The positioning of Taobao live broadcast is "life consumption class live broadcast", to be interesting, informative, useful, this year we want to add five words in front - "through big data", we We hope that this year will be able to live with Taobao throughout the big data throughout.

At the same time, this year, Taobao live and Tmall live will be unified into a matrix, made around the life of consumer "Internet TV station", you will see more TV platforms and TV-related organizations stationed at the same time, we will strengthen the program list. We will continue to provide live broadcasting services to celebrities, celebrities, overseas live broadcasts, featured content IP, featured sellers and brand sellers. In particular, we will strengthen the enthusiasm of featured sellers and brand sellers to do live broadcasting.

First, how to get the crowd upgrade

Do horizontal live coverage, from intermittent live broadcasts, to be able to cover 24 hours of all-day live broadcasts. In addition to time slot coverage, content coverage has also expanded from UGC to PGC, and there are now more than 120 organizations.

First of all, the vast majority of our users are young women, but we lack of live content to serve high-end users, we believe that the next blue ocean is the live broadcast for the middle and high consumer groups; secondly, last year, we are a bit neglected male users, this year, we hope to increase the number of live programs suitable for men to watch.

Second, how to get the content upgrade

Split into two pieces: first for the UGC anchor, gradually transitioned to PUGC, that is, professional UGC, continue to strengthen in the personification, thematic and strong interactive aspects. People need to keep pushing forward with scripted, IP-based, and strong interactive perspectives. The platform will also support high-quality PGC, do thematic aggregation and scenario-based distribution of content, and cooperate with high-quality PUGC.

PGC is characterized by specialization and slotting, and it is strongly interactive compared to TV programs. Our goal this year is to focus on building 100 high-quality PGC programs, for these high-quality PGC, we will provide official support in three dimensions:

The first support point, for these PGC columns to do customized live room, open personalized props as well as the function of the decoration of the live room;

The second support point, to provide exclusive scheduling promotion;

The third support point, we will do with Taobao industry on a regular basis directed investment negotiation and promotion, from the program production, traffic promotion and overall commercialization promotion of these three dimensions to help these 100 high-quality PGC.

In addition, we want to extend from selling goods to selling services, such as health, education, emotion, horoscope and other live broadcasts have consumer attributes, without the need for logistics and distribution. For this type of service, live broadcast is a very good tool.

Previously I mentioned to "through big data", this year we will strengthen the anchor file, for each Taobao anchor, the organization's fans, to do the fan portrait, through the accuracy of the two portraits, the quality of the anchor, the quality of the content and then go to more distribution in the matrix.

Third, how to get the traffic upgrade

Taobao live when it first started to do more channel traffic determines the anchor's traffic, but now, many head anchors already have the ability to self-operate traffic, so there are three points in 2017 for the overall traffic upgrade, fan operation.

The first point, for the own traffic, first we will develop fan groups and other tools to help anchors and merchants to maintain their own fans, and secondly, the traffic inside the message and micro-tao, are your own private traffic; finally I hope you can go outside to find accurate off-site traffic precipitation in the private domain. When your own traffic is continuously strengthened, we will surface the high-quality content that performs well.

The second point is that your fan profile determines what demographic the platform will push live broadcasts to. So the platform will do two things, the first is how to capture, discover, and surface quality content as quickly as possible; the second is whether the precise portrait, precise IP-based live broadcast can reach a more accurate crowd.

The third point, this year will be at a greater level to open up Youku, microblogging and other external traffic matrix. For the anchor or PGC column, can increase its content distribution matrix on a larger level.

Fourth, how to get the play upgrade

The first point, we want to build a best use of live tools for e-commerce. Last year we did a lot of things in the field of live broadcasting, in addition to the beauty function, other than the function of e-commerce consumption area is constantly being strengthened. In the future, for the anchor piece, we will consider an APP dedicated to anchors and PGCs, similar to the driver version of DDT. At the same time, the background will continue to strengthen the ability in the cloud guide desk, data disk, video editing capabilities, content placement.

Secondly, the content structure is upgraded. Now a lot of live in the introduction of goods will do short video slices, live with the combination of short video is very close together, a good live, in theory, should contain a pre-live preview, live in the interaction and live after the dissemination, and pre-live pre-live and live after the dissemination of short video is very suitable. This year, we hope to better utilize the content slicing of short videos in the content structure. Short video also naturally carries the attribute of buying while watching, so the most important piece of the content structure upgrade is that we will go to the point of live and short video linkage.

I believe that now there are many anchors have enjoyed something similar to black technology, in the live room we will have a lot of gesture recognition of the anchor. In the past, the live broadcast process, the anchor often have to say "babies, please point to the upper left corner of the attention to me", "please point to the lower left corner of the shopping bag to open to see the number of baby," the live broadcast was constantly interrupted, and gesture recognition can make the entire live script, the process of purchasing as well as interaction with fans more fluent. The gesture recognition can make the whole live script, purchase process and interaction with fans more fluent. So this year the platform will continue to make efforts in the overall gesture recognition, voice recognition, data recognition dimension.

Third, we will soon launch the VR live broadcast, the live broadcast itself is a sense of entry and interaction are very strong products, and the VR live broadcast sense of entry is even stronger. It can be imagined that if the VR live large-scale up, a lot of clothing category on the new, tide will be very real sense, and the overall feeling rate will be very high.

Fifth, how to get the commercialization upgrade

The first point is the upgrade of CPS, such as Taoist inside a live exclusive commission, we will continue to focus on this part of the commercial realization, in the overall CPS part of the strengthening.

The second point is the strengthening of the V task, this year I see a lot of trends, including brands will find a variety of PGC agencies, anchors to do live, we can do better in the future in the overall commercial cash, V task cash dimension.

The third point is the commodity pool and supply chain upgrade. We are in the process of starting or operating within the live broadcast ecosystem, anchors have their own supply chains for the acquisition of live broadcast commodities, and we hope to provide more standardized services this year. We will continue to integrate various resources within the group, including 1688 suppliers, to help anchors do upgrade.

On the basis of these three points of view around commercialization, I core want to say one thing, we hope that the anchor every time to start broadcasting, focusing on the quality of good, other things that will distract everyone's energy, the platform will gradually go to strengthen those features to better serve everyone.

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