Next-Level Livestreaming: Jing Daily and CCI Report Shows Luxury Brands How to Profit From China's Top E-Commerce Trend

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Livestreaming E-Commerce Gross Merchandise Volume In China Exploded From $2.8 Billion in 2017 to $61 Billion in 2019

Luxury and livestreaming — like luxury and e-commerce — do not necessarily need to be mutually exclusive.

2020 has been a pivotal year for luxury brands in China and worldwide. Facing an ongoing pandemic, luxury houses have had no choice but to accelerate digital efforts to reach, influence, and ultimately sell to consumers who have sharply curtailed their in-store shopping. In China, e-commerce livestreaming has emerged as a winning strategy.

As of March 2020, China’s overall livestreaming audience was 560 million strong, with 265 million internet users engaging with e-commerce livestreams. Audiences throughout China happily watch hours-long livestreams every day by their favorite hosts, celebrities, and influencers to discover, discuss, and purchase everything from apparel and cosmetics to jewelry and luxury wristwatches.

But in an increasingly crowded marketplace, populated by platforms like Taobao Live, JD Live, Douyin, Kuaishou, and Xiaohongshu, how can high-end and luxury brands distinguish themselves from the scores of others?

To answer this question, Jing Daily and Content Commerce Insider have partnered up for a new white paper, "Next-Level Livestreaming: How Luxury Brands Can Profit From China's Top E-Commerce Trend," detailing the evolution of livestreaming in China, highlighting critical case studies, and offering revenue-generating best practices to help luxury brands leverage the booming livestreaming e-commerce trend while reinforcing their hard-fought brand equity.

Even as quarantines have lifted in China and many shoppers have settled into a new normal where offline purchases and some international travel are possible, much of the new digitalization of luxury marketing is here to stay. Livestreaming brings together key digital trends of the day — streaming video, influencers, and e-commerce — to offer an unrivaled experience that holds broad appeal across the consumer spectrum.

"The advancement of China’s e-commerce livestreaming market has far-reaching implications for any luxury brand," said Content Commerce Insider editorial director Sky Canaves, "but it takes more than a host talking for hours about products to really get audiences excited. Now, the most successful brands are the ones who can create deeply entertaining livestreaming content that gives audiences more to look forward to than hours of sales pitches."

Covering trends such as "boss livestreaming," the rise of virtual idols, and the role of celebrity influencers, along with introductions to the major platforms and agencies involved in the industry, "Next-Level Livestreaming" gives luxury brands a comprehensive overview of the most dynamic livestreaming e-commerce market in the world, helping luxury decision-makers develop new strategies to increase revenue worldwide.

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About Jing Daily

Launched in 2009, Jing Daily is the leading digital publication on luxury consumer trends in China. Speaking to a global audience of industry executives across China, Europe, and North America, Jing Daily brings the latest news and analysis on China’s luxury market.

About Content Commerce Insider

Launched in February 2020, Content Commerce Insider is an online publication and email newsletter for companies and professionals in the content marketing, branded content, e-commerce, entertainment marketing, and China consulting sectors. Part of the New York-based Jing Group, the Content Commerce Insider leadership team spans China, the United States, and Europe.

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Avery Booker
since: 02/2020
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