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This year's Tmall Double 11, Taobao Live will introduce 10000 vertical professional anchors to expand brand growth

This year's Tmall Double 11, Taobao Live will introduce 10000 vertical professional anchors to expand brand growth

News2025-09-19

Recently, Taobao Live held a Tmall Double 11 product selection event in Hangzhou. At the meeting, Meng Xin, General Manager of Taobao Live Operations, introduced that Taobao Live will invest 3 billion yuan to cover key aspects of business operations, including user growth, popular product support, influencer incentives, and store broadcast support, in order to expand brand growth.

This year's Double 11 Taobao Live will expand the coverage of "deposit free" and the scale of popular products. The platform distributes large deposit red envelopes, and consumers can receive up to "0 yuan for payment" after receiving the red envelopes. They can also enjoy multiple discounts, greatly reducing the purchase threshold. During the pre-sale period, consumers can purchase popular products in advance, making shopping decisions simpler.

This year, we will also add the "spot discount coupon" gameplay, allowing users to buy discounted products during the spot period, completing the consumption chain of the big promotion, and helping the anchor sprint GMV. At the same time, upgrading the "all network explosive product inventory", integrating high-quality explosive product data from outside the station, expanding the range of price discounts, providing broadcasters with more competitive product choices in the market, and improving sales efficiency.

At the level of influencers, the platform gathers multiple top anchors such as Li Jiaqi and introduces over ten thousand specialized influencers, forming a wide-ranging network of influencer collaborations. In addition to leveraging the explosive advantages of top anchors, we also achieve deep outreach to segmented audiences through vertical anchors, helping businesses explore incremental markets. Relying on the "Live selection AI Intelligent Promotion" system, intelligent recommendations are made based on product characteristics and the profile of the anchor's fans, effectively improving the efficiency of matching people and goods, and helping merchants efficiently link high-quality sales resources.

Taobao Live has launched incentive policies to fully support the development of influencer ecology and brand self broadcasting. For brands, operational support is provided through a commission rebate mechanism, and up to 100% commission is waived after achieving corresponding sales targets; For influencer anchors, a tiered traffic support system will be implemented, with new anchors receiving up to 30 million global traffic support. This policy helps to reduce the operating costs of businesses and broadcasters, and enhance the certainty of resource investment.

To stimulate category vitality, Taobao Live will set up a "Featured Category Day", focusing on operating high potential categories such as cultural and playful bracelets, jewelry and jade, winter fur and down. By concentrating resources to support and tilt traffic, we help vertical domain anchors accurately target high loyalty users, build private domain assets, and achieve category breakthroughs.

Let every big promotion outbreak become the starting point for businesses to accumulate user assets and build long-term competitiveness, "said Meng Xin, General Manager of Taobao Live Operations." We hope that this 3 billion investment will truly transform the 'traffic explosion' into a 'user asset explosion', and make 'long-term business' come naturally

Taobao Live adheres to the strategy of "quality inventory+professional anchors+platform guarantee" to create "quality live streaming", leading the healthy development of the live streaming industry. It not only opens up a certain growth path for brand merchants, but also sets a new benchmark for the high-quality development of the live streaming e-commerce industry.

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This year's Tmall Double 11, Taobao Live will introduce 10000 vertical professional anchors to expand brand growth