"A Li Xiaoshazi" Live Show With Goods, Why Do You Enter Taoyin?

In a science and Technology Industrial Park in Jiubao, Hangzhou, a small studio is full of live broadcasting equipment and commodity samples. More than 20 staff are busy with the process. In Jiubao, where live broadcasting agencies are dense, such scenes are not uncommon.

However, at 6:00 p.m. on April 14, a top-level online celebrity with 10.904 million fans, Yili xiaoshazi, sat in front of the anchor station. This is her first live Taobao show, but also her live show with goods in the whole network.

Wearing high-heeled shoes of nearly 5cm in height and holding several script lines, she paced back and forth outside the camera for nearly an hour. After a deep breath, she sat down in front of the camera.

"Hello, everyone. Today I will bring you a lot of good things. What I usually eat and wear and all kinds of products on the dresser will appear in the studio one by one." In the face of the camera, a little nervous Li xiaoshazi immediately entered the state.

Less than one hour after the broadcast, the number of viewers in the live broadcasting room exceeded 500000. "Is that the little Shazi I know" "more beautiful than a short video!" In the barrage, fans interact constantly. The 8-hour live broadcast eventually attracted 2.55 million people to watch.

Why choose Taobao for the first live broadcast of goods on the whole network? Out of content entertainment, where does she want to go? "The world's online merchants" interviewed a Li xiaoshazi on the live broadcast.

　　 Taobao starts broadcasting

Many fans are no stranger to Yili xiaoshazi.

"We are the best partner in other people's mouth..." on April 5, 2021, accompanied by a piece of "magic BGM (background music)" and dancing in a tight blue knitted dress, "Yili xiaoshazi" has increased 2.1 million yuan a week by a video.

Her "blue war clothes" not only become the hot stem of station B and tremor, but also appear in many Taobao stores. Search for "blue battle suit" or "same style of one Li xiaoshazi", and a screenshot of shaking tone video of a Li xiaoshazi will appear. The store with the highest sales volume only evaluated more than 2000 stores.

Since entering the buffeting stage in 2018, Yili xiaoshazi has absorbed 10.9 million yuan of powder, which is the top-level net red of tremolo platform.

Being classified as a "beauty talent" blogger by Shuo Yin, a Li xiaoshazi inadvertently proved her ability to carry goods through the "blue style". But the real reason why she decided to move from entertainment to carrying goods is that fans often leave messages in short videos asking about clothes and make-up. Like to buy and buy, but also keen to share good things, she thought about moving into live with goods.

"In fact, I started to think about it half a year ago, but it's difficult to set up a live broadcast team, select products and the back-end supply chain." One Li xiaoshazi said.

Choose in Taobao live broadcast with goods, a Li small Shazi told "the world's online business", have their own considerations. "Because Taobao live broadcast is a mature platform for depositing a lot of goods, and the goods link is the most important link for live broadcast to bring goods. Buffeting is more entertaining, and it is more a platform to show itself. The grass planting attribute of Taobao live broadcast will be stronger and better match me."

　　 For short video celebrities like Yili xiaoshazi, Taobao, which has a large number of goods and hundreds of millions of consumers, is one of the only ways for them to realize their tens of millions of traffic accurately.

Prior to the release of Weiya's traffic, a part of the business to undertake self broadcast traffic ushered in a rise, in addition, some new anchor also received dividends, rapid rise, this time, a Li xiaoshazi also joined in.

With the help of Taobao, after matching the goods and teams, Yili xiaoshazi started a busier month of preparation than in the past. All the selections, samples, copywriting... Were ready and officially launched on Taobao.

　　 2.55 million views, "the most appreciated anchor of Li Jiaqi"

"321! Link! Grab it!" "Blogger" Li xiaoshazi switched to "anchor" Li xiaoshazi. There was no "entertainment" link such as dancing in the whole process, and the topic was always focused on commodities.

On that night, more than 80 kinds of goods were put on the shelves in the live room, including large brand top-notch goods such as lamer essence water, iPhone 13 and Dyson hair dryer, as well as snacks such as HPV vaccine and Wenzhou duck tongue.

From the customer price point of view, most of the prices of goods are in three figures - a relatively acceptable price range for most Taobao live users. At the same time, it is equipped with several thousand yuan consumer electronics products.

According to Dazhuang, the person in charge of the live broadcast operation, this selection is more than 80 pieces selected from thousands of products. The price advantage is not the only selection dimension. The selection criteria are the products that a Li xiaoshazi uses everyday and feels easy to use.

In the past, she carried out "chatting" entertainment live broadcast in tremolo and Betta. The audience was mainly watching, but this time, it was aimed at young women with strong consumption attributes like her.

In Yili xiaoshazi's short video, all kinds of hairstyles are rolled out with splints or tools. A fan once took her "out of the circle" photo to find Tony for a perm, but the car turned over.

"This time, I also put my daily curling tools in the studio. I hope my live broadcast is not just carrying goods, but really planting grass." A Li small Shazi said.

On the shelf products, also appeared a Li xiaoshazi initiative investment products - Peach six sauce Japanese academic JK suit. "In the short video, JK's daily voice is relatively high, and Japanese academic style is also my daily favorite style." One Li xiaoshazi explained.

When it comes to the anchor she appreciates, she bluntly said, "my favorite anchor is lijiaqi. Before I became an anchor, I wanted to learn his interactive ability and smart response in the live broadcast room."

This broadcast is a trial of Li xiaoshazi, who has not yet been able to label herself with makeup, clothes or other life style anchor labels. "I hope that we can find our own superior categories on the basis of sharing lifestyle." She said.

Although she said that she didn't care about the results before the broadcast, she still couldn't help it when she was on the air. She took a glance at the numbers on the computer screen from time to time. In the end, 2.55 million people watched the live broadcast, which was a beautiful start.

A person in charge of Zhiyuan culture, a cooperation organization of Yili xiaoshazi, said that in the previous short video cooperation, Yili xiaoshazi had tried to plant grass in Taobao and Diantao. To grow grass and share life is also her hope.

　　 After stepping out of the short video "comfort zone"

Entering Taobao live broadcast is a key step for a Li xiaoshazi to step out of the "content comfort zone".

After graduation, Yili xiaoshazi became a contract winner under Papi sauce. Since she entered the field of content creation, she has absorbed powder steadily by dancing, dressing and signature smile. But these are the contents that I am familiar with and good at. Short videos can also be replayed continuously. Live broadcasting is a new ability challenge. There is no ng (Miss shot) and no replay.

"Shaking sound is to show you the results, Taobao is to share the process with you." Yi Li xiaoshazi explained that the short video platform shared more about the self after making up, and the live broadcast with goods shared more about the process of how to make up. As the carrier changes, the content it carries has also changed: the entertainment content centered on "people" has become the commodity content recommended by people. After the fan group has expanded from the onlookers to more women who are willing to place orders, new anchors can also seize more transformation opportunities.

On the day of the broadcast of Yili xiaoshazi, Taobao also held a quarterly meeting of MCN institutions, hoping to accelerate the growth of new anchors.

In the past period of time, a lot of new anchors have made use of Taobao platform policy to realize the outbreak again and again. Among them, there are millions of quick news bloggers, micro blog beauty makers, xiaohongshu professional evaluation bloggers, and tens of millions of anchorperson in shuoyin month. Liwenxing, a talent from shuaiyin, entered Amoy live for the second time, with a single transaction volume of more than 800000.

Like a Li xiaoshazi, "shaking music dancing, Taobao selling goods" has become the norm of many Internet Celebrities. They are similar to taonians who used to post on microblogs and open Taobao stores - they are using attention to realize content. Whether it's microblog or twitter, Kuaishou, xiaohongshu, these content platforms are more of the same ebb and flow, reflecting the evolution of the platform traffic history, as well as the change of the way to attract attention. The merchants and consumers who follow the flow of the platform will eventually enter the field of commodity trading.

And their entry is not entirely from scratch. Many hot spots outside the station will be the first time in Taobao in the form of goods consumption. Take Yili xiaoshazi as an example. Before she came to Taobao, the same clothing had become popular in Taobao, which laid the foundation for consumers. Therefore, it entered the first battle of Taobao live broadcast, and the audience was numerous.

It can be imagined that more and more new cafes outside the station will seek to realize the flow after the top-level online celebrities enter Taotao live broadcast. This also means that more and more "Yili xiaoshazi" will appear in shopping malls closer to consumers such as Taobao.