Taobao Live has generated a total of 200 live broadcast rooms with a transaction value of over 100 million yuan in 2022

Taobao's new anchors and mid-waist anchors have ushered in sustained rapid growth this year.

It is reported that from May to September 2022, the monthly turnover (GMV) of Taobao waist anchors will maintain a year-on-year increase of more than 50%. In addition, between October 1st and 9th, under the superposition of the consumption enthusiasm of Li Jiaqi's rebroadcast, the turnover of waist anchors even achieved a 3-digit growth.

From the perspective of the specific anchors, in the first 9 months of this year, Taobao Live has accumulated nearly 200 live broadcast rooms with a turnover of over 100 million yuan. Among them, there are many such as Lieer Baby, Timor Little Crazy, Hu Ke, Huhu As for the core waist anchors, there are also new generation live broadcast rooms such as Bee Surprise Club and Shiitake Mushroom. They have been stationed in Taobao Live for the shortest 7 months, and they have achieved such results.

In addition to the significant increase in the transaction scale, consumers also showed a high degree of attention and stickiness to Taobao's mid-waist anchors. Entering the end of September and the beginning of October, the average viewership of Taobao’s mid-waist anchors continued to grow. Among them, anchors such as Oda Tia and Xiao Xiaomai Corn saw their average viewing jumped from 2 million per game to 3 million per game. The three major matrix live broadcast rooms of Bee Surprise Club, Bee Wish Club and Bee Joy Club have accumulated an average of 15 million views per game.

Figure / The cumulative view of the bee series live broadcast room has reached 15 million

In addition to the rise of waist anchors, new generation anchors such as Yili Xiaoshazi, Hui Gelai, Chao Ran, etc. have also brought a steady stream of new power to the platform. Yili Xiaoshazi’s Taobao live broadcast room shows that its current number of fans is close to 700,000, the stable audience is close to 2 million per game, and the highest single product brand turnover has reached 1 million yuan. Chao Ran's Taobao live broadcast room shows that its current number of fans has exceeded 2.3 million, and the stable audience is close to 1 million per game.

Figure / Yili Xiaoshazi's Taobao live broadcast room

Photo/Chao Ran's Taobao Live Room

The rise of Taobao's new anchors and mid-waist anchors also marks that Taobao's live broadcast content and talent ecology have maintained a good development trend. According to public information, Taobao Live has successively launched 4 anchor policies this year, including the New Pilot Program, the Lighting Alliance, the Super New Coffee Program, and the Yuanli Program. The goal is to double the transactions of 2,000 accounts and the annual transaction of 5,000 store broadcasters. Over 10 million, and cultivate 100 content accounts with over one million fans.

At 8 p.m. on October 24th, this year’s Tmall Double 11 pre-sale will officially start, and pre-sale watching live broadcasts is the most economical and worry-free way for consumers to participate in Tmall’s Double 11 every year. According to industry insiders, with the rise of Taobao Live's waist anchors and new-generation anchors, and Li Jiaqi's re-broadcast at the end of September, it will further stimulate the growth of Taobao Live's GMV and user activity.