Alibaba Group Holding Limited's (NYSE:BABA) Taobao has launched a live commerce company under Taobao Live to diversify its host base beyond well-known figures like Austin Li Jiaqi and to combat competition from other online retailers.
This initiative targets new hosts, offering comprehensive services, including business connections, marketing, inventory, and financial management.
After a six-month development period, during which hosts receive support such as guaranteed income or profit sharing, they can establish their teams. This strategy aims not for immediate profit but to nurture a robust live commerce ecosystem, Nikkei Asia reports.
Live commerce, a format where hosts sell products engagingly, has emerged as a growth area in e-commerce, especially as traditional retail faces challenges. It gained particular prominence during events like the Singles' Day festival, where live commerce platforms experienced a significant increase in gross merchandise value (GMV), contrasting with a slight decline in traditional e-commerce platforms.
Taobao, an early adopter of live commerce, has faced challenges due to its dependency on a few top influencers, its legal troubles, and competition from platforms like Douyin, which has seen explosive GMV growth.
Taobao Live's new company is part of Alibaba's broader strategy to revitalize its live commerce offering and maintain its competitive edge. This includes adapting to the evolving market dynamics by broadening the pool of live hosts and enhancing their support and services, thereby ensuring a dynamic and sustainable live commerce platform.
Meanwhile, Alibaba is also focusing on its overseas business, with its international e-commerce business unit, comprising AliExpress, Lazada, Daraz, and Trendyol, reporting a 44% revenue increase to $4 billion in the December quarter versus the modest year-over-year growth in its core e-commerce businesses, Taobao and Tmall Group.
CEO Eddie Wu flagged plans to invest in better user experiences, develop public cloud products, and maintain growth in international commerce.
Alibaba stock lost 23.1% last year. Rival JD.Com Inc (NASDAQ:JD) lost 51%.
Price Action: BABA shares traded higher by 1.64% at $74.35 premarket on the last check Wednesday.
Disclaimer: This content was partially produced with the help of AI tools and was reviewed and published by Benzinga editors.
Alibaba Photo by zhu difeng on Shutterstock
阿里巴巴集團(NYSE:BABA)的淘寶已在淘寶直播旗下成立了一家直播電商公司，以實現其主機基礎的多元化，超越奧斯汀·李佳琦等知名人物，並對抗來自其他在線零售商的競爭。
該計劃以新房東爲目標，提供全面的服務，包括業務聯繫、營銷、庫存和財務管理。
經過六個月的開發期，在此期間，房東可以獲得收入保障或利潤分享等支持，然後他們可以組建自己的團隊。《日經亞洲》報道，該戰略的目標不是立即盈利，而是培育一個強大的實時電子商務生態系統。
直播電子商務是房東以引人入勝的方式銷售產品的形式，已成爲電子商務的增長領域，尤其是在傳統零售面臨挑戰的情況下。它在光棍節等活動中尤爲突出，在光棍節等活動中，實時電子商務平台的商品總價值（GMV）顯著增加，而傳統電子商務平台則略有下降。
淘寶是直播電子商務的早期採用者，由於其對少數頂級影響者的依賴、法律糾紛以及來自抖音等平台的競爭，而抖音等平台的競爭也面臨着挑戰，抖音等平台的GMV呈爆炸式增長。
淘寶直播的新公司是阿里巴巴更廣泛戰略的一部分，該戰略旨在振興其直播商務產品並保持其競爭優勢。這包括通過擴大直播主持人群和增強他們的支持和服務來適應不斷變化的市場動態，從而確保一個充滿活力和可持續的實時商務平台。
同時，阿里巴巴也將重點放在海外業務上，其國際電子商務業務部門，包括速賣通、Lazada、Daraz和Trendyol，報告稱，12月季度的收入增長了44％，達到40億美元，而其核心電子商務業務淘寶和天貓集團的同比增長幅度不大。
首席執行官吳埃迪表示，計劃投資更好的用戶體驗，開發公有云產品並維持國際商務的增長。
阿里巴巴股價去年下跌了23.1％。競爭對手京東公司（納斯達克股票代碼：JD）下跌了51％。
價格走勢：週三最後一次支票中，BABA股價盤前上漲1.64％，至74.35美元。
免責聲明： 該內容部分是在人工智能工具的幫助下製作的，並由Benzinga編輯審閱和發佈。
阿里巴巴朱迪峯在 Shutterstock 上拍攝
