Alibaba’s Taobao has established a live commerce company as part of the shopping platform’s attempt to reduce its reliance on “super hosts” such as Austin Li Jiaqi while also fending off threats from rival online retailers, reports Nikkei Asia. Operated by Taobao Live, the new company will mainly serve hosts who are new to Taobao, providing them with a “one-stop service” that includes business connections as well as marketing, inventory and financial management services. Hosts can form their own teams after a six-month “nurturing” period, a Taobao spokesperson said.
“The one-stop service model is like an incubation camp for new hosts with our investment. The project does not aim for profit but rather to cultivate a thriving live commerce ecosystem,” the spokesperson said.
During the six-month incubation period, Taobao will offer either a guaranteed minimum income or share profits with the hosts.