There’s no denying that live-streaming is here to stay.
In the fashion industry, many brands have hopped onto the latest online trend of live-streaming in China, which is a way of selling directly to customers through live videos. Similarly, due to Covid-19, shopping mall shut-downs have forced brands to turn to online channels. Taobao and Douyin saw the number of live-stream sessions on their app doubled — a sign that brands were relying more on live-streaming to reach customers.
The prospect of live-streaming in China has attracted luxury brands that have traditionally been cautious about e-commerce avenues. Louis Vuitton’s recent live-stream debut on the popular social e-commerce platform Little Red Book shows how luxury brands are happy to try out this new type of shopping experience.
Meanwhile, the beauty industry has also been undergoing a transition that features live-streaming.
The "eCommerce + live-streaming” model has been on the rise. After Taobao’s Mushroom House channel - which saw investment in nurturing live-streaming influencers - showing great growth, NetEase Kaola, Douyin, and Kuaishou also caught up with the trend. China’s live-streaming eCommerce market reached RMB 961 billion last year, according to TMO Group.
Furthermore, The Drum showed that live-streaming in China has exploded in recent years with more than 200 Chinese platforms boasting the feature. With many industries and brands investing in video marketing, tech giant Wechat incorporated live-streaming into its short video feature Channels last year. As WeChat has more than 1.1 billion Monthly Active Users (MAU), WeChat Channels have a super large scale of traffic, so most of the big brands that operate in China have been setting up accounts on WeChat Channels to seize the opportunity of video marketing. For overseas brands entering the Chinese market, the most important function of WeChat Channels is to bring more traffic to the brand and reach more target groups.
Thus, for those who want to expand business in the Chinese market, video marketing has always been important. If you want to establish or strengthen your position in China, please contact Comms8 and we will help you open the door to the Chinese market with personalized digital marketing solutions.
Source: WeChat Channels
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