Livestreaming is on a remarkable trajectory, having become one of the most effective tools for brands to launch new products or engage with their audiences in China. Integrated seamlessly into the Taobao and Tmall apps, shoppers can browse product listings and shop by a simple click while watching livestreaming sessions. It also enables interactions – shoppers can ask questions, post comments and even send virtual gifts to livestream hosts, while hosts can share virtual red envelopes as rewards to maintain loyalty. The products sold through livestreaming range from clothes and cosmetics to jewelry, food, electronics and even cars. There are three trends you need to know about to understand the state of livestreaming in China:
Virtual hosts are expanding the horizon of possibilities
Hatsune Miku, one of the most popular virtual idols in Japan, appeared on Taobao as an ambassador for this year’s 618 Mid-year Shopping Festival, immediately winning the attention of young Chinese shoppers. With virtual and interactive entertainment trending in China, Taobao Live has become a go-to platform for virtual idols to help brands connect with Generation Z, a digitally native generation well versed in gaming and anime.
In May, China’s first-ever virtual singer Luo Tianyi performed at a livestreaming event, receiving almost three million views at peak attendance. These virtual hosts tapped into a massive addressable market of young ACGN (Anime, Comic, Game, and Novel) lovers and generated sales for the products targeting this group.
Livestreaming is boosting the rural economy
Farmers in rural China are increasingly turning to livestreaming to reach urban consumers, a trend which accelerated quickly during the disruptions to offline supply chains caused by the coronavirus. Farmers are using Taobao Live to promote their fresh-from-the-field products, which have a strong appeal among urban consumers who value high-quality and nutritious food.
As of 15 February 2020, more than 10,000 farmers had been streaming directly from their fields, having sold some 18,000 tons of agricultural products with the help of Taobao Live and other Alibaba tools and platforms.
Early 20-somethings are the core spenders on Taobao Live
The user demographics of Taobao Live are fast evolving. The number of users in their early 20s has seen strong growth year after year. Females aged between 30 and 40 comprise the largest group of livestreaming hosts, while the growth of male consumers has exceeded 200% compared with last June.
The increasing popularity of Taobao Live as demonstrated in this year’s 618 Mid-year Shopping Festival:
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