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{调取该文章的TAG关键词}|Can Taobao Livestream Afford to Lose its Top Influencer Viya?( 三 )


Zhang’s response was very interesting. According to Zhang, Taobao’s livestreaming ecosystem is robust because it has both top influencers and vendors doing livestreaming. Alibaba provides the platform and would not redistribute traffic in e-commerce livestream, Zhang said, stating that the ecosystem should be an open market where consumers can support whoever they want. Taobao will continue to nurture more influencers, including young livestreamers who are working for vendors, to create more livestreaming content, Zhang concluded.
Taobao Livestream has been providing support for vendors’ livestreamers and mid-sized influencers on the platform since 2020.
During the Double Eleven Shopping Festival this year, over 100,000 brands interacted with consumers through their livestreaming channels on Taobao Livestream, 43 of which achieved a transaction volume of over 100 million yuan on their livestreaming channels, statistics from Tmall show. 510 livestreaming channels boasted sales of over ten million yuan. To date, around 70% of the livestreaming channels on Taobao Livestream are run by vendors or brands on the platform.
It is apparent that Taobao does not intend to put all the eggs in one basket and relies solely on influencers to drive its e-commerce livestream business.
In the long run, the e-commerce livestream industry will become more equitable and regulated. Truly competitive e-commerce enterprises do not thrive by lowering costs from tax evasion. Influencers on e-commerce livestreaming platforms must comply with the country’s tax law in order to grow and prosper with the platforms.
Tight tax inspection might actually benefit e-commerce platforms in the long run.
(The article is translated and edited with authorization from the author @好看商业, please note source and hyperlink when reproduce. The original article can be found here.)
【{调取该文章的TAG关键词}|Can Taobao Livestream Afford to Lose its Top Influencer Viya?】Translator: Garrett Li

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