One year on from the onset of the COVID-19 pandemic, it’s still difficult to evaluate what the long-term impact of the coronavirus will be in terms of reshaping consumer behavior and transforming the way brands market themselves to the public. Some of the tactics brands used at the height of
Live streaming in 2020 was already a huge business particularly in e-commerce, but the COVID-19 pandemic only caused the format’s stock to rise to new heights. When stores were shuttered and in-person activities ground to an abrupt halt in China from late January and into the spring, brands turned to
Live streaming is still the hottest trend in Chinese social media, particularly in KOL-driven e-commerce. But relatively speaking, the industry is still in its infancy, with room for growth and many new live streamers knocking at the door. Brands are excited by the genre’s possibilities and figuring out the best
The allure of live-streaming e-commerce in China is undeniable, and the COVID-19 pandemic only amplified the trend. The format has exploded in popularity across all customer segments and demographics. Essentially, every major social platform now has live-streaming features with seamless e-commerce integration. Most brand marketers are salivating because star live-streamers are claiming to sell thousands
Chinese e-commerce livestreaming platforms are on fire. On the evening of April 1st, while Viya sold a rocket – yes, a space rocket – on a Taobao livestream, Smartisan CEO Luo Yonghao hosted his first livestream e-comerce sale on Douyin. Luo’s three-hour livestream racked up RMB 110 million in sales,
China is gradually going back to work, but the impact of the Coronavirus (COVID-19) outbreak has left the country reeling. Throughout this sensitive period, KOLs and brands have had to adopt cautious strategies. Most importantly, marketers have had to be careful to use an appropriate tone. Anything that looked or
A good portion of social selling energy is now focused on live streaming in China. Brands are lining up to collaborate with top live streamers like Viya (Huang Wei) and Austin Li Jiaqi. Those endorsements come with a heavy price tag, so are these expensive campaigns worth it? The informed
When marketers and brands come to China, they're often blown away by the record-breaking numbers that always seem to be in the headlines for influencer success stories. From live-streaming phenom Viya helping Kim Kardashian sell out of 15,000 KKW fragrances in just five minutes, to beauty influencer Li Jiaqi selling
For most brands, e-commerce influencers are the gatekeepers to e-commerce success in China. Marketing teams can try to go it alone, combining content with community building to draw traffic to their own channels, but many will find their attempts yield disappointing returns. KOLs, on the other hand, give a brand
Just as China sets the world's pace in e-commerce, it's doing the same for live streaming. Live streaming in China is the “go-to” option for Chinese consumers when seeking out new products and deciding on what to buy. While it is an essential part of consumer awareness, live streamers can also become PR nightmares. Today