淘榜单：2020年商家直播白皮书

淘宝直播开播商家数量呈现递增态势，品牌商家数量超过50%通过直播获得增长，截至2019年12月，月开播商家数量同比增长接近1倍。以淘榜单为例，2019全年累计发布1770份淘宝商家直播榜单，商家直播已经达到全面爆发。商家直播的场次占比90%，成为淘宝直播最大的基石。

《2020年商家直播白皮书》主要内容：

2019年成为淘宝直播元年，直播+带货已经成为商家标配。

2019全年累计发布1770份淘宝商家直播榜单，商家直播已经达到全面爆发。

商家通过淘宝直播获得近一亿粉丝增量，90后成为直播用户的中坚力量。

淘宝直播成交渗透率逐渐提升，其中腰部商家的渗透率最高。

在所有行业中，商家直播占比最大、增速最快的是：女装、珠宝、美容护肤。

The number of Taobao live broadcast merchants has shown an increasing trend. The number of branded merchants has increased by more than 50% through live broadcasts. As of December 2019, the number of monthly broadcast merchants has increased nearly doubled year-on-year. Taking the Taobao list as an example, a total of 1770 Taobao merchant live lists were released in 2019, and the merchant live broadcast has reached a full-scale outbreak. Merchant live broadcasts accounted for 90% of the total, making it the biggest cornerstone of Taobao live broadcast.

The main contents of the "White Paper on Business Live Broadcasting in 2020":

2019 will be the first year of Taobao live broadcast, live broadcast + bringing goods has become the standard for merchants.

In 2019, a total of 1,770 Taobao merchant live lists were released, and the merchant live broadcast has reached a comprehensive outbreak.

Merchants have gained nearly 100 million fan increments through Taobao live streaming, and the post-90s have become the backbone of live streaming users.

Taobao's live broadcast transaction penetration rate has gradually increased, with waist merchants having the highest penetration rate.

In all industries, merchants have the largest share of live broadcast and the fastest growth rate: women's clothing, jewelry, beauty skin care.