TVB garners sales of $RMB23.5m through first live commerce show with Taobao Live

TVB has garnered sales of $RMB 23.5m in just six hours of the debut of its first livestream shows done by its subsidiary company TVBC and Alibaba-owned live-streaming platform Taobao Live.

According to an official release, the first livestream show featured TVB actress Sharon Chan feeding actor Chen Hao abalones and other expensive seafood. The duo also promoted beauty products and cosmetics by relating to their collaborated drama "胭脂水粉". Through TVB's brand influence and the appeal of its popular artists, it drives huge online traffic and purchasing power, and promotes products to target customer groups. The livestream broadcast has gathered over 3.2 million viewers, and number of viewers at peak exceeded 4.85 million. 

Furthermore, TVB broadcast the programme "鄰住買特約：獎門人Ladies First感謝祭" on 3 March, which directly promoted the sales growth of the eCommerce platform 鄰住買Neigbuy. The total sales of the eCommerce live broadcast "鄰住買獎門人Ladies First 感謝祭直播室", which was held for three consecutive days in March, reached $HK 6.5m, the number of viewers was close to 88,000, the order number was as high as 23,384. The entire Thanksgiving Festival brought sales of up to HK$ 8m to 鄰住買Neigbuy, with more than 42,000 orders and nearly 30,000 customers who placed orders.

This came as TVBC, a subsidiary of TVB, has reached an intent of cooperation with Taobao to jointly conduct at least 48 eCommerce livestreaming broadcasts in the coming year, which are expected to generate tens of millions of revenue for the company.

The first eCommerce livestreaming broadcast hosted by a number of TVB artistes was taken place on 7 March via the official eCommerce account “TVB識貨” operated by TVBC. By leveraging the substantial traffic on Taobao, TVB will create new and entertaining experiences for online shoppers through real-time interaction with our artistes. Monetising content marks an important milestone in the live commerce journey of TVB.

Peng Ming Ye, president of TVBC said, “We are glad to achieve this intent of cooperation with Taobao. Live commerce has become a new norm in consumption in this ever-changing era of eCommerce. TVB has achieved satisfactory results with its active investment in eCommerce and supply chain business cooperation. As Taobao is the largest digital retail platform in China, we believe that such cooperation will further enhance TVB’s strategies of eCommerce business in mainland China, with a target to gain a larger share among the huge live commerce industry.”

Meanwhile, Doyle Cheng, general manager of Taobao Live said, “TVB has a wealth of talented artists and robust content production capabilities, which has served as a reliable source of high-quality Hong Kong dramas that have defined the collective memories of generations of audiences. Taobao Live has been strengthening its content offering by adopting a model that drives both transactions and content creation, which has attracted many celebrities to join our livestream platform. Partnering with TVB is a testament to the strong momentum of our new model. We believe this will be a win-win collaboration through the opportunity to transform viewership into purchasing power.”

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