Taobao remains the top platform for wine live streaming, and Tmall's Double 11 wine live streaming grew by 628%

On November 10, Tmall's Double 11 wine live broadcast set a new record. The transaction of Azhuo Tavern's live broadcast exceeded 460 million, and the transaction of Jiuxian Liangge's live broadcast exceeded 480 million. Among them, Jiuxian Liangge became the first Taobao wine anchor to exceed 1 billion in transaction. Previously, these two Taobao live broadcast rooms have set records for wine live broadcasts on the entire network many times. Within 4 hours of the Tmall Double 11 sales, they became the second and fourth Taobao live broadcast rooms to exceed 100 million respectively.

Data shows that during this year's Tmall Double 11, live streaming transactions in the liquor industry exceeded 1.8 billion, a year-on-year increase of 628%, driving the growth of domestic liquor by more than 250%. Brands such as Moutai and Wuliangye had transactions exceeding 100 million, and Langjiu and Xijiu had transaction growth rates exceeding 100%.

In addition to Azhuo Tavern and Jiuxian Liangge, more wine anchors have seen a business boom on Taobao. On November 3, Li Guoqing's first Taobao live show achieved a sales of over 100 million yuan, completing "1 small goal" and exceeding Douyin's average sales by 4 times.

After his first live broadcast, Li Guoqing said that Taobao’s investment and support for content, and the sustainable growth that Taobao Live has brought to top anchors were the main reasons why he chose to switch to Taobao Live.

Starting from June 18 this year , Taobao and Tmall's food and fresh produce industry linked up with Taobao Live and launched the "Wine and Beverage Live Campaign", targeting the top anchors on the top platforms and introducing top wine and beverage anchors including Li Xuanzhuo, Jiuxian.com, Liu Yiwei, Zheng Yun, Zui'e Niang, Li Guoqing, etc. During Tmall's Double 11, live streaming ignited the prosperity of the entire wine and beverage industry.

Industry insiders analyzed that the key to the explosion of the wine and beverage industry on Taobao and Tmall is the efficiency of the supply chain. The platform continues to build an ecological network around the world through methods such as origin tracing, combining flagship stores, merchants, and anchor ecosystems to continuously improve the resilience of the supply chain and bring more good products and good prices to wine and beverage consumers.

Data shows that the explosion of wine and beverage live streaming has also significantly increased the activity of male Taobao users. During Tmall's Double 11 period, the proportion of male users in wine and beverage live streaming rooms has climbed from the initial 20% to 65%.