More than 60M e-commerce live-streaming promotions held in the first half of 2022 in China

Despite the effects of COVID-19, China’s e-commerce business models continued to thrive in the first half of 2022. In the last six months, over sixty million live-streaming promotions were held on e-commerce platforms closely monitored by the Ministry of Commerce, the ministry reported at a press conference on Thursday.

These live-streaming promotions, which covered over 47,5 million products, attracted more than 517 billion online visits.

The surging number of e-commerce live-streaming promotions contributed to the recovery of online retail sales in the United States, which increased 3.1% year-over-year from January to June.

Ministry data also indicates that outdoor activities are increasingly popular, with online camping product sales soaring during the period. Sales of camping canopies increased by more than 330 percent annually, while sales of portable tables, chairs, and beds increased by more than 123 percent.

Why e-Commerce live streaming in China is so special?

E-commerce live streaming is on the rise in China. Everything ranging from make-up, clothing, automobiles, homes, to even rocket-launching services can be sold during a live stream session.

As a result of the coronavirus outbreak, Chinese citizens are spending more time indoors and are unable to visit brick-and-mortar retailers. As a result, more merchants are adopting live streaming to meet the needs of housebound consumers. Consequently, a number of China’s most influential opinion leaders, including tech executives, entrepreneurs, and even mayors of some Chinese cities, are experimenting with e-commerce live streaming to increase their exposure and sales.

While many industries in the United States ceased hiring and even began laying off workers, the demand for live streaming talent increased by 132% compared to the same period last year.

Governments and businesses alike are recognizing the marketing potential of live streaming for products, services, and even local tourism.

Why do many brands use live streaming as a marketing strategy?

Multiple factors contribute to e-commerce live streaming becoming the most effective marketing tool. In fact, the latter can be utilized for numerous purposes.


In China, platforms such as Taobao live, Douyin, Kuaishou, Bilibili, and Pinduoduo demonstrate the significance of e-commerce live streaming. Counting millions of viewers, the recommended videos on these platforms are capable of generating enormous volumes of traffic.

The spread of live streaming for e-commerce is also consistent with another fundamental aspect of every business: the budget. The realization periods are brief, and the costs are low. With an eye toward continuous improvement, this enables brands to launch video content on media platforms that is more diverse, thereby attracting a greater number of users.

All types of industries are transitioning into this new era dominated by live streaming. From the tourism industry to the beauty industry, all brands are attempting to reach an increasing number of digitally-savvy Chinese consumers.

How to use these Chinese Live streaming platforms?

Choose the best e-commerce live streaming platform

Before launching campaigns through a video platform, it is necessary to determine which one is the best fit for your business by comparing the various options available on the market. For instance, Bilibili has become a new trend for fashion and beauty brands, whereas Douyin remains the most popular platform in the technology sector.

Creative content

Remember that users love and appreciate creative content. Content quality is the key to a campaign’s success.

China KOL collaboration

Celebrities and KOLs are now the most popular content creators. As a result, campaigns that collaborate with celebrities and KOLs can perform better. They increase brand awareness and, consequently, sales of specific products and services by leveraging their social status and their followers’ trust.

The Chinese digital consumer follows these figures’ opinions closely and places a great deal of faith in them. And consumer confidence is necessary for a brand’s sales to increase in a given market. In a digital world where users are constantly bombarded with advertisements and frequently false or low-quality offers, KOLs play a crucial role.

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