In recent years, live streaming in China has become a popular method for beauty brands to connect with their target audience.
Live streaming has emerged as a powerful tool for beauty brands in China, allowing them to engage with their target audience in an interactive and dynamic way. Platforms like Douyin (TikTok) have become essential for brands to demonstrate their products, interact with customers, and even collaborate with influencers to broaden their reach. By embracing live-streaming apps, beauty brands can effectively market their products to a vast and engaged audience, fostering trust, addressing customer inquiries, and cultivating a sense of community. This, in turn, leads to increased sales and brand loyalty.
Overview Of Chinese E-commerce Landscape
The Chinese e-commerce landscape is experiencing rapid growth, fueled by the expanding market size and the explosive development of the beauty industry. With over a billion internet users and 850 million mobile users, China offers enormous opportunities for brands to promote their products online. Various e-commerce platforms have emerged, making it easier for beauty brands to penetrate the Chinese market. The Chinese e-commerce sector is projected to reach $3 trillion by 2024, accounting for more than 60% of total retail sales in the country. Notably, the middle class’s consumption and e-commerce sales are growing at an impressive rate of over 17% annually.
Who Are The Online Shoppers In China?
Online shopping has surged in China, with over 842 million individuals regularly purchasing through digital platforms. This growth is attributed to widespread internet and smartphone usage, especially among the youth. Young Chinese consumers often favor foreign brands for their perceived quality and distinctiveness. The middle-class shoppers, particularly in the personal care products sector, are also contributing to this growth. Chinese consumers heavily depend on social media influencers for product reviews and live commerce sessions on platforms like Taobao.
Live Streaming Industry
China’s live-streaming industry, known for its lively and competitive market, has seen remarkable growth. With a vast population of internet users and a thriving e-commerce sector, live-streaming services have become an essential aspect of entertainment and business. Many Chinese internet users, especially the youth, enjoy live streams to interact with their favorite hosts, explore new products, and engage in virtual communities. The industry has attracted a diverse range of content creators, from celebrities to ordinary individuals with unique talents. Popular live-streamers, supported by professional marketing teams, can earn substantial amounts daily from fan donations. For many Chinese consumers, live streaming is not just about product demonstrations; it’s a relaxing and enjoyable social activity.
Chinese eCommerce Evolving with technology
China is a prime market for global traders promoting luxury products. Recent legislative changes, such as tax reductions and simplified company setup procedures, have made it more accessible. As per the “2020 Insights on China’s Live Broadcasting Industry,” the e-commerce live-streaming industry had over 150 million mobile users in March 2020. The Chinese elite class is showing enthusiasm for creating cross-device compatible live-streaming e-commerce platforms, catering to customers seeking a relaxed shopping experience.
Top 10 Live-Streaming Apps for Beauty Brands in China
1. Douyin (TikTok): A cultural phenomenon in China, Douyin allows users to create and share short videos. It’s a popular platform for live streamers like Austin Li, known as the “King of Lipstick,” who sold 15,000 lipsticks in five minutes.
2. Kuaishou (Kwai): With over 300 million daily active users, Kuaishou offers diverse content and has expanded into live-streaming, e-commerce, and online education.
3. Taobao Live: A leading platform for live broadcasting, Taobao helps novice live broadcasters increase traffic quickly.
4. Jingdong (JD) Live: JD live broadcast is known for its strong e-commerce attributes and is inclined to launch explosive merchants and anchors.
5. Meipai: Focusing on short video content, Meipai offers a fun and interactive platform for creativity and connection.
6. Xiaohongshu (Little Red Book): A platform for female e-commerce, Xiaohongshu recently connected the live broadcast function.
7. Bilibili: Known for anime, video gaming, and music, Bilibili has become a significant cultural phenomenon in China.
8. Pinduoduo Live: Pinduoduo focuses on small commodities with low customer prices, agricultural products, or local specialties.
9. Weibo Live: Integrated into the Weibo social media platform, Weibo Live allows users to broadcast live videos to their followers.
10. Zhihu Live: Zhihu Live offers live Q&A sessions with experts in various fields, providing unique insights and real-time discussions.
Contact us to Start Live-Streaming in China!
Live-streaming apps have revolutionized how beauty brands connect with consumers in China. Collaborating with an agency specialized in the Chinese market can tailor the marketing and advertising strategy to your needs and budget. If you have questions about selling, advertising, or exporting your cosmetics in China, contact us directly, and we will respond within 24 hours.
PLTFRM is a brand consulting firm that has been helping overseas brands land in China for more than a decade
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