(Source: https://pltfrm.com.cn)
Introduction
Many overseas brands view livestreaming as a single event. China’s most successful brands, however, treat livestreams as integrated marketing campaigns involving multiple stages before, during, and after the broadcast.
This article explains how to structure a complete live streaming campaign that maximizes both immediate sales and long-term customer value.
1. Pre-Campaign Preparation
1.1 Research Audience Demand
Before launching a livestream campaign, brands should understand:
- Consumer pain points
- Trending topics
- Competitor activity
- Category demand
Research helps shape messaging and product selection.
1.2 Select Featured Products
Not every SKU should be promoted during a livestream.
Successful campaigns typically focus on:
- Hero products
- Bestsellers
- New launches
- High-margin bundles
Product selection significantly impacts conversion rates.
2. Audience Acquisition Phase
2.1 Leverage Influencer Networks
Influencers can help:
- Build awareness
- Increase attendance
- Generate credibility
Influencer support often boosts campaign reach.
2.2 Use Paid Media Strategically
Advertising can amplify:
- Registration campaigns
- Livestream reminders
- Product previews
Paid traffic should complement organic efforts.
3. Livestream Execution Phase
3.1 Focus on Storytelling
Consumers respond more positively to stories than direct sales pitches.
Hosts should explain:
- Brand origins
- Product development
- Consumer benefits
- Real-life applications
Storytelling improves engagement.
3.2 Encourage Audience Interaction
Questions, polls, giveaways, and contests help maintain viewer attention and support platform algorithms.
4. Post-Livestream Follow-Up
4.1 Retarget Non-Buyers
Many viewers require multiple touchpoints before purchasing.
Brands should retarget:
- Livestream attendees
- Product viewers
- Cart abandoners
through advertising and CRM channels.
4.2 Build Long-Term Relationships
Customers acquired during livestreams should enter loyalty programs and private traffic channels to increase retention.
Case Study: An Australian Supplement Brand Creates a Repeatable Campaign Model
An Australian supplement company generated inconsistent results from influencer livestreams.
We developed a repeatable framework involving audience research, influencer partnerships, content planning, promotional offers, and CRM follow-up.
Within one year:
- Campaign ROI improved significantly
- Customer acquisition costs decreased
- Repeat purchases increased
- Livestream revenue became more predictable
The company transformed livestreaming into a scalable marketing channel.
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!
