Live streaming and shopping events on platforms like TikTok (known as Douyin in China) have transformed the e-commerce landscape in China. The blend of entertainment, real-time interaction, and e-commerce has resonated profoundly with Chinese consumers. Here’s an overview of their engagement:
- Entertainment Meets Shopping: Chinese consumers are drawn to live streaming on TikTok because it offers a mix of entertainment and shopping. Live streams often feature charismatic hosts, fun challenges, celebrity appearances, and product demonstrations, making shopping a more interactive and entertaining experience.
- Trust Through Real-time Interaction: Live streaming offers real-time interaction between hosts and viewers. Consumers can ask questions about the product, request closer looks, or even ask for product comparisons. This immediate feedback fosters trust and reduces the uncertainty that often accompanies online shopping.
- Limited-time Offers and Flash Sales: Many live streams on TikTok capitalize on the urgency factor. They feature exclusive discounts, limited-time offers, or flash sales that encourage viewers to make immediate purchases.
- Peer Influence: Seeing other users make purchases, leave comments, or express interest can influence a viewer’s buying decision. This herd mentality, where consumers take cues from others’ behavior, is amplified during live streaming events.
- Celebrity and Influencer Collaborations: Brands often collaborate with celebrities or popular influencers for live streaming sessions. These personalities can pull in massive audiences and significantly boost product sales.
- Educational Content: Some brands use live streams to educate viewers about their products, share behind-the-scenes looks, or provide expert insights. This content-driven approach appeals to consumers looking for in-depth information.
- Social Sharing and Word-of-mouth: After engaging with live streams, Chinese consumers often share their experiences, product unboxings, or reviews with their social circles. This extends the reach of the live stream and drives further interest in the products.
- Gamification and Challenges: Hosts often incorporate games, challenges, and lucky draws into their live streams. These interactive elements keep viewers engaged and offer additional incentives for purchases.
- Cultural and Seasonal Tie-ins: Live streaming events often align with cultural festivals, holidays, or seasonal trends. For example, during the Lunar New Year or Singles’ Day (11.11), there’s a surge in themed live streaming sessions that tap into the festive shopping spirit.
- Community Building: Regular live streaming sessions allow brands and influencers to build a community of loyal viewers. Over time, these viewers become more invested in the brand or influencer, leading to consistent engagement and repeat purchases.
In essence, live streaming on TikTok provides a dynamic and interactive shopping experience for Chinese consumers. Brands looking to tap into this trend should prioritize authenticity, engagement, and real-time responsiveness.
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！
