In China, e-commerce platforms and brands bet big on live commerce

China

8 min read

Mar 04, 2020

By Wang Xiao'e

Shutterstock

Retailers embrace shopping via livestreaming, where social media influencers hawk products and get rapid sales

On Alibaba's Singles' Day last year, the world’s largest annual one-day shopping event, half of the 200,000-plus big brands and merchants on B2C e-marketplace Tmall were selling their snacks, fashion wear, home appliances and more via livestreaming. The sales generated reached nearly RMB 20bn, accounting for 10% of Tmall's total sales.
Executives from the major brands, including P&G's Vice-President of Communications and Public Relations for Greater China Xu Youjie, showed up in the livestreaming studio to greet viewers and present surprise gifts.
P&G is a brand with more t...

The rest of the content is only available if you are logged in.

Edited by Bernice Tang

DATABASE

INSIGHTS

RESEARCH & ANALYSIS

FOLLOW US