(Source: https://pltfrm.com.cn)
Introduction
Live commerce has become a dominant trend in China’s e-commerce ecosystem, combining entertainment, social interaction, and online shopping. This article explores how international brands can tap into this rapidly growing phenomenon to expand their reach and boost sales in China.
1. Understanding the Live Commerce Landscape
1.1 Platforms Leading the Charge
Platforms such as Taobao Live, Douyin, and Kuaishou dominate the live commerce scene in China. Brands can create live-streaming events to showcase their products, demonstrate features, and interact directly with potential customers. These platforms offer a rich ecosystem where brands can directly engage with millions of users.
1.2 The Appeal of Real-Time Interaction
Live commerce enables real-time engagement, creating a sense of urgency and excitement. Viewers can ask questions, participate in polls, and purchase products instantly while watching a live broadcast. This interaction creates a unique shopping experience that bridges the gap between traditional online shopping and physical retail.
2. Best Practices for Hosting Live Streams
2.1 Partnering with Influencers
Influencers and KOLs are crucial for live commerce success. When hosting live streams, brands should partner with well-known influencers who have loyal followers. These influencers not only attract viewers but also instill trust, making viewers more likely to make purchases.
2.2 Creating Compelling Content
The content of live streams should be entertaining and informative. Effective live commerce events use storytelling, demonstrations, and Q&A sessions to engage viewers. Offering exclusive discounts or limited-time offers during live broadcasts increases the sense of urgency and boosts conversions.
3. Optimizing the Live Commerce Experience
3.1 Multi-Channel Promotion
Promoting live-streamed events across multiple channels can amplify reach. Brands should leverage social media, WeChat, and even offline advertising to drive traffic to their live streams.
3.2 Ensuring Seamless Integration of E-Commerce
The shopping experience should be as seamless as possible. Incorporating clickable links or pop-up ads during the live stream that allow viewers to purchase products instantly enhances the user experience and boosts sales.
4. Analyzing Performance and Adjusting Strategies
4.1 Post-Event Analytics
After each live stream, brands should analyze viewer engagement, conversion rates, and customer feedback. This data can be used to refine future live commerce strategies and improve content and presentation.
4.2 Adapting to Consumer Behavior
Over time, brands should adapt their live commerce strategies to suit changing consumer preferences. For example, introducing interactive elements like games, quizzes, or giveaways can increase engagement and keep viewers interested.
Case Study: Li Jiaqi (The Lipstick King)
Li Jiaqi, also known as “The Lipstick King,” is one of China’s most famous live-streaming influencers. By showcasing beauty products during live broadcasts, Li Jiaqi has built a massive following. International beauty brands, including L’Oréal and Estée Lauder, have successfully collaborated with him to reach Chinese consumers. His events often see millions of viewers, demonstrating the immense power of live commerce in driving brand awareness and sales.
Conclusion
Live commerce is reshaping the way brands engage with Chinese consumers. By partnering with influencers, creating compelling content, and providing a seamless shopping experience, brands can leverage live commerce to boost visibility, increase sales, and build stronger customer relationships.
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!
