2021
0
China Live Streaming Commerce Market Report 2021
2021-03-27T03:02:06+00:00
OX1043207
3695
135964
[{"name":"Streaming","url":"https:\/\/store.mintel.com\/industries\/leisure-time\/home-entertainment\/streaming"},{"name":"eCommerce","url":"https:\/\/store.mintel.com\/industries\/retail\/ecommerce"}]
Report
en_GB
“Live streaming commerce leverages mass consumers’ enthusiasm for promotions and discounts as well as brands’ focus on it as a key marketing channel. Along with the popularity, live streaming commerce…

China Live Streaming Commerce Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Live streaming commerce leverages mass consumers’ enthusiasm for promotions and discounts as well as brands’ focus on it as a key marketing channel. Along with the popularity, live streaming commerce can expect more regulation to ensure healthy growth. In the long run, live streaming commerce will further penetrate consumers’ daily lives and become a key channel for shopping and entertainment that can provide more value to both consumers and brands. Empowering live streaming with new methods may give consumers a fantastic shopping experience.”
– Blair Zhang, Research Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Surging popularity of live streaming commerce
              • Figure 1: Live streaming commerce users, March 2020 to February 2021
            • The industry also faces dilemma of weak supervision
              • Companies and brands
                • Traditional eCommerce platforms
                  • Entertainment content platforms
                    • Boosting home appliance sales through live streaming
                      • Live streaming KOL helps farmers on variety show
                        • The consumer
                          • Three quarters of spectators prove the popularity of live streaming commerce
                            • Figure 2: Live streaming platforms usage, December 2020
                          • High-quality content and operations retaining attention
                            • Figure 3: Time spent on watching live streaming shopping, December 2020
                          • Passionate interaction drives quick purchasing decisions
                            • Figure 4: Live streaming purchased categories and behaviours, December 2020
                          • Potential for high-priced products in live streaming
                            • Figure 5: Spending through live streaming shopping, December 2020
                          • Focus on triggering demand through live streaming shopping
                            • Figure 6: Influencing factors when purchasing through live streaming shopping, December 2020
                          • Live streaming as a new communication channel
                            • Figure 7: Attitudes towards live streaming shopping, December 2020
                          • What we think
                          • Issues and Insights

                            • Unleash potential by enhancing the shopping experience
                              • The facts
                                • The implications
                                  • Not only see live streaming as a sales channel
                                    • The facts
                                      • The implications
                                      • The Market – What You Need to Know

                                        • Live streaming accelerates eCommerce revolution
                                          • Brands are empowered by live streaming commerce
                                            • Regulations create a healthy online streaming environment
                                            • Market Drivers

                                              • Consumer participation provides the foundation
                                                • Figure 8: Online shopping users size and growth rate, December 2016 to December 2020
                                                • Figure 9: Live streaming commerce users, March 2020 to February 2021
                                              • Enterprises’ active engagement driving development
                                                • Figure 10: Platform usage in live streaming shopping, December 2020
                                              • Technology development leads the future
                                                • Figure 11: Agreement with the statement that live streaming is straightforward and effective for product introduction, December 2020
                                              • Regulations help healthy market growth
                                                • Figure 12: Influencing factors when purchasing through live streaming shopping, December 2020
                                            • Key Players – What You Need to Know

                                              • Traditional eCommerce platforms
                                                • Entertainment content platforms
                                                  • Other internet giants
                                                  • Competitive Strategies

                                                    • Reasonable behaviours: regarding live streaming as marketing methods, instead of selling goods only
                                                      • Try to avoid: blindly relying on low-price strategy for promotions
                                                      • Who’s Innovating?

                                                        • Gree made sales record through live streaming
                                                          • Figure 13: CEO of Gree Electric Appliance creates sales record through live streaming, June 2020
                                                        • Live streaming KOL helped farmers on variety show
                                                          • Figure 14: Weiya’s live streaming on the variety show Back to Field to sell agricultural and side-line products, May 2020
                                                        • When fitness app meets live streaming
                                                          • Figure 15: Keep app’s live cycling lesson, February 2021
                                                      • The Consumer – What You Need to Know

                                                        • The most popular form of shopping
                                                          • Provides both companionship and entertainment for consumers
                                                            • Low price and shopping experience are both required
                                                            • Platform Usage in Live Streaming Shopping

                                                              • Three quarters of spectators prove the popularity of live streaming commerce
                                                                • Figure 16: Platform usage in live streaming shopping, December 2020
                                                              • Balance awareness and turnover via live streaming
                                                                • Figure 17: Self-managed live streaming campaign conducted by Joyoung, May 2020
                                                                • Figure 18: Double 11 Shopping Festival live streaming campaigns conducted by famous KOLs, October to November 2020
                                                              • Live streaming commerce stimulates shopping enthusiasm
                                                                • Figure 19: Usage of live streaming shopping on Taobao and Douyin, by age and monthly household income, December 2020
                                                              • Silver economy to prosper under live streaming commerce
                                                                • Figure 20: Non-users of live streaming shopping platforms, by age and monthly household income, December 2020
                                                            • Time Spent on Live Streaming Shopping

                                                              • High-quality content and operations retain attention
                                                                • Figure 21: Time spent on watching live streaming shopping, December 2020
                                                              • Post-90s tends to be more receptive to live streaming shopping
                                                                • Figure 22: Time spent on watching live streaming shopping, by generation, December 2020
                                                              • Optimizing live streaming content quality to retain more attention
                                                                • Figure 23: Purchased products through live streaming, by time spent on watching, December 2020
                                                            • Purchasing Behaviours

                                                              • Passionate interaction drives quick purchasing decisions
                                                                • Figure 24: Live streaming purchased categories and behaviours, December 2020
                                                              • Live streaming means ‘stimulation + influencing’ for brands
                                                                • Figure 25: Live streaming purchased categories and behaviours, by seasonal promotion periods, December 2020 to January 2021
                                                              • Females engage in live streaming and buy more
                                                                • Figure 26: Live streaming purchased categories and behaviours, by gender, December 2020
                                                                • Figure 27: Live streaming purchased categories and behaviours, by gender and age, December 2020
                                                            • Spending on Live Streaming Shopping

                                                              • Potential for high-priced products in live streaming
                                                                • Figure 28: Spending through live streaming shopping, December 2020
                                                              • Live streaming not just limited to products
                                                                • Figure 29: Spending through live streaming shopping, by purchased categories, December 2020
                                                              • Live streaming provides companionship for consumers
                                                                • Figure 30: Spending through live streaming shopping, by time spent on watching live streaming shopping, December 2020
                                                                • Figure 31: Weibo comments on Jiaqi Li’s live stream, October 2020
                                                            • Purchasing Drivers in Live Streaming Shopping

                                                              • Focus on inspiring demand through live streaming shopping
                                                                • Figure 32: Influencing factors when purchasing through live streaming shopping, December 2020
                                                              • Live shopping does not mean sacrificing shopping experience
                                                                • Figure 33: Influencing factors when purchasing through live streaming shopping, by monthly household income, December 2020
                                                              • Apply live streaming as a virtuous circle in marketing
                                                                • Figure 34: Influencing factors when purchasing through live streaming shopping, by money spent during live streaming shopping, December 2020
                                                            • Attitudes towards Live Streaming Shopping

                                                              • Live streaming as a new communication channel
                                                                • Figure 35: Attitudes towards live streaming shopping, December 2020
                                                              • Convert sales among indecisive consumers
                                                                • Figure 36: Agreement with statement that live streaming easily makes consumers spend money unnecessarily, by gender, December 2020
                                                              • Live streaming may not be the only answer for future retailing
                                                                • Figure 37: Agreement with statement that live streaming could replace other shopping methods, by ages, December 2020
                                                              • Confluence of quality and traffic is a necessity
                                                                • Figure 38: Selected attitudes towards live streaming shopping, December 2020
                                                            • Meet the Mintropolitans

                                                              • Mintropolitans view brand awareness as a priority
                                                                • Figure 39: Top 5 influencing factors when purchasing through live streaming shopping, by consumer classification, December 2020
                                                                • Figure 40: Example of negative comment about Louis Vuitton’s live streaming show, March 2020
                                                              • Mintropolitans are heavy users of live streaming shopping
                                                                • Figure 41: Time spent on watching live streaming shopping, by consumer classification, December 2020
                                                            • Appendix – Methodology and Abbreviations

                                                              • Methodology
                                                                • Abbreviations

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