Chinese Brands Find Success with Live Streaming
Chinese brands are turning to live-streaming apps to reach consumers confined to their homes during the coronavirus outbreak.
Shanghai-based cosmetics brand Forest Cabin trained 1,600 shop attendants to use live-streaming app Taobao Live as a way of engaging customers after it was forced to shut over 300 of its stores in January. A Valentine’s Day session featuring the brand’s founder Sun Laichun drew 60,000 viewers and achieved close to RMB 400,000 in sales.
During the Sars outbreak in the early 2000s, similar restrictions on consumer behaviour led to the first boost in online shopping in China. We expect live streaming to reach the same kind of tipping point in reaction to the current situation. “Everyone knows live streaming is an emerging e-commerce trend, but we never thought of it as urgent,” Laichun told Shanghai-based news blog Sixth Tone. “The epidemic pushed us to embrace this innovative channel.”
Even farmers are finding success with live streaming, especially for selling fruit and vegetable stock that would otherwise have been wasted. Alibaba has opened up Taobao Live to China’s farmers to use for free: 15 million kilograms of products were sold during the first three days of live streaming.