A few days ago, in Taobao's live broadcast of the "Star project" conference, the new Taobao general manager of content business department, general manager, said that more than 100 stars have entered Taobao's live broadcast "Star project", including artists, actors, singers, hosts, fashion big coffee and Internet Celebrities.

In March 30th of this year, Taobao announced that it was about to start the star project. According to Xuan De, the intention of the birth of the star project is to introduce a series of cross platform, cross domain, cross identity and influential stars to join Taobao live. When stars are settled, they can not only enrich the level of Taobao's live broadcast, but also cover more scenes and areas, and explore more new ways of playing.

Taobao's live broadcast has redefined the relationship between stars and brands. Stars broadcast live by Taobao, and they can have more time to introduce products to consumers. At the same time, stars can also try and feedback products in live broadcast, so that consumers can better understand new products.

In addition, the "star endorsement" is becoming a new position of Taobao's content ecology. It can also create brand and enhance sales of products while expanding the public concern for stars. Star broadcast will become a new channel for small and medium businesses and brands in content business, and a new mode of cooperation between stars and businesses and brands.

"We think Taobao live is redefining the commercial value of stars." Xuan de believes that the ability of the star to carry goods can also be upgraded and reconstructed by the new form of the live broadcast of the electricity supplier.

The new cooperation mode between "brand name" and "star endorsement" can accurately lock the users and improve sales volume. Moreover, Xuan De also said that the live broadcast of electric business is heading for the 2 era. In the future, Taobao will broadcast more live broadcast of the content.