E-commerce players optimize their platforms for customer engagement, blurring the lines between entertainment and e-commerce as well as between online and offline commerce. Shopping is a social experience, not a solitary one.
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The livestreams take place within the eCommerce platforms enabling followers to purchase items they see immediately within the same app. With over 200 live streaming platforms focusing on different markets and viewers, live-streaming can function as a powerful marketing tool at an extremely low cost.
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Western practices won’t cut it for Chinese consumers, with more using social media than in the US and Europe combined
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With demand for attention on the rise and overwhelming product options on the market, consumers are beginning to lose sight of who they can trust.
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Which social media platforms in China do people use and which one is the best for me?
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In China, Word of Mouth (WOM) is incredibly important in terms of consumer decision making — 20 to 50 percent of all purchasing decisions are influenced by it. In 2018, the KOL market value was about 102 billion yuan according to Weibo big data.
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