店播的重点不在“播” 在“店”

This article concludes that Taobao in-store live streaming has become a core operational阵地 for established brands, and its core value lies in the "store" rather than the streaming itself—it is far more than just a direct sales tool.

1. Key industry data: During this year's 618 shopping festival, the number of Taoboba brand in-store live streaming rooms with over 100 million yuan in transaction volume saw double-digit year-on-year growth, and the transaction volume of core brands' in-store live streams also grew double digits year-on-year. Multiple brands including ASUS, Comfy, and PUMA even saw their in-store live stream transaction volume double.

2. Actionable insights for different brand types: Premium brands can build in-store live streams as an online extension of their offline counters, replicating offline in-store experiences for brand presentation. For high-ticket products, brands can build consumer trust through scenario demonstration and transparent after-sales policies. For complex products, plain-language explanations can lower consumers' understanding barriers.

3. Recommended operating approach: Instead of focusing solely on short-term GMV, brands should position in-store live streaming as a long-term digital operational阵地 for sustained brand development. Consistent long-term investment will deliver natural, sustainable growth.

This article analyzes a new trend in modern brand operations: established brands are shifting Taobao in-store live streaming from a pure sales channel to a core阵地 for end-to-end brand operation, with a wealth of actionable proven practices.

1. Current industry trend: Consumers are no longer satisfied with shopping via static product images. They increasingly demand immersive brand experiences, professional product explanations, and credible endorsements. Taobao in-store live streaming connects brands' store inventory and membership systems, helping brands build and retain their owned user assets.

2. Tailored strategies by brand positioning: Premium brands can use in-store live streaming as an online extension of their offline counters, using it as a阵地 for new product launches and to communicate brand identity. For high-ticket products, scenario demonstration and transparent after-sales policies can eliminate consumer concerns. For complex technical products, accessible deep dives can lower barriers to purchase decisions.

3. Performance and strategy guidance: Multiple case studies confirm that in-store live streaming boosts new customer acquisition, repeat purchase rates, and cross-selling conversion. Brands should operate in-store live streaming as a long-term strategic阵地, rather than chasing only short-term transaction results.

This article analyzes the new growth opportunities unlocked by Taobao in-store live streaming, outlines clear strategic directions for different types of sellers, and highlights common pitfalls to avoid.

1. Current growth landscape: The Taobao in-store live streaming ecosystem has fully matured. Both the number of in-store live streaming rooms with over 100 million yuan in transaction volume and the total transaction volume of core brands' in-store live streams have posted double-digit year-on-year growth. In-store live streaming can capture public domain platform traffic, which in turn drives organic traffic to the core store, creating a positive flywheel between live streaming and traditional store shelf operations.

2. Tailored playbooks for different sellers: Regardless of whether you sell premium apparel, high-ticket home goods, or complex consumer electronics, you can build effective in-store live streaming aligned with your product characteristics to directly address consumer pain points around experience, trust, and product understanding—all without competing solely on price.

3. Risk warning: Do not treat in-store live streaming as a quick money-making promotional tool or fixate exclusively on short-term GMV. Position it as a long-term digital brand阵地 from the very start, set clear operational standards before chasing growth, and consistent long-term investment will deliver sustained, stable revenue growth.

This article outlines new industry trends for Taobao in-store live streaming, delivering key insights for factories that are building their own brands and advancing digital transformation.

1. New business opportunity: Taobao in-store live streaming has become a core阵地 for both brand transaction and brand building. Factories building owned brands do not need to rely exclusively on influencer live streaming or high-cost paid traffic acquisition. They can build their own low-cost operational阵地 directly through in-store live streaming to communicate with consumers and build brand recognition.

2. Product-side insights: In-store live streaming allows factories to intuitively showcase product design, materials, craftsmanship, and functionality. A factory's core strengths in product quality and technical expertise can be communicated directly to consumers far more effectively than static product detail pages, helping factory products win consumer recognition faster.

3. Digital transformation insights: In-store live streaming is a digital translation of offline service experiences. Factories' traditional offline experience advantages can be transferred online via in-store live streaming, covering the full consumer journey from product discovery to repeat purchase to build long-term owned user assets. This path has already been validated by multiple successful brands.

This article clearly maps new development trends in the live streaming e-commerce industry, identifies core pain points for brand merchants, and outlines clear strategic directions for service providers.

1. Industry development trend: After the end of the live streaming e-commerce traffic红利, the core brand operation logic has shifted from pursuing one-off transactions to long-term owned user asset accumulation. Taobao in-store live streaming, which connects brand store inventory and membership systems, has become a core operational阵地 for established brands, with its market size continuing to expand. During the 2023 618 shopping festival, the number of in-store live streaming rooms exceeding 100 million yuan in transaction volume grew double digits year-on-year.

2. Core pain points for brand merchants: Traditional e-commerce store shelves cannot fully deliver brand experience; high-ticket products struggle to build consumer trust; complex product parameters are difficult for consumers to understand; and third-party external live streaming does not help brands build their own owned user base.

3. Strategic business opportunities: Service providers can support brands to build tailored in-store live streaming strategies aligned with their brand positioning. This includes building online counter-style scenarios for premium brands, designing transparent service processes for high-ticket brands, and building long-term in-store live streaming operation systems, rather than only providing short-term volume-driven live streaming services.

This article explores brand merchants' demand for a mature in-store live streaming ecosystem from the merchant perspective, demonstrates the advantages of a fully developed in-store live streaming ecosystem, and provides actionable reference for platform operation and development.

1. Core merchant demand for platforms: Today, established brands no longer only prioritize one-off traffic acquisition. Instead, they need a live streaming阵地 that connects to their owned stores and enables the accumulation of owned user assets, as well as an ecosystem that integrates live streaming with shelf e-commerce and membership systems to meet the needs of long-term brand operation.

2. Reference for successful ecosystem design: Platforms can learn from Taobao's model by matching in-store live streams with accurate organic recommendation traffic, integrating in-store live streaming data with store search weight and membership systems, enabling traffic from live streaming to be accumulated as owned brand assets and creating a positive cycle of sustainable operation.

3. Guidance for operation and merchant recruitment: Platforms can specifically target established brands to encourage in-store live streaming布局, provide traffic support for in-store live streams, improve full-journey ecosystem infrastructure, and guide brands to adopt a long-term operation approach. This avoids excessive price competition, improves the overall operational quality of the platform, and delivers sustained growth for both the platform and its participating brands.

This article outlines new developments in the live streaming e-commerce industry and proposes an updated business model logic for in-store live streaming, offering high reference value for industry research.

1. New industry development: After the early traffic红利 period, live streaming e-commerce has entered a stage of brand-focused deep cultivation. Established brands are gradually shifting from relying on external influencer live streaming to building out their own in-store live streaming. Taobao in-store live streaming has become the core lever for brands' omni-channel operation, and maintains rapid market expansion. During 2024 618, the number of in-store live streaming rooms exceeding 100 million yuan in transaction volume achieved double-digit year-on-year growth.

2. Innovative business model logic: Unlike the content platform live streaming model that relies on content to attract traffic, Taobao in-store live streaming operates under an "integrated store-streaming" model. It connects store inventory and membership systems, positions live streaming as an extension of the in-store shopping experience, and retains the entire consumer journey from product discovery to repeat purchase within the brand's owned operation system. This addresses the longstanding industry pain points where live streaming traffic is not retained and users are difficult for brands to keep.

3. Future industry direction: Brand live streaming is shifting from prioritizing short-term GMV to building long-term owned user assets and brand trust. Brands that invest consistently in in-store live streaming achieve sustained revenue growth, and this is set to become the mainstream development direction for the industry going forward.