(Source: https://pltfrm.com.cn)
Introduction
With the growing prominence of live-streaming in China’s digital landscape, brands are increasingly using this tool to launch products and engage with potential customers. This article delves into how overseas brands can leverage live streaming to successfully introduce new products in China, creating interactive and memorable experiences for their audience.
- Real-Time Feedback and Consumer Engagement
1.1 Immediate Customer Feedback
Live-streaming allows brands to collect feedback from viewers during the launch. This instant interaction gives brands a chance to adjust their pitch or offer additional information based on consumer reactions, ultimately improving the overall customer experience.
1.2 Building Trust and Credibility
Engaging directly with the audience through live Q&A sessions or product demos builds trust and credibility. Chinese consumers, especially younger demographics, value authenticity and real-time interactions, making live-streaming an effective way to foster brand loyalty. - Incorporating Influencer Collaborations for Greater Reach
2.1 Partnering with Popular KOLs
Key Opinion Leaders (KOLs) have significant influence over Chinese consumers. By collaborating with well-known KOLs, brands can increase visibility and drive traffic to their live-streamed product launches. KOLs can help amplify the brand’s message and bring credibility to the event.
2.2 Co-Hosting with Influencers
Brands can co-host live streams with influencers to reach a wider, more engaged audience. This partnership allows influencers to showcase their personal connection to the product, making the event feel more organic and relatable. Their endorsement provides an additional layer of trust that encourages viewers to consider making a purchase. - Interactive Features That Enhance Viewer Participation
3.1 Live Polls and Surveys
Engaging viewers through live polls or surveys adds an interactive element to the broadcast. This allows viewers to participate in the launch, providing immediate input on product features, designs, or even pricing, which makes them feel more invested in the product.
3.2 Exclusive Content for Live Viewers
Offering exclusive content or bonuses to viewers who tune in to the live stream, such as behind-the-scenes footage or early-bird discounts, incentivizes viewers to attend and stay engaged throughout the broadcast. - Post-Event Analytics and Strategy Refinement
4.1 Analyzing Engagement Metrics
Post-event analytics are crucial for understanding the effectiveness of live-streaming campaigns. Brands can analyze metrics such as average viewing time, click-through rates, and conversion rates to assess the success of the product launch.
4.2 Continuous Content Improvement
Insights gained from analyzing viewer behavior during the event can be used to refine future content. For instance, if certain types of demonstrations or product features received more attention, brands can prioritize those elements in future live-streamed events to increase engagement. - Case Study: L’Oréal’s Virtual Product Launch on Taobao
L’Oréal’s launch of a new skincare product on Taobao Live combined the power of influencer partnerships, real-time product demonstrations, and audience engagement. The event featured well-known beauty influencers who demonstrated the product’s features and interacted with viewers. By offering exclusive promotions during the broadcast, L’Oréal not only increased product awareness but also generated significant sales during the live-stream session. This approach successfully engaged a large number of potential customers and increased conversions significantly.
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 and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
