Source: New List
Global influencers are flocking to Taobao Live.
During the 618 promotion just past, "Brother Suo", a shop explorer with millions of fans on the whole network, moved the Japanese class to Taobao Live to teach Japanese while bringing goods;
Japanese girl group member "Little Aoi" started her live broadcast debut with an otaku dance;
The debut of "Thai Afang and his wife", which has millions of fans on the whole network, attracted nearly one million fans to watch.
In this first promotion after the epidemic was lifted, global experts built an important bridge for import consumption through live broadcasting, allowing consumers to release the backlog of cross-border shopping demand for three years.
As a leading import cross-border business platform in China, in recent years, Tmall Global has made continuous efforts in cross-border live broadcast through Taobao Live.
The editorial board of the new list learned that in March this year, Taobao Live launched a global anchor recruitment conference, and successively opened offline conferences in Japan, Canada, Hong Kong, Australia and the United States, attracting anchors from all over the world to start broadcasting on Taobao. Recently, Tmall Global has teamed up with influencers around the world to launch cross-border live broadcasts, allowing consumers to "one-stop" global shopping while "cloud traveling".
What are the opportunities and challenges behind this? Why do influencers choose to go to Taobao for cross-border live broadcasting? How to make good use of the advantages of overseas supply chain?
01. The debut scene was watched by nearly one million, and global experts poured into Taobao to start the global live broadcast
The live broadcast debut of "Thai Afang and his wife" won nearly one million field views.
Ah Fang and his wife, whose husband is from China and his wife is from Thailand, have more than 2 million followers on Douyin, and they are not only short video experts under Carefree Media, but also the founders of latex lingerie brand Sesha Mengrujia.
On June 16, "Thai Afang and his wife" launched the Taobao live streaming debut, selling Thai local products such as Thai rice, Thai dried fruits, latex pillows and other local Thai products in the live broadcast room, and the live broadcast debut exceeded 950,000 viewers.
In addition to experienced anchors such as Ah Fang and his wife, a group of short video experts living overseas have poured into Taobao and have successively tested the live broadcast.
"I used to watch Li Jiaqi's live broadcasts and often bought and bought in the live broadcast room. After becoming a blogger, I wanted to say that I always thought it would be good if I had the opportunity to try live streaming. Aoi told the new list editorial office.
In 2020, the Japanese girl group member "Little Aoi" planted a seed of live broadcast in her heart as soon as she contacted self-media.
On June 18, she mainly focused on vlog short video content, and started her live broadcast debut with house dance in the Taobao live broadcast room, and conducted several dance live broadcasts in a row.
The first time to step into the field of live streaming e-commerce is the vlogger "Tieniu Jiege" from Taiwan, China, who has more than 1.37 million fans on station B, in which he shares his love and travel daily life with his wife Tingting, and netizens can see them traveling the world together, shopping in Thailand and eating fried chicken in Japan.
As a senior vlogger, Jie Ge mentioned that many blogger friends around him began to enter live streaming goods very early, and he has been maintaining a wait-and-see attitude towards this, this time at the invitation of Tmall Global, he took the first step in live streaming and opened three live broadcasts on Taobao, sometimes the live broadcast content is sometimes chatting with fans at home, and sometimes using the camera to take fans to visit Taipei Night Market.
It is understood that during the 618 promotion, Tmall Global jointly conducted a number of special cross-border live broadcasts with representative influencers in Japan, Australia, Thailand, Europe, Hong Kong and Taiwan, allowing consumers to buy while shopping in the live broadcast room.
In May this year, at the Tmall Global 2023 Global Partner Conference (hereinafter referred to as the conference), Dong Zhenzhen, general manager of the import business department of Taotian Group's brand business development center, mentioned that among the five major strategies of this year, live streaming and content occupy two seats, Tmall Global, as the "window of the world" of overseas consumption, will also increase overall content investment from this year, from the "shelf" of imported goods to the "media" of global lifestyle.
It is understood that Tmall Global has attracted a large number of influential overseas experts from Japan, South Korea, Europe, the United States, Australia and New Zealand and other parts of the world to settle in, forming the "Tmall Global Talent Alliance" all over the world.
Some of them are international students, and some are foreign bloggers who can speak Chinese, who can use their geographical advantages to explore stores and live broadcasts around the world anytime, anywhere, and share overseas good things and overseas lifestyles with netizens in the live broadcast room.
02. Solve the three major pain points of "raw, slow and expensive", and overseas live broadcast has become a new channel for cross-border e-commerce
"Every step of the restart of outbound travel brings back a passion for import consumption." Dong Zhenzhen said at the conference.
According to the 2023 May Day Travel Data Report, the overall booking volume of outbound travel on May Day increased by nearly 700% compared with the same period last year, while the number of outbound air tickets and hotel orders increased by nearly 900% and nearly 450% respectively compared with the same period in 2022.
In Dong Zhenzhen's view, this year is a big year for outbound tourism and import consumption, and with more and more consumers traveling abroad, import consumption is bound to usher in greater growth.
Imported goods have always had three major pain points of "raw, slow and expensive", that is, unfamiliar goods, slow logistics, and expensive prices, and Tmall Global's cross-border live broadcast solves these three pain points and becomes a bridge between consumers and overseas products.
On the one hand, the experts solve the pain point of "life".
Influencers living overseas have a better understanding of local specialty products, and can share their daily lives to explain the products in simple terms, so that fans can understand the local lifestyle and culture, so as to grow products.
For example, "Brother Suo in Japan" moved the Japanese class to the live broadcast room, and while speaking Japanese, he introduced local cosmetics and health care products, and introduced popular products such as anti-sugar pills, hangover pills and enzymes popular in Japan.
On the other hand, Tmall Global has been deeply engaged in the supply chain for many years and has solved the pain points of "slow" and "expensive".
In terms of logistics, Tmall Global, founded in 2014, has established a new cross-border bonded model for logistics, providing bonded and direct mail genuine product protection. In 2021, Tmall Global launched the intelligent warehouse network to provide cross-border merchants with intelligent warehouse network planning, which can achieve next-day delivery after consumers place an order at the earliest.
In terms of products, Tmall Global cooperates with brands to tailor pendant product channels for talents. It is understood that as the preferred platform for overseas brands to enter China, Tmall Global currently has more than 46,000 global brands, introducing more than 8,000 new brands and launching more than 4 million new global products in the past year.
Jie Ge revealed that this debut has received all-round support from Tmall Global, "For example, Tmall Global is very professional in product selection, and they selected some suitable products according to the combination of my video content." As a newcomer to live streaming, the platform will work with my company to plan the direction and provide ideas, allowing me to find my positioning faster and adjust slowly."
03. "Dabo + Store Broadcast", opening the global "any door"
In addition to cross-border live broadcasting, brand "store broadcast" has also become an "arbitrary door" to reach global products.
During the 618 period, Tmall Global cooperated with global brands to conduct a live broadcast of the "Sun Never Sets" overseas relay.
From Los Angeles in the United States, Osaka in Japan, Seoul in South Korea, to the Netherlands, Bangkok, Scotland, and Turkey, Tmall Global cooperates with overseas merchants to conduct a 24-hour "global famous store simulcast", taking consumers to check in the world in one day, visit the origin and experience the authentic lifestyle.
In the live broadcast room of the skin care brand "WELEDA", netizens can see the European extra-large organic botanical garden, and learn about the raw materials and stories behind the brand in the origin of organic skin care products;
Following the lens of "Tmall International Bistro", netizens can "tour" the 16th-century winery in Bordeaux, France, learn about the wine culture, and choose the red wine that suits them.
According to iMedia consulting data, in 2023, China's cross-border live streaming e-commerce market is expected to be 284.58 billion, with a year-on-year growth rate of 155%, and in 2025, the market size will reach 828.7 billion.
In the context of increasingly fierce competition in domestic live streaming e-commerce, cross-border live streaming may still be a blue ocean. With overseas talents, MCNs and merchants sitting on the "right location", it's time to seize the "time of day".