Commerce livestream has become increasingly popular in China, and popular figures are starting to use it to keep their names in the public eye and make money from their notoriety. An influencer will often demonstrate many brands while also answering questions from viewers in real time. The featured items are often available at deep discounts for a short time only. After an influencer has successfully sold brands to their audience, they will often take on the position of a consumer service representative, assisting consumers and negotiating with the firms that sell the products they support to increase marketing brands loyalty.
For instance, Cecilia Cheung, a famous Hong Kong singer, and actress, topped the sales charts on Douyin, making five times as much as the site's most popular streamer in China. There has been an increase in the use of internet stars by businesses to drive livestream commerce purchases, and Cheung's appearances on Douyin's livestream indicate this trend. While JD.com hosted over 100 famous anchors over the 618 shopping holidays in 2020, Taobao hosted 300. Douyin is a massive short platform that has hosted famous people, including Chinese rock stars Wang Feng, Eva Huang, and Zhu Zixiao.
China's distinctive customer behavior and shopping culture are significant factors in the country's livestream industry. Consumers place a premium on their favorite famous figures' opinions and are considered avid fans of entertainment and social media livestream. Sales centered around China livestream take advantage of this fad by capitalizing on celebrities' fame and influence to boost revenue and fan loyalty.
Brands marketing is increasingly using livestream sales in China to reach the vast Chinese online consumer base. Taobao and Douyin (China's answer to TikTok) have made it possible for businesses to broadcast live and reach millions of viewers at once. Viewers may feel a sense of urgency and FOMO (fear of missing out) if their favorite celebrities promote and demonstrate their brands during a livestream.
Livestream sales in China increase brands and provide valuable data and insights for companies. Marketing tactics and brand offers can be fine-tuned based on real-time data and analytics from consumer preferences, behavior, and feedback. Using a data-driven approach like this one allows commerce in China to livestream, focus on their potential viewers, and boost sales.