淘宝将上线打赏功能！

2023-06-17 16:00:45 来源：鱼爪网服务

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虽然咱们中国老百姓没有给小费的观念，但是随着各类外卖APP“打赏”功能的上线，不少服务态度好的外卖员或多或少都能得到一点“小费”。如今这个“打赏”的功能也将被引入淘宝直播了，估计淘宝直播的部分主播，收入又要增长了。

淘宝直播上线“打赏”

近日有多个直播公会负责人透露，淘宝直播将于6月中旬上线“礼物”功能，也就是我们通常说的“打赏”。

知情人士还表示，打赏功能会先在“点淘”开通，随后在淘宝平台上线。

虽然淘宝直播方面暂未对该消息进行回应，但其上线打赏功能的可能性很高。

今年2月底，淘宝上线了《优质内容激励政策》，给予补贴招募主播及公会。今年3月以来，已有超1万名内容主播入驻淘宝。有主播开播不到一个月，收益就超过100万元，其中直播带货收入只占到5000元，超90%都是平台给的"内容激励奖金"。

这个奖励模式，谁看了能不心动？连续上播22天还能拿全勤奖！不过这都是前期吸引主播们积极开播的办法，淘宝新发布的《优质内容激励政策》显示，大家最关注的保底奖励已经被取消了。

原因其实也很简单，如果没有稳定的变现渠道，即使给予内容主播再多的流量也很难留住人，甚至还有可能影响到平台内原有电商主播的流量。

“打赏”与淘宝的适配性？

经常玩儿直播的朋友都知道，如今头部的直播电商平台，如抖音、快手等，原有的直播生态都包含打赏功能。淘宝直播因为直播带货的属性比较强，也就迟迟没有开通类似功能。

也许是感受到了想要留住真正有流量的主播，必须拓宽他们的收入渠道，于是淘宝内部提出：相比GMV的增长，今年更重要的是DAU的增长。而淘宝确立的五大战略，也包含“直播”和“内容化”。

用娱乐化的内容去吸引观众，说不定这条路也能在淘宝闯出一番新的天地，某天人们打开淘宝直播，不是为了买点什么，而只是喜欢某一位主播。从事直播事业的人群正在以前所未有的速度壮大，淘宝的加入无疑给更多人表演的舞台。

理想总是很丰满，但是现实的问题大家也必须看到，打赏功能的上线确实可以起到很多的积极作用。但同样不容忽视的一点是， 外界对于“直播打赏”的态度至今仍是褒贬不一。

不少主播为了直播间的热度和赏金，炒作、雇佣水军刷礼物、宣传“刷礼物抽奖”等手段，暗示、诱惑、鼓励用户大额“打赏”，引诱未成年用户“打赏”或以虚假身份信息“打赏”，这些行为一直以来都难以得到有效的制止。

需要进一步加强监管

直播产业快速发展的这几年，我们不难看出：业内仍有很多规范、监管问题亟需完善和落实，如何在平台监管和规范化进程中获取更多增长点，是淘宝"打赏"正面临的难题。

观众们更愿意看到的是丰富多彩的文化产业和舞台，而不是榜一大哥们倾家荡产的新闻，希望平台们能够越做越好，真正有才华的主播能够崭露头角。

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