- Brief: AliExpress’ Live was first launched in 2017, but at that time the model of live streaming with goods had not yet exploded, and graphics were still the main form of product information. It was not until 2019 that the live-streaming model exploded in China, coupled with the sudden outbreak of the global new crown epidemic in 2020, that overseas live-streaming became more popular. The new global crown epidemic in 2020 has gradually awakened the germ of overseas live streaming with goods.
- Type of live streaming: Live streamings are mostly based on fashion wear, model shows, digital reviews, jewellery displays and demonstrations of home appliance functions.
- Live streaming mode: can be divided into four categories: merchant self go live, da person go live, institutional go live, and platform-based professional content.
AliExpress live streaming mechanism:
- Create a live room: the seller can create a live room themselves and then give the link password or mobile QR code to the arrivals for them to live on time, or the arrivals can create a live room themselves and the merchant will give the arrivals the products, announcements and coupons that need to be added to the live room. 2;
- Live recording is not supported, but users can download and capture the entire video.
- AliExpress Connect’s seller self-live model: it is supported by official traffic from the platform at no cost.
In March 2017, the live streaming service of AliExpress Live went online. In the same month, live streamings from eight countries, including Russia, Spain and France, were featured on AliExpress Live
In July 2019, AliExpress Connect, a live mission platform, was launched to accelerate KOL incubation. On the platform, KOLs from all over the world can work with AliExpress and brands on the platform to create original content, including graphics, short videos and to help brands sell their products as well as bring in new users to the platform and ultimately get paid. The platform is designed to help brands sell their products and bring new users to the platform, ultimately earning them compensation and rewards. Selling There are no fees for both merchants and talent.
In September 2020, the first global cross-border e-commerce live streaming base of SFT was established in Xuchang, Henan Province in China. The live base covers an area of about 3,600 square metres and is divided into four areas: product selection centre, live streaming centre, brand centre and training centre, which can accommodate more than 100 merchants and 20 presenters, while 20 live streaming rooms can be opened. After its establishment, the base can carry out at least 100 live broadcasts every month.
In October 2020, the world’s first live real-time translation service was launched. Backed by Dharma Institute AI translation technology, the service currently supports text translation in 18 languages and can reach almost all users worldwide. The purchase conversion rate of translated live streamings during the peak of Double 11 was 300% higher than that of non-translated live streams, and 65% of current AliExpress’ merchants rely on Ali’s AI translation capabilities to start their live streams.
As of December 2020, the number of presenters on the Sizzle platform has quadrupled, and the share of total GMV generated by live streamings has increased tenfold. The platform’s ecosystem now includes more than 100 MCNs, thousands of presenters and tens of thousands of influencers. In the first half of this year, the social strategy has brought 2.5 times more user growth than the whole of last year.
