2022 Taobao live broadcast annual new consumption trend report From Taobao live & iResearch consulting

The following is the 2022 Taobao live broadcast annual new consumption trend report From Taobao live & iResearch consulting recommended by recordtrend.com. And this article belongs to the classification: research report, Webcast.

In recent years, under the impact of the epidemic, the “housing economy” has taken advantage of the trend, giving birth to the further development of consumers’ live shopping habits. The strong support of the national and local governments for the live broadcast industry, the upgrading of marketing channels by enterprises and the digital transformation of the live broadcast layout have all injected new vitality into the live broadcast industry, and live broadcast e-commerce has become a new engine to stimulate consumption and stimulate economic growth.

In the new era of live broadcasting in which everything can be broadcast, the development of live broadcasting e-commerce tends to be large-scale and professional, and the importance of long-term stable operation is becoming increasingly prominent. In order to enable the professional development of the industry, Taobao live broadcast on map and iResearch consulting released the 2022 Taobao live broadcast annual new consumption trend report, focusing on the development trend of the live broadcast e-commerce industry. Combined with the first-hand information of the platform, it deeply analyzed the trend of Taobao live broadcast category, user portrait and content development trend, so as to bring operational reference to more businesses and anchors and jointly explore new business growth points of the live broadcast channel.

Live e-commerce buys trillion market

According to CNNIC data, as of December 2021, China’s live e-commerce population exceeded 464million, accounting for 44.9% of Chinese Internet users, with an annual growth of 19.5%. Among them, more than 60% of users made purchases after watching the live broadcast. Behind the annual growth, live e-commerce is a trillion level market that has gradually normalized and continued to grow, and it is also a refresh of people’s lifestyles and consumption habits.

At the same time, the number of short video users in China has reached 934million, and short video users have penetrated all generations. The short video market cannot be underestimated. In the era of “content is king”, the new business form of “short video” combined with “live e-commerce” has opened new marketing ideas for businesses and anchors. The efficient transformation path from short video grass planting to live broadcast transformation has been applied by more and more businesses and anchors, so as to achieve the market effect of integrating quality and efficiency.

Taobao live broadcast, which continues to lead

As the pioneer of the first online live broadcast e-commerce, Taobao live broadcast has maintained rapid growth every year since its establishment in 2016, and the platform has been watched by more than 50billion people so far. According to the data of this report, in 2021, the per capita viewing time of Taobao live broadcast increased by 25.8%, and the number of goods on the platform increased by 53.0%. Live broadcast e-commerce has become more and more “normalized” into the lives of consumers, witnessing the changes of social life and consumption patterns.

In 2021, the categories and businesses participating in Taobao live broadcast will also become more diversified. From the perspective of live broadcast transactions, the momentum of traditional industries such as women’s clothing, beauty, jewelry and electricity consumption has not decreased, growing steadily and ranking in the forefront. Among them, the business self broadcast has the highest turnover in jewelry, women’s clothing and other industries, and the talent anchor has the highest turnover in women’s clothing, beauty and other industries.

As a new field of traffic, Diantao injects new vitality into the transaction transformation of Taobao live broadcast with the help of the new mode of short direct linkage. More and more talents and MCN have accelerated their settlement in dot.com. According to the report data, the number of talents settled in dot.com in 2021 increased 15 times year-on-year, with an annual increase of over 240% for PV and over 100% for Gmv. With the help of the short direct linkage, Diantao has not only helped the anchor establish a human presence, but also promoted the development of vertical ecology, such as the annual growth of 162.8% of the “two luxury” related goods in Taobao live broadcast.

Everything is renewed, and the vertical classes are out of the circle

In addition to the steady growth of conventional categories, many dark horses also emerged on many vertical tracks in 2021.

The epidemic has led to a longer time at home, which has also strengthened the aspirations of many people to live and buy homes. In addition to the growing demand for housing, people also want to decorate their homes into a warmer and more experiential place. In 2021, the transactions of home furnishing department stores and home decoration in the live broadcast room increased significantly, with an annual growth of more than 600% for home smart products and more than 800% for design services. People are committed to building a more ideal home.

Young “lazy curtilage people” have burst out with great consumption potential. They are increasingly pursuing intelligent and refined life experience, driving the explosive growth of smart home. In 2021, the growth of fresh air conditioning in Taobao live studio reached 1469.8%, and the growth of overall kitchen Suites reached 634.1%.

The epidemic has led to a frenzy of “national fitness”. Everyone is Liu Genghong, a girl / boy. At the same time, the epidemic has also made people aware of the value of travel and nature, and more and more people have begun to go outdoors and embrace nature. In 2021, the category of Taobao live broadcast sports increased significantly, and the outdoor / mountaineering / Camping / travel supplies live broadcast room increased by 62.3%.

In addition, in 2021, Taobao live broadcast introduced many off-site talents, and the injection of fresh blood enriched the content ecology of the platform. In addition to the anchor, more and more businesses have also effectively increased in the live broadcast room, among which the waist businesses have the highest penetration rate and the fastest improvement, which shows that the opportunity of Taobao live broadcast has universal value.

Discover e-commerce, the future has come

According to the report, Taobao live is adjusting and upgrading its content e-commerce strategy. The platform began to make full efforts to create content at full speed, committed to creating rich, diverse, professional and interesting account settings and live broadcast content, optimizing the algorithm “discovery mechanism”, and realizing the accurate improvement and continuous update of “two-way discovery” between business anchors and consumers. Pay attention to new industries and new vertical categories, excavate more characteristic categories, cultivate more new coffee anchors, create suitable professional and interesting personal settings, and output more and more characteristic content. The platform is constantly launching various new policies to support the development of the new ecosystem of the industry.

Based on “professional and interesting people”, building the “discovery e-commerce” mentality of Taobao live broadcast has become the top priority of the platform’s future development.

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