A Live Shopping-themed Show | Vol.5

LiveFeed – Your little black book of Live Shopping 🙋‍♀️


Live Shopping isn’t new: for years, it’s been an e-Commerce mainstay in Eastern countries, mainly China. Here’s what’s hot off the presses there, and as decoded by Livescale’s own experts, what it means for you.

The Headline
Video platform and e-Commerce mainstay in China co-create addictive new variety show “Go head! Live Stream host!” 

The Details
Youku (The Chinese equivalent of YouTube) and Taobao (The e-Commerce giant) joined forces to create a Live Shopping-themed variety show starring the country’s A-list celebrities.

The Takeaway

✏️ Unlike traditional social media platforms, no one has an absolute advantage in the world of Live Shopping. Celebrity personas may bring traffic, but data shows they lack the powerful soft skills that KOS (key opinion sellers) have in spades.

✏️ The variety show format openly displays the learning curve of top stars, all learning how to adapt to the norms of Live Shopping. This shares a critical message: Audiences find the process interesting, and Live Shopping is an art in itself.

✏️ Often seen in the West, brands may try to nail a “perfect” Live Shopping event in the first go, but they forget that oftentimes, the beauty (and sales!) exist in the humanity of authentic, real-time experiences.

✏️ Live Shopping is approachable, doable and authentic. This show is proof – it’s when celebrities let down their hair and share their vulnerable experiences learning the art of Live Shopping, that sales and popularity are unlocked.

Weekly, bite-sized Live Shopping News


💡US brands adopt e-Commerce live streaming to boost sales
“A Tommy Hilfiger Livestream show in China during the summer attracted 14 million viewers and sold out of 1,300 hoodies in two minutes

The Wall Street Journal reports that two early adopter brands in the US, Levi’s and Tommy Hilfiger, have launched a Live Shopping solution aimed toward consumers who regard QVC – the US shopping channel network – and the Home Shopping Network as a platform of the past. 

💡Chinese live-streamer made $6b in sales last year, the same amount as Carrefour’s annual sales in China
In its third year of selling products via live streaming, Huang Wei (also known as Viya) single-handedly sold 30 billion yuan (S$6 billion) worth of products. That is about equal to the annual China sales of chain supermarket Carrefour.

To differentiate herself from competitors, Huang chose to sell in a wide range of categories, including not only clothing and makeup products, but also food, home appliances and daily necessities. 

💡GM Launches ‘Chevrolet Live Store’ Digital Showroom In Brazil
General Motors continues its efforts to expand its digital shopping experience in Brazil, better suiting the needs of customers in the largest South American market, which is also Chevrolet’s second-largest market worldwide. After creating the first virtual vehicle store in the country last May, the company has just launched the Chevrolet Live Store – the first digital showroom in Brazil.

Weekly, bite-sized Live Shopping News

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