The impact of live streaming on product sales in China

The live streaming industry in China is currently in a phase of rapid development, demonstrating strong market vitality and having a positive impact on economic and social development.

As the live streaming industry develops, a new promotion channel has emerged: live streaming sales. This new marketing method has greatly increased product sales. This blog post will explore why this happens and how to use it to increase the success rate of your business.

Overview of China’s live-streaming industry

In recent years, the scale of China's live streaming e-commerce industry has continued to expand, with live shopping rapidly emerging, and an increasing number of consumers are choosing to place orders for shopping through watching online live streams.

As of December 2023, among China's 1.092 billion internet users, the number of live streaming users reached 816 million, accounting for 74.7% of all netizens. Among them, the size of e-commerce live streaming users was 597 million, representing 54.7% of all netizens. With the growth in the number of users, the market size of live streaming e-commerce is also expanding rapidly. In 2023, China's live streaming e-commerce market size reached 4.9 trillion yuan, an increase of 35% compared to the previous year.

The combination of short videos and live broadcasts brings new opportunities.

In China, short video platforms such as TikTok and Kuaishou are widely loved by people who share their lives and communicate with each other on these platforms. The integration of short videos and live streaming allows users to present various events, activities, speeches, etc. in real-time during live broadcasts, and then edit and refine them into more exciting and engaging content through short videos.

Enterprises can use short videos to simply introduce the features and functions of their products, attract more attention, and then use live streaming to market their products, answering consumers' questions in real time. This can help increase product sales.

While watching a live stream, Chinese users can inquire about a product and buy it immediately, without ever changing the App. This real-time purchase is promoted by the “See now, buy now” concept used by many brands to increase sales.

For example, a recent Adidas live stream featuring this slogan was used to promote the latest limited-edition sneakers in China. The brand came to have 2.23 million views in 10 hours and to invoice 200 million Renminbi in impromptu purchases.

Want to market your products in China through live streaming?

We are a Chinese marketing agency with over 10 years of experience. We have worked with more than 600 brands from different industries, and we have the expertise and knowledge you need in China. Help you quickly build live marketing channels in China to sell your products.

In addition to live streaming, we also provide marketing services on multiple platforms such as Xiaohongshu, Douyin, Baidu, WeChat, and Zhihu, helping you build promotion channels in China for better product sales. Please leave us a message if you need any assistance.