. The real traceability scene plus the overseas direct mail experience enhanced consumers' trust in anchors and products, and the order conversion effect was significantly improved. For example, anchor @林盛斌（Bob）and his wife's live broadcast sales in Hong Kong Good Products Special exceeded 1.7 million, and the number of viewers increased 26 times compared to usual. Following this example, Kuaishou and Douyin also launched traceability activities in July.

Taobao's accurate traceability has become the key to overseas shopping. This Global Buyer Festival directly focused on traceability and was defined as "Super Value Goods Traceability Week", which was expected to be a big hit. During the event, Taobao organized more than 1,100 buyers to participate in overseas traceability live broadcasts. Buyers connected with first-tier brands and source supply chains at brand headquarters, flagship stores, source factories, and jewelry exhibitions . The international jewelry exhibition held by Informa Group also opened an exclusive booth for Taobao live broadcasts .

Buyers selected goods on the spot and put them on sale online, and consumers went directly to the purchasing site, resulting in a surge in transaction volume. Pearls became the most popular item, and many buyers set new transaction records in the pearl traceability special session.

Senior jewelry appraiser @裙姐started live streaming on Taobao in 2019. She now has more than 2.8 million fans and annual sales of over 500 million. On August 31, at the " International Jewelry Exhibition - World Sea Pearl Ultimate Night " special event , she provided high-quality pearl products such as Akoya Tiannv Pearls and Australian White Blue Snow Pearls , with discounts and other gameplay. The on-site live broadcast turnover exceeded 6.9 million , setting a new record for her personal pearl category special event. Among them, the single product " Australian White Necklace " had a turnover of over 2 million .

The anchor @小奶牛欧美购is a senior buyer of all categories on Taobao Global Shopping , specializing in beauty and skin care , clothing, shoes and bags, and jewelry and pearl accessories . In the " Pearl Traceability " special event on August 31 , her cumulative transaction volume reached 1.66 million, which is her highest single-event transaction in the past three months .

In this Buyer Festival, big anchors with a huge fan base achieved super high conversion, and new buyers also gained a lot of attention. @缘子日本淘has just been on Taobao Live for 4 months. This time, she followed the official to participate in many traceability activities such as the product selection meeting. Not only did she establish close cooperation with the brand and increase sales, but she also strengthened the trust of the brand and consumers in herself, killing two birds with one stone.

Taobao is showing its sword, and the trend of big anchors entering Taobao is hot

In the traceability campaign of the Buyers' Festival, the professionalism of overseas anchors was fully demonstrated, and the image of buyers became more full and three-dimensional. On the one hand, they established cooperation with first-line brands and source supply chains to expand the supply of goods; on the other hand, the vivid traceability scenes also made fans trust them, and the conversion rate of live broadcasts and fan stickiness rose sharply.

It is obvious that overseas traceability helps anchors’ sales. After the “618 Global Traceability Live Broadcast” and “ 8.25-8.31 Super Value Goods Traceability Week ” activities, Taobao will continue to increase its support in this field, and it is bound to let anchors take this ride. This has also become a new opportunity for overseas talents or overseas celebrities to enter Taobao. During the 618 period, the sales of the Thai food master @小老虎的泰国行on Taobao exceeded 980,000, and the performance was amazing. The Taiwanese artist Xie Yilin started her first show on Taobao Live on September 12, and more anchors will join Taobao in the future.

Taobao has a huge user base, with 500 million people watching and buying on Taobao live streaming platforms. This means that influencers cannot ignore this huge traffic portal. Since the beginning of this year, the trend of top influencers entering Taobao across platforms has accelerated, with various internet celebrities and anchors entering Taobao one after another. As for large institutions, Yaowang, TVB, and Dongfang Zhenxuan have successively entered Taobao, all of which have attracted widespread attention from the market.

TVB has gradually joined the 100 million yuan club on Taobao, starting with hundreds of thousands of yuan in sales in one show. Recently, the sales of the first show of "Eastern Selection" on Taobao reached 175 million yuan, setting a record for the single show sales on multiple platforms. The entry of big names into Taobao did not affect the traffic of the anchors on Taobao, but instead increased the number of viewers by 10% compared to the past.

The entry of top institutions into Taobao has brought a steady stream of ecological vitality, significantly enhancing the vitality of Taobao Live's ecosystem. During the 618 period, the number of users watching Taobao Live increased by 43% year-on-year, and various core data increased significantly.

Previously, according to a Goldman Sachs research report and a third-party platform QuestMobile report, the average daily active user number of Taobao APP in June increased significantly year-on-year to 402 million. During the 618 promotion this year, the total number of active users reached 915 million, ranking first among e-commerce platforms.

Live streaming e-commerce is booming, and we can always see newcomers suddenly rise and then quickly wither. The life cycle of Internet celebrities on major short video platforms is constantly shortening. The most significant feature of Taobao Live that distinguishes it from these content traffic platforms is that Taobao Live relies on the platform with the best business ecology. Taobao's genes determine that this is an entrepreneurial platform that can operate for a long time and grow healthily.

Today, Taobao Live has in fact formed a double flywheel, with content and transactions entering a full positive cycle. With higher conversion efficiency, better consumer experience, and a richer product pool, Taobao Live has become the terminal of live broadcasting. The unique ecological advantages of Taobao Live and the content and traffic brought by the anchor complement each other, making it possible for each to become popular.

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