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E-Commerce Live Streaming in 2021: Lessons from 2020

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

2020 Live Streaming in China: 7 Things That Made it Tick

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

Live-streaming Scams & Struggles in China

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

Six Can’t Miss Chinese E-commerce Livestreaming Platforms

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,

How have KOLs & Brands Responded to Coronavirus?

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

8 Pitfalls of Social Selling via Live Streaming in China

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

Why Does Influencer Marketing Work So Well With Chinese Consumers?

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

8 Ways E-Commerce Influencers Court Consumers in China

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

What Drives Live-Streaming Sales in China?

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

The Future Of Influencer Marketing Is In China

Influencer Marketing:  Beyond The Hype China’s influencer marketing industry is three to five years ahead of the rest of the world. The advanced functionality and integration of social media, e-commerce, and digital payment in China have enabled business models that are yet to be explored in other countries. However, global

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