“Live streaming shopping no longer just means low prices for consumers. Future opportunity lies in generating higher-quality content. This requires brands to develop a live streaming strategy that considers both sales and brand influence. Meanwhile, it illustrates that live streaming commerce has entered the second stage of competition – one of integrating content creation capabilities and ecommerce operational efficiencies.”
– Blair Zhang, Senior Research Analyst
This report discusses the following key topics:
- A review of marketing and product innovation activities from the perspectives of platforms, brands and live streamers
- Key live streaming platforms awareness and category purchase behaviours among consumers
- Live streaming shopper segmentation and profile based on the time spent in live streaming shopping
- Important elements in live streaming shopping that are attractive to audiences/shoppers
- Reasons why consumers stay loyal to a particular live streamer
Collapse All
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Overview
- What you need to know
- Covered in this Report
- Included
- Excluded
- Key content covered in this Report:
- What you need to know
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Executive Summary
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- The market
- The consumer
- Taobao continued as the leading platform in live streaming commerce
- Figure 1: Awareness and usage of live streaming shopping platforms, 2022
- Most consumers are light users
- Figure 2: Time spent on watching live streaming shopping, 2022
- Beauty products, leisure and entertainment services and clothing are most popular among livestreaming shoppers
- Figure 3: Live streaming purchased categories and behaviours, 2022
- Professional sharing and real-time interaction play the most important roles in attracting viewers
- Figure 4: Importance of live streaming elements, 2022
- Trust is key to retaining consumers’ attention
- Figure 5: Reasons to continue following a live streamer, 2022
- Attitudes towards live streaming commerce
- Figure 6: Attitudes towards live streaming commerce, 2022
- What we think
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Issues and Insights
- Self-managed live streaming will help brands grow
- Figure 7: AVEDA’s self-managed live streaming on Taobao, 2023
- Bridging the gap between niche brands and their target consumers via taste-based livestreaming
- Figure 8: Jie Dong is showing how the handbag matches her outfit, 2023
- Self-managed live streaming will help brands grow
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Market Factors
- Macro economy is under pressure, with spending sentiment cautious
- Live streaming commerce becomes a normal way of shopping
- The industry is more standardised under regulatory policies
- The competition between platforms for star live streamers is heating up
- Macro economy is under pressure, with spending sentiment cautious
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Who’s Innovating?
- Leading platforms are trying to close their own gaps
- Taobao live streaming working on creating more entertaining and diversified content
- Figure 9: Taobao is releasing its new content strategy, 2022
- Figure 10: Taobao is releasing its live streamers’ support policy, 2022
- Douyin strengthening its eCommerce capability
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- Figure 11: Douyin Supermarket, 2023
- Live streamers anthropomorphise their studios to attract audience
- Crazy Xiao Yang: selling goods in an ironically humorous way
- Figure 12: The live streamer Crazy Xiao Yang’s homepage on Douyin, 2023
- Yuhui Dong: creating knowledge-based live sharing
- Figure 13: Consumers’ comments on Yuhui Dong’s live streaming, 2022
- Jie Dong: bringing personal lifestyle into live streaming
- Figure 14: Jie Dong’s preview of her live stream on Xiaohongshu, 2023
- Figure 15: Consumers’ comments on Jie Dong’s preview video, 2023
- Virtual live streamers help brands communicate with consumers
- Figure 16: LocknLock’s live streaming with virtual live streamer, 2023
- Brands’ live streaming strategies are evolving
- Forest Cabin goes from relying on top live streamers to self-managed live streaming
- Figure 17: Forest Cabin’s self-managed live streaming has around 20,000 views on average, 2023
- Luxury brands invest in live streaming commerce
- Figure 18: Jia Li selling the classic coat of Max Mara, 2022
- Leading platforms are trying to close their own gaps
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Platform Awareness and Usage
- Live streaming shoppers are heavily skewed towards high earners and highly educated consumers in tier 1 cities
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- Figure 19: Awareness and usage of live streaming shopping platforms, 2022
- Platforms play to their own advantages
- Figure 20: Awareness, browsing rate and purchase conversion of live streaming shopping platforms, 2022
- Live streaming shoppers are heavily skewed towards high earners and highly educated consumers in tier 1 cities
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Time Spent on Live Streaming Shopping
- Most consumers are light users…
- Figure 21: Time spent on watching live streaming shopping, 2022
- …so high-quality content plays an important role
- Figure 22: Time spent on watching live streaming shopping, by age and monthly household income, 2022
- Most consumers are light users…
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Purchased Categories
- Drive purchase decisions via enhanced online shopping experiences
- Figure 23: Live streaming purchased categories and behaviours, 2022
- Leisure and entertainment services attract male consumers
- Figure 24: Live streaming purchased categories and behaviours, by gender, 2022
- Amount of time investment impacts purchase decisions in most categories
- Figure 25: Live streaming purchased categories and behaviours, by time spent on live streaming shopping, 2022
- Drive purchase decisions via enhanced online shopping experiences
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Importance of Live Streaming Elements
- Professional personas are the key for live streamers to win trust
- Figure 26: Importance of live streaming elements, 2022
- Profound and well-ordered live streaming studios appeal to the highly educated
- Figure 27: Select elements that are considered as ‘important’, by education level, 2022
- Interesting live streaming format helps strengthen user stickiness
- Figure 28: Importance of live streaming elements, by time spent on live streaming shopping, 2022
- 50-59 year old consumers support domestic brands
- Figure 29: Surveyed elements that are considered as ‘important’, by age, 2022
- Professional personas are the key for live streamers to win trust
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Reasons for Continuing to Follow a Live Streamer
- Trust is key to retaining consumers’ attention
- Figure 30: Reasons for continuing to follow a live streamer, 2022
- Product selection ability is as important as good prices
- Figure 31: Continuously following a live streamer because he/she helped to screen in good products, by age, 2022
- Live streamers’ personalities drive loyalty
- Figure 32: Top 5 reasons to continue following a live streamer, by time spent on live streaming shopping, 2022
- Trust is key to retaining consumers’ attention
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Attitudes towards Live Streaming Shopping
- Live streaming helps consumers shop more efficiently
- Figure 33: Attitudes towards purpose of watching live streaming shopping, by age, 2022
- Brands’ self-managed live streaming is on the rise
- Figure 34: Attitudes towards the brand official stores’ and popular live streamers’ live streaming, 2022
- Live streaming can influence brand/product perceptions, especially among high earners
- Figure 35: Attitudes towards living streaming commerce, by monthly personal income, 2023
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- Figure 36: Attitudes towards the top live streamers, by monthly personal income, 2022
- Live streaming helps consumers shop more efficiently
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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