Livestreaming Goes Global for 11.11
On Nov. 6, 150,000 units of KKW perfume sold out during the livestream session hosted by global influencer Kim Kardashian and Chinese top influencer Viya.
The stream attracted over 13 million viewers from China. International brands have increasingly adopted this popular marketing channel to share content and brand stories directly with consumers. In turn, this has brought the offline experience for each product online in an interactive and engaging way. International influencers are also gaining more popularity among Chinese consumers through livestreaming.
11.11 Livestreaming Highlights:
- The number of merchants who used livestreams increased 200%. Total GMV through livestreaming has increased 50 times.
- Popular sectors leveraging livestreaming include cosmetics and apparel, home appliances, fashion and jewelry, auto, food and beverage.
- L’Oréal’s pre-sales GMV has increased 700% compared to livestreaming it did last year. The brand hosted 17 hours of livestreaming on the first day of pre-sales, attracting nearly 1 million views and tens of thousands of new fans.
Juhuasuan All-In for 11.11
Juhuasuan, a marketing platform on Taobao, is ready to provide high-quality and low cost products for Chinese consumers in lower-tier cities during 11.11 by digitizing manufacturers on the supply side.
Juhuasuan is joining hands with 1,000 brands to co-develop 1,000 top-selling products targeting lower-tier cities in China. They are mobilizing the production power of over 2,000 industrial zones, 1,000 digital agriculture hubs, 5,000 digital factories, and 50,000 production lines to provide C2M products (customer to manufacturer) that best meet the demand of lower-tier city consumers by providing them with extremely cost-effective products.