(Source: https://pltfrm.com.cn)
Introduction
Live-streaming commerce is reshaping e-commerce in China, creating massive opportunities for brands to engage consumers. Here’s how overseas brands can effectively integrate live-streaming into their marketing strategy.
1. Understanding the Power of Live-Streaming in China
1.1 High Engagement and Immediate Purchases
Live-streaming engages consumers directly and often results in immediate purchases. Host interactive Q&A sessions and showcase products to create a sense of urgency. 1.2 Influence of Live-Stream Hosts
Hosts and influencers, particularly those with a loyal following, can drive higher engagement and sales. Partnering with local hosts can help establish credibility.
2. Choosing the Right Platforms for Live-Streaming
2.1 Taobao Live for E-Commerce
Taobao Live is popular among serious shoppers. Brands targeting conversions should focus on creating high-quality content tailored to this platform. 2.2 Douyin and Kuaishou for Younger Audiences
Douyin (TikTok in China) and Kuaishou attract younger consumers. Use these platforms for interactive, entertaining live-streams that appeal to Gen Z and millennials.
3. Crafting Engaging and Culturally Relevant Content
3.1 Highlighting Product Benefits in Real-Time
Live demonstrations that showcase unique product features work well, as consumers can see the value directly. Use scenarios relevant to daily Chinese life to enhance relatability. 3.2 Creating a Limited-Time Offer
Creating a “limited-time” offer during the live-stream drives urgency. Offering special discounts and exclusive deals can lead to higher conversion rates.
Case Study: Cosmetics Brand’s Success with Taobao Live
A well-known cosmetics brand hosted live tutorials on Taobao Live with a popular local influencer, offering exclusive discounts. The campaign saw a significant spike in real-time conversions, increasing sales by 70%.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
