Inhouse livestreaming: Why Brands create their own livestreaming in China ?
Posted: Mon Jan 06, 2025 6:14 am
Why Brands want to become their own KOL?
Why they want to do livestreaming in China?
To avoid to depend on KOL
To avoid to pay fees to these livestreamer that are more and more expensive
To create loyalty to customers
Create quality Show
To create brand awareness
Livestreaming – E-Commerce in China
E-Commerce Livestreaming Growth in China:
Livestreaming contributed to over 10% of China’s total online albania telegram number retail sales in 2023.
Predicted to rise to 24.3% by 2024, as per iResearch data.
Major Players Leveraging Livestreaming:
E-commerce giants like Alibaba and JD are utilizing livestreaming.
Short video platforms such as Douyin and Kuaishou are also significant contributors.
Market Dynamics:
Currently, e-commerce platforms dominate livestreaming.
However, Douyin and Kuaishou are rapidly gaining ground.
There’s a shift in Chinese consumer behavior and shopping preferences.
Platform Differences in Livestreaming:
E-commerce sites (e.g., Tmall, JD) focus on intentional shopping.
Livestream sales depend on store or brand traffic.
In contrast, Douyin primarily aims to drive sales through impulse buys.
Operational Variations:
Tmall store livestreamers operate leanly, often working solo.
Douyin’s livestreamers generally require a team of about three for support tasks.
Douyin vs. Kuaishou in Livestreaming:
Douyin leads over Kuaishou in gross merchandise value (GMV) targets.
Kuaishou focuses on a consumer-to-manufacturer (C2M) model, building e-commerce based on social trust.
Douyin incorporates more social media features.
User Engagement and Strategy:
Kuaishou bonds strongly with users, popular in lower-tier cities.
Douyin and Kuaishou are adapting strategies from each other to enhance their e-commerce ecosystems.
Why they want to do livestreaming in China?
To avoid to depend on KOL
To avoid to pay fees to these livestreamer that are more and more expensive
To create loyalty to customers
Create quality Show
To create brand awareness
Livestreaming – E-Commerce in China
E-Commerce Livestreaming Growth in China:
Livestreaming contributed to over 10% of China’s total online albania telegram number retail sales in 2023.
Predicted to rise to 24.3% by 2024, as per iResearch data.
Major Players Leveraging Livestreaming:
E-commerce giants like Alibaba and JD are utilizing livestreaming.
Short video platforms such as Douyin and Kuaishou are also significant contributors.
Market Dynamics:
Currently, e-commerce platforms dominate livestreaming.
However, Douyin and Kuaishou are rapidly gaining ground.
There’s a shift in Chinese consumer behavior and shopping preferences.
Platform Differences in Livestreaming:
E-commerce sites (e.g., Tmall, JD) focus on intentional shopping.
Livestream sales depend on store or brand traffic.
In contrast, Douyin primarily aims to drive sales through impulse buys.
Operational Variations:
Tmall store livestreamers operate leanly, often working solo.
Douyin’s livestreamers generally require a team of about three for support tasks.
Douyin vs. Kuaishou in Livestreaming:
Douyin leads over Kuaishou in gross merchandise value (GMV) targets.
Kuaishou focuses on a consumer-to-manufacturer (C2M) model, building e-commerce based on social trust.
Douyin incorporates more social media features.
User Engagement and Strategy:
Kuaishou bonds strongly with users, popular in lower-tier cities.
Douyin and Kuaishou are adapting strategies from each other to enhance their e-commerce ecosystems.