The thing is like this, according to news, the mobile Taobao "guess you like" portal is expected to be switched to short videos in October, and the number of short videos of some categories of merchants is not less than 400 to get exposure during the Double 11. According to some merchants, in March this year, Taobao Xiaoer was looking for TOP merchants for various purposes to make short videos on the site one-on-one. Taking Double Eleven as a "prying point" to motivate merchants, Taobao is very serious about short videos.
The combination of short video and e-commerce is undoubtedly a strong combination. In the past, the main form of this combination was that short Fax List video giants and e-commerce giants joined forces. But now, the integration method of the two is gradually changing. Douyin and Kuaishou are both building their own e-commerce, and they are no longer willing to divert traffic only for e-commerce giants, and e-commerce giants are unwilling to be just a shelf. From the base of e-commerce to develop content scenarios, Taobao Live has proved Taobao's ability, and now it wants to expand the short video business. Can Taobao become the third pole of the "short video duo" of Douyin and Kuaishou?
Taobao's short video road In fact, Taobao’s short video ambitions have long been planted. If you're looking for an exact point in time, May 2018 is perfect. At that time, at the Taobao Merchant Conference, Jiang Fan, who was the president of Taobao at the time, said at the scene: "90% of Taobao's content will belong to videos." At that time, Taobao had already pinpointed one direction: the mode of buying while watching will be the regular shopping habit of consumers in the next few years. The clarity in this direction was discovered by Taobao in a series of short videos: In 2016, Hand Tao launched the second floor of Taobao on the homepage, and launched the short video program "One Thousand and One Nights".