Size, color and smell: Livestreaming rings up big sales in China via brendagoh_
HANGZHOU, China - Zhang Dayi tugs at the sleeve of her gray sweater and rubs the material as 2.3 million viewers watch her every move.
Telegenic and chatty personalities like Zhang speak to shoppers in real time, answering questions about size, color and even smell and using limited-time discounts to encourage quick orders. Sessions go on for hours, and are especially long during big shopping extravaganzas like Nov. 11’s Singles Day, and “Double 12” in December.
JD.com and Pinduoduo PDD.N also have livestreaming offerings while video sites like ByteDance’s Douyin and Kuaishou give users the option to shop. Consultancy Deloitte estimated that 456 million people in China watched livestreams in 2018. “Then it really exploded this year... They’ve started writing livestreaming into their annual strategy plans, how much they want to invest, make from it, and what content they want to create.”Zhang is among China’s most popular online celebrities, with 11.6 million followers on China’s Twitter-like Weibo platform.
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