On July 6th, Taobao officially announced that Taobao Live and Diantao APP jointly released the "Taobao Live June Consumption Trend Data Report", presenting a new picture of Taobao Live's consumption in June.
Data showed that the number of overall short videos in June increased by 44.2% year-on-year, and the volume of short videos in June increased by 142% month-on-month. In June, the overall short video user views exceeded 10 billion. In June, the overall short video user browsing number increased by 163% year-on-year, and the overall per capita short video viewing time in June increased by 12.3% year-on-year. Among them, the click-through rate of Diantao short video increased by 2.21 times year-on-year, and the product sales rate from short video increased by 8.5% year-on-year, among which women's clothing, fast food, beauty, flowers, and jewelry categories contributed the most. At the same time, the number of Taobao live broadcast accounts increased by 12.4% year-on-year, and the repurchase rate was as high as 59%. The fans' desire to buy was high in the live broadcast setting in June.
Among them, there were 32 live broadcasts with over 100 million transactions, and 434 live broadcasts with over 10 million transactions. Data in June showed that Taobao Live maintained rapid growth, and self-broadcasting by merchants has become a continuous growth point for live-streaming e-commerce. Besides that, the number of live broadcasts by merchants increased by 20.4% year-on-year, and the sales of self-broadcasting by merchants increased by 21.9% year-on-year.
In addition to that, the pet category in Taobao live broadcast increased by 97.85% year-on-year. The repurchase rate of users in Taobao’s live broadcast was as high as 59%. Women born in the 1980s and 1990s are the main group in Taobao’s live broadcast. These consumer groups are more willing to stay in the live broadcast for shopping. The viewing time of women in the live broadcast is nearly twice that of men, and women prefer companionship during shopping in the live broadcast. Last but not least, the emergence of generation Z has also become the main force of growth in Taobao live broadcasts.