Section 1: How ecommerce livestreaming started
Livestreaming in ecommerce first emerged in 2014 when Chinese fashion ecommerce platform Mogujie began to experiment with it, with Alibaba’s Taobao, the world’s biggest ecommerce website, following suit soon after that.
With livestreaming, hosts tried on different types of clothes and users could interact with them through live chat windows. Viewers could ask about how the fabric looked and felt in real-life scenarios, and even ask hosts to try on items with different sets of accessories.
Kết quả xổ số miền bắc sau 30 ngàyIn this sense, livestreaming played three essential roles: 1. To provide entertainment, 2. To help customers better understand their products, and 3. To activate sales.
Customers viewing products in real time had a higher propensity to make a purchase. After all, most customers are looking for instant gratification. The development of smartphones and mobile payment options like WeChat Pay and Alipay made this happen.
Section 2: Livestreaming today
In 2018 and 2019, livestreaming began to take off. Faced with increasing competition and ever-higher traffic acquisition costs, merchants became increasingly open to the thought of using livestreaming.
In 2018, livestreaming ecommerce generated over 100 billion RMB ($14 billion) in transactions on Taobao, Alibaba’s premier C2C ecommerce marketplace in China. For Singles Day 2019, livestreaming generated 20 billion RMB ($2.9 billion).
Over 100,000 brands and sellers leveraged livestreaming to promote their products, including American and foreign brands like M.A.C. Levi’s, Ralph Lauren, Sisley, and Burberry. Kim Kardashian partnered with popular chinese livestreamer Viya to sell 15,000 bottles of her new KKW Beauty perfume; it sold out 15,000 bottles within minutes. The session drew over 13 million viewers.
Kết quả xổ số miền bắc sau 30 ngàyToday, livestream is an important ecommerce marketing channel. It has developed into an ecosystem of marketplace, brands, key influencers, and content creators. So much so that Taobao hosts an annual festival to bring stakeholders together.
Section 3: Livestreaming during COVID-19
Parkview Green Mall in Beijing launched online live streaming services for brands wanting to entertain and inform customers as much as sell to them. Lululemon invited professional educators to its mall store to offer online livestream training sessions and at-home workouts to enhance the customer experience. But by featuring the brand’s latest in-store items, these livestreams also bought in profits, according to its sales manager. Similarly, the Joy City shopping center in Xidan, Beijing, organized over 20 livestream promotions for its brands during the COVID-19 outbreak.
“The sales in the past three hours just reached our regular weekly profits, and the number of customers I served during a livestream roughly equaled seven months of customer store traffic,” — Estee Lauder, China.
Section 4: Major Platforms Are Driving Livestreaming
Amazon Live was launched in early 2019. The platform enables Amazon Sellers to tell their brand story, showcase products, and interact with shoppers in real time, all while driving sales using Amazon Live Creator iOS mobile app.
Kết quả xổ số miền bắc sau 30 ngàyDuring livestream, shoppers can chat with the presenter and other shoppers. Products featured in the stream can be found next to the video player, making it easy for shoppers to add them to their cart. Amazon shoppers can discover livestreams in several locations on Amazon.com and the Amazon.com app. Livestreams can appear on the detail pages of the products belonging to the brand that is livestreaming, as well as across various placements where Amazon shoppers browse.
Promo codes are offered during livestream giving the audience a special percentage-off discount on specific products. Shoppers are easily able to redeem a promo code while watching your livestream, and the discount is automatically applied for them at checkout on Amazon. This is a great way to reward your audience and drive sales.
Who can livestream on Amazon
Kết quả xổ số miền bắc sau 30 ngàyThe Amazon Live Creator app is currently available to: Sellers that are enrolled in Amazon’s Brand Registry, and Amazon Vendors that have created and published a store on Amazon’s Advertising Console (advertising.amazon.com). US Professional Sellers registered in Amazon Brand Registry, and US Vendors can livestream on Amazon.
Shopee officially launched in Vietnam on August 2016, several years after Lazada was founded in 2012. Shopee moved quickly to capture market share from Lazada. Shopee launched Shopee Live in May 2019 in Singapore, a live streaming feature designed to bring brands and sellers closer to their customers. And subsequently in Vietnam last year featuring Cristiano Ronaldo in a much publicized commercial.
Shopee Live Launch 9/9 Cristiano Ronaldo
Shopee now regularly hosts livestreams featuring seller shops and merchandise in a unique way, mixing entertainment and shopping through cross dressing and comical conversations.
Kết quả xổ số miền bắc sau 30 ngàyAfter focusing on building products and techniques, since the beginning of 2020, Tiki has expanded the livestream feature to sell to many different audiences, with a group of famous brands; group of houses for sale; community of buyers, influencers in the online community …, helping to diversify content and images.
With the launch of the “follow”, interactive heart-rate (like), comment, ask questions on TikiLive, the number of viewers at the same time in a livestream program increased sharply, sometimes up to 3,000 viewers with a moment. In addition, livestreaming combined with mini games can witness a much higher interaction.
Section 5: Benefits of Livestreaming
High Density Communication
Livestream enables a lot of information to be communicated easily in a short time.
Strong Sense of Trust
The real-time aspect of live broadcast enhances the consumer’s sense of trust.
Livestream can reach a large number of viewers simultaneously that far exceeds the offline shopping restrictions.
The audience can quickly ask questions to get feedback, and the brand can also quickly respond to the real emotions of the market, shortening the user purchase decision time.
Livestream empowers companies to adapt to the market environment quickly (think COVID).
Livestreams helps brands overcome time and space restrictions, saving offline marketing and activity costs.
Livestreams help brands acquire new, active and stable customers from platform traffic that they don’t own.
Livestream takes sales operations live online in a sustainable way.
Section 6: Is Livestreaming For You?
Livestreaming is for anyone who wants to reach an active and engaging audience who prefers a real person giving real information for immediate gratification.
Kết quả xổ số miền bắc sau 30 ngàyLivestreaming can stimulate immediate sales revenue for some types of products that are not easily accessible or available in the market.
Kết quả xổ số miền bắc sau 30 ngàyYou don’t need to be young, beautiful or tech savvy to livestream. Traditional businesses can livestream from the real environment to showcase the quality of their products. Small businesses can livestream their daily catch for sales online. You don’t need expensive equipment, or to speak like a TV Host.
There is nothing fancy about selling fish. Whether you are a fisherman or fishmonger, it is proven live streaming works. Viewer experience is 100% real and viewers are motivated to buy when they see other viewers placing orders.