China shows interest in live streaming again. As the corona virus swept across the country and flocked to premises, companies are turning online to increase sales. Many have introduced live streaming, a model that is older than the short videos that dominate many of our mobile screens today. E-commerce titans like Alibaba, JD.com and Pinduoduo have stepped up their efforts to stream live, where customers interact with retailers and place orders in real time, as many continue to avoid offline purchases.
An unorthodox player, WeChat, has also entered the fight.
The messaging giant, which commands 1
A city government’s initiative to boost the local economy through live streaming e-commerce is the first of its kind in China. It should come as no surprise to anyone that it should take place in Guangzhou, a major trade and export center, as China’s global pandemic depressed foreign deliveries and put pressure on the agency to boost domestic demand.
Like most of WeChat’s advanced features, which go beyond messaging, live streaming is based on the infrastructure of the mini-program or the Lite app. The function now sees registered dealers in tens of thousands and, according to WeChat, can still be used free of charge during the test phase. Food, tourism and fashion retailers are by far the greatest beneficiaries. Nasdaq-listed travel portal Ctrip, For example, the company has generated nearly 100 million yuan or $ 14 million in sales through live advertising for WeChat, as airlines and tourist attractions offer deep discounts. H.The omegrown lifestyle brand Heilan Home recorded more than 3 million viewers in a live session.
“In the past few months, the demand for online purchases has increased due to the coronavirus pandemic. Selling via live streams is now an important way to help companies reopen and resume production and drive consumer demand, ”said Gerald Hu, general manager of Tencent Guangzhou, in a statement.
WeChat was late for live streaming. Despite years of industry hype, the social networking giant waited until February to officially launch live streams on its all-in-one platform. This could partly be due to founder Allen Zhang’s minimalist and perfectionist approach to products.
After all, the core of WeChat is to facilitate communication between friends. Other functions such as shopping and playing are an extension of the socializing experience and should not hinder chatting. People may buy the snacks their friends share with them through a WeChat message or accept an invitation from friends to join an in-app game on WeChat. However, how many want to focus on a video for 30 minutes and risk missing important news?