(Source: https://pltfrm.com.cn)
Introduction
In China, livestreaming has evolved from a novelty to a necessity. It now sits at the heart of digital retail, allowing brands to showcase products, engage with audiences in real-time, and generate measurable sales—all in a single session. But to succeed across platforms like Douyin, Taobao Live, and RED, overseas brands need more than a camera and a discount—they need strategy. In this article, we explore the key components of high-performing livestream marketing campaigns that drive results in the Chinese market.
1. Define Livestream Goals Based on Platform Strengths
Douyin for mass exposure and engagement
Douyin livestreams excel at grabbing attention and going viral. Best suited for new product launches, giveaways, and interactive Q&A sessions that keep the energy high.
Taobao Live for bottom-of-funnel conversions
This is Alibaba’s sales powerhouse. It favors structured, data-rich livestreams that highlight product specs, bundle pricing, and in-the-moment inventory drops to drive urgency.
RED for lifestyle positioning and community building
Livestreams on Xiaohongshu focus on product discovery through storytelling. They’re softer in tone but ideal for building trust in categories like beauty, wellness, and home living.
2. Design Content That Builds Engagement Minute by Minute
Open strong with hooks and urgency
The first 30 seconds are crucial. Consultants script high-impact openings—like limited-time announcements or influencer exclusives—to secure viewer attention early.
Create structured segments to reduce drop-offs
Top livestream agencies divide each session into content blocks—introductions, demos, testimonials, giveaways, and Q&A—keeping the pace engaging and predictable.
3. Pair the Right Talent With the Right Stream
Match KOLs to product and platform
Not all influencers work everywhere. A fashion KOL may thrive on RED, but underperform on Douyin. Consultants carefully pair hosts with both your brand positioning and the platform algorithm.
Use dual hosting formats to add variety
Many successful streams use a two-host approach—one driving sales, the other moderating chat or offering lifestyle commentary—to keep energy high and drive interaction.
4. Optimize the Pre- and Post-Stream Funnel
Pre-stream: Warm up your audience
Consultants run countdown posts, teaser videos, and early bird coupons on WeChat and RED to ensure a strong turnout. CRM re-engagement boosts retention from past streams.
Post-stream: Drive follow-up conversion
Livestreams don’t end when the camera stops. Smart brands follow up via private traffic tools (like WeCom or mini-programs), recap clips, and post-event offers to maximize ROI.
Case Study: Canadian Beauty Brand Uses Douyin Livestream to Triple Follower Base
A Canadian skincare brand launched a Douyin livestream strategy targeting Gen Z audiences. Working with a livestream consultancy, they featured a bilingual influencer, product demos, and interactive skincare quizzes. The stream reached 400,000+ views, drove a 3X increase in Douyin followers, and generated over ¥700,000 in livestream-linked sales within 48 hours.
Conclusion
Livestream marketing in China is a performance channel—when executed right. With tailored strategies per platform, culturally fluent content, and integrated CRM follow-ups, livestreams offer overseas brands a direct path to Chinese consumers’ hearts—and wallets.
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!
