2023
0
China Live Streaming Commerce Market Report 2023
2023-04-02T04:00:40+01:00
OX1155779
3695
161990
[{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"},{"name":"Streaming","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/home-entertainment\/streaming"}]
Report
en_GB
“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…

China Live Streaming Commerce Market Report 2023

£ 3,695 (Excl.Tax)

Description

“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

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Included
          • Excluded
            • Key content covered in this Report:
            • Executive Summary

                • 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
                    • 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
                    • 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
                            • 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
                                    • 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
                                    • Platform Awareness and Usage

                                      • Live streaming shoppers are heavily skewed towards high earners and highly educated consumers in tier 1 cities
                                          • 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
                                      • 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
                                      • 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
                                      • 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
                                      • 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
                                      • 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
                                          • Figure 36: Attitudes towards the top live streamers, by monthly personal income, 2022
                                      • Appendix – Methodology and Abbreviations

                                        • Methodology
                                          • Abbreviations

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