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...
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...
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