Taobao Sets Up Live ecommerce Company
This service is mainly aimed at “novice players” who are new to Taobao, helping them quickly get started and adapt to the Taobao ecosystem.
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Taobao announced the establishment of a live ecommerce company to provide fully managed operational services for celebrities, KOLs, and MCN agencies entering Taobao to start live streaming.
Zhuang Shuai, founder of Bailian Consulting, said, “Taobao and Tmall Group established this company primarily to address two issues in the fiercely competitive platform landscape, which are also core demands of Taobao Live: firstly, Taobao needs to quickly cultivate more high-quality live streamers to drive platform development, and secondly, these high-quality anchors need to stay on the platform more steadily.”
“Relying solely on third parties to cultivate super anchors is inefficient and lacks stability, while the Taobao and Tmall team is more familiar with the platform than third-party MCNs and has more autonomous ability to match platform resources for anchors. This way, anchor stability is stronger, and the connection with the platform is closer. “However, at the same time, Taobao still needs to balance the platform’s ecosystem and maintain a fair competitive relationship with independent anchors and third-party MCN companies,” Zhuang Shuai added.
According to Taobao, this service is mainly aimed at “novice players” who are new to Taobao, helping them quickly get started and adapt to the Taobao ecosystem.
