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After two months of trial operation, “Taobao Live†was formally launched. At present, women are absolutely dominant. They support the “see and buy†function, allowing users to directly order merchandise that they recommend without leaving the broadcast. , Daily live broadcasts nearly 500 games, more than half of the audience is 90. 
Is it different from traditional TV shopping? Do Taobao's live broadcasts seem to open up new doors for TV shopping, become an upgraded version of TV shopping, interact more, and make it even more virulent among viewers? The shopping psychology of "Everyone buys me but also buys" is at its best.
Why live broadcast favored by the public
Now that online live broadcast platforms have emerged rapidly, several major internet giants are optimistic about online live broadcasts. Why live online can be popular, live broadcast platform can be roughly divided into two types of game live broadcast and beautiful live. The main audience for this kind of live broadcast platform is young men, and the Taobao launch of the shopping broadcast is aimed at the female population. The live broadcast platform captures the boring and curious consumer psychology of the users, especially the hunter psychology of male users. Of course, a large number of beauties on the live broadcast platform, or beauty shopping guide. However, there are obvious flaws in the live broadcast platform, that is, some female anchors earn their eyeballs for the sake of name and profit, and live large-scale content.
Live shopping captures the user's psychology
The main consumer groups of Taobao and Tmall are still young women. They can watch while watching the live broadcast, which is undoubtedly not a kind of enjoyment and experience. However, most male users do not have an interest in shopping. As with TV shopping, they must hire celebrities to participate in the live broadcast so that they can quickly catch the audience's attention. Shopping Live has its own advantages. It can introduce products more vividly and vividly. In fact, it is similar to the video introduction products, but the live broadcast can allow viewers or customers to participate. One of the major drawbacks of online shopping is the inability to see physical objects. Taobao Shopping can only measure the quality of products based on reviews and sales.
Taobao live can get user recognition
After all, Taobao Live is a live broadcast of a marketing nature, and consumer instinct is a hard-to-implantation advertisement. Therefore, the live stream of shopping must be increased in terms of entertainment. Not many users are willing to watch television advertisements all the time. The requirements for the live host are relatively high and have a certain style of hosting. It is difficult to attract viewers or potential customers. Which online store's products can be advertised on the live video, Taobao has launched an advertising model, which is similar to the Taobao train. There is a lot of traffic to the store, but the specifics of how to charge it are still unknown. Taobao has opened its head and other e-commerce platforms will follow.
Perhaps the era of the whole people's live broadcast has come. Like a self-portrait, it is not a bad idea to broadcast live their own lives. However, if live content does not have any real value, I am afraid that such a live broadcast platform cannot survive. Therefore, the live broadcast platform still needs to create high-quality content so as to gain long-term user acceptance.
At present, smart TVs cannot yet experience the fun of Taobao shopping, but we also have other more convenient and mature shopping channels. For example, CIBN Global Buy, Oriental Shopping and other TV applications can provide all kinds of purchases, smart TV users recommend download sofa butler search and shopping applications, rest assured purchase, affordable purchase. 
TV shopping new tricks: "Taobao Live" on the line to see when buying will become a fashion?
Taobao also plays live, and has seen tremendous success while watching the broadcast model. It is strongly supported by the female groups after 90. In this context, TV shopping seems to smell a new machine. How should the future TV shopping develop?