With more than 727 million online viewers (68.1% of Chinese internet users), live streaming is the most widely used video format in China among Chinese internet users.
According to Forbes, live shopping was a $500 billion market in 2022, surpassing popular social networks and even Western e-commerce sites such as Facebook, Amazon and Twitter.
There is a huge variety of unique content available, with more than 200 live streaming platforms for different markets and niches (e-commerce, fashion, technology, gaming, etc.).
The differences between some of these platforms are becoming smaller and smaller, so it is important to know which platform is best suited to your brand.
The 5 most relevant platforms are:
- Taobao Live (Alibaba): Estée Lauder achieved 500 million views and $15 million in sales in the first 4 hours of a live streaming event.
- Douyin: known as TikTok outside China.
- Kuaishou: Douyin’s main competitor in China and famous for the live broadcast of the new Autumn/Winter 2022 collection of French brand Louis Vuitton.
- JD Live: Alibaba’s main competitor.
- Xiaohongshu: renowned for its authenticity.
Source: www.chozan.co by Ashley Dudarenok
