Douyin anchors choose to 'enter Taobao', and live broadcast e-commerce is ushering in new changes

Not long ago, the Taobao live broadcast platform welcomed a wave of Douyin anchors. This phenomenon is becoming more and more common in the field of live broadcast e-commerce. Douyin and Taobao are trying to find new development paths by learning from each other to cope with the challenges brought by competition entering the stock stage.

According to the editor’s understanding, the live broadcast e-commerce industry has developed rapidly in the past few years, but as the scale of users gradually peaks, competition among various platforms has intensified as they enter the stock stage. In this context, many Douyin anchors have chosen to "enter Taobao", which is partly related to the decentralized operation strategy adopted by the Douyin platform. Douyin has entered the stage of stock traffic optimization, and the platform hopes to achieve diversification of the entire ecosystem by adjusting the traffic distribution mechanism.

Specifically speaking, the traffic preferences of Douyin anchors are constantly changing, and the hierarchy of top anchors is also constantly changing. Overall sales have been affected as the number of people online at the same time in some well-known anchors' live broadcast rooms has dropped. Taobao is taking advantage of this trend to tap more top anchors and support the importance of small and medium-sized anchors. Taobao's goal is to attract outstanding new anchors to join Taobao Live to fill the vacancies caused by the loss of super-traffic anchors and to diversify the competitive landscape. This also makes Taobao Live take “discovering Taobao anchors” as its top priority in 2022.

As Douyin and Taobao converge in their e-commerce business styles, the differences between the two platforms have gradually narrowed. Douyin has shifted its emphasis from "interest e-commerce" to all-area interest e-commerce and increased investment in the construction of shelf e-commerce; while Taobao pays more attention to content attributes and fully implements content strategy. According to data recently released by Douyin e-commerce, shelf scene GMV has accounted for 30% of the overall GMV. Taobao regards short videos and live broadcasts as commodities and attracts users by increasing the planting weight of the content.

However, MCN organizations and anchors also face some challenges when operating on multiple platforms. The rules and traffic distribution methods need to be adapted to different platforms because they are all different. In addition, the content presentation methods and user acceptance habits of different platforms are also different. For MCN institutions and anchors, different script creation and live performance are required, which increases the difficulty and cost.

In general, as the live streaming e-commerce industry enters the stock stage, Douyin and Taobao are looking for new development paths through their respective development strategies and learning from each other’s experience. In addition to the operating model of live broadcast e-commerce platforms, competition among them also involves competing for anchor resources and redistributing traffic. How to find your own advantages in the fierce competition and become a winner in the live broadcast e-commerce field will be an important issue faced by platforms such as Douyin and Taobao.

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