Mobile Taobao Launches Shopping-focused Interactive Video Feature
I.wshang.com, 5/12/16
Mobile Taobao, the Chinese mobile app operated by Alibaba Group's (NYSE: BABA) C2C e-commerce site Taobao, recently launched a new "Taobao Zhibo" ("Taobao Live Broadcast") function.
Taobao Zhibo allows users to view video feeds from other users or merchants, and "like" or chat with the host during the session. When watching a live feed, users can view products a broadcaster has recommended and add the goods to their carts.
Users can choose from a number of different categories of broadcasts covering childcare, beauty, food, sports, and health products.
Taobao Zhibo is positioned as a consumer-oriented video feed. Approximately 80% of users are women and the most active viewing time is being 20:00 and 22:00 each evening, which is also when users are most likely to place an order.
Taobao Zhibo began operating in March 2016 and over 10 mln mobile users have already watched videos through the function. More than 1,000 Taobao accounts have broadcast videos through Taobao Zhibo and the function currently runs nearly 500 video sessions daily. More than half of Taobao Zhibo viewers were born after 1989.
Keywords: m-commerce Taobao wireless Alibaba Group interactive video BABA Mobile Taobao mobile application
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