Alipay announced that it has opened up Taobao Live Broadcasting and officially opened the platform’s live streaming capabilities. Merchants and mini program developers can open live broadcasts through mini programs in Alipay Life Account, which can directly jump to mini programs, receive coupons, etc., and can complete the entire process in one App.

It is understood that compared with other platforms, Alipay’s live broadcast follows the “centralization + decentralization” model of Alipay’s mini program ecology: merchants gather decentralized traffic through self-operated positions such as Life Accounts, and through support policies , you can obtain centralized traffic incentives that are magnified several times, so that your live broadcast can be displayed at the centralized entrance.

The "centralization + decentralization" model has always been the unique operating model of Alipay mini programs. The relevant person in charge of Alipay said that the centralized + decentralized operating model is like a lever. Merchants can use it to leverage centralized traffic, so that the threshold for live streaming to bring goods and services is lower and the conversion is higher, helping merchants to be more efficient. Good to achieve recovery.

At present, all enterprises and individuals only need to apply to open the live broadcast menu of the Life Account and activate the Taobao Live Broadcast anchor. After binding the Life Account backend, they can activate the live broadcast.

Alipay uses the Life Account as a self-operated live broadcast platform for merchants, and mini programs as live broadcast tools and service carriers to further improve its merchant service system. This capability has been opened to more than ten fields including education and training, transportation, urban services, life services, catering, automobiles, shopping, hotel tourism, and financial management.