久久亚洲国产成人影院-久久亚洲国产的中文-久久亚洲国产高清-久久亚洲国产精品-亚洲图片偷拍自拍-亚洲图色视频

Global EditionASIA 中文雙語Fran?ais
Business
Home / Business / Industries

Livestreaming becoming a necessity for many retailers

By HE WEI in Shanghai | China Daily | Updated: 2020-06-03 10:24
Share
Share - WeChat
Bailian Group employees sell wine through livestreaming at a shopping mall in Shanghai on May 2. [Photo/HE WEI for CHINA DAILY]

Selling via online interactions seen as way out of contagion-battered economy

Livestreaming, an increasingly popular tool in China's digital marketing landscape, is quickly turning from novelty to necessity.

With COVID-19 wreaking havoc on physical commerce across the country, livestreaming is starting to propel more enterprising undertakings that are perceived by industry players as a way out of the contagion-battered economy.

Taking off in 2016, livestreaming loosely refers to the practice wherein online influencers market brands and sell products by introducing their merits through video conversations over the internet.

This interactive approach to entice shoppers is growing in popularity thanks to a mixture of factors including the near-ubiquity of smartphones, speedy internet connections and a growing penchant among younger consumers to socialize virtually.

While the growth of digital marketing budgets in China will likely slow because of downward growth pressure, social media marketing will remain a hot sector this year with online influencers taking center stage in the thriving social media scene, according to the China Digital Marketing Trends 2020 report.

"Among the majority of the companies we've spoken to, digital marketing budgets account for somewhere between 30 percent and 60 percent of entire marketing expenditures, which represents a considerable proportion," said Maggie Wang, president of AdMaster, a data marketing technology firm.

At the same time, average growth in social media budgets is projected to hit 15 percent, with online influencers at the forefront of the phenomenon.

"Using top-tier influencers such as Li Jiaqi or Viya Huang for brand endorsements will continue to be the trend in 2020. But it's not necessarily true that the current popular key opinion leaders will prevail, as Chinese internet users are generally accustomed to changes," Wang said.

Meanwhile, the phenomenon is rewriting the marketing playbook for brands, propelling them to make personnel changes, diversify resources and adjust assessments for key performance indicators.

Brands are also waking up to the fact that they need to have a firm grip on their own traffic to turn clicks into cash. More marketing dollars will likely flow into so-called private online domains such as indigenous online stores and virtual followers' clubs.

For example, a livestreaming matrix is taking shape at L'Oreal Paris, one of the best-selling beauty brands in China, where the function is effectively embedded in the brand's daily marketing routine.

"We normally run several sessions per day, whether conducted in offline stores or via e-commerce channels," said Zong Guoning, L'Oreal Paris China Brand general manager.

Livestreaming at L'Oreal Group was initially the brainchild of the cosmetics giant to turn its beauty advisors into online celebrities in 2016, Zong said, adding that the duo soon added new touch points for consumers at a time when digital channels faced bottlenecks in attracting new customers and expanding revenue.

The beauty adviser to online influencer metamorphosis nurtured the likes of Li Jiaqi, then a fledging but promising beauty adviser at the company. His remarkable selling skills have earned him the fame of being "the best lipstick seller in the country".

L'Oreal Paris' livestreaming team is comprised of three parts: top-tier KOLs, dedicated, full-time hosts cultivated by the brand and staff members on marketing and sales teams who take turns stepping into the virtual showroom camera frame.

Chinese electronic appliances maker Joyoung is adopting a similar approach. Since last year, livestreaming has become an integral part of digital marketing and a mandatory task for all marketing personnel at Joyoung, according to marketing director Xu Nan.

"It means a compulsory eight hours' livestreaming per month is assigned to each employee in the marketing section," Xu said.

1 2 Next   >>|
Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
CLOSE
 
主站蜘蛛池模板: 国产精品视频免费观看调教网 | 成 人 免费 网站 | 男人免费看片 | 欧美大片一区 | 在线免费看一级片 | 日本亚洲成高清一区二区三区 | 国产亚洲精品一区久久 | 国内自拍偷拍视频 | 免费一级真人毛片 | 伊人久久大香线焦综合四虎 | 久久视频在线 | 国产亚洲精品国产一区 | 网站午夜 | 欧美日韩国产在线观看一区二区三区 | 日本免费在线视频 | 国产高清在线免费视频 | 欧美日韩高清在线观看一区二区 | 香蕉超级碰碰碰97视频在线观看 | 一本色道久久综合亚洲精品加 | 亚洲国产一区在线 | 99爱在线精品视频网站 | 国产精品尹人在线观看免费 | 亚洲欧美国产精品 | 欧美亚洲国产精品久久高清 | 亚洲精品一区二区久久 | 日本免费视 | 亚洲日本一区二区三区 | 呦女精品| 久久国产欧美日韩高清专区 | 456主播喷水在线观看 | 亚洲va老文色欧美黄大片人人 | 久草在线新首页 | 久久久久国产一级毛片高清板 | 精品久久一区二区三区 | 成人欧美午夜视频毛片 | 7777在线| 日本一区视频在线观看 | 欧美成人性色xxxx视频 | 亚洲 欧美 精品 中文第三 | 一级做性色a爰片久久毛片免费 | 美女视频免费黄的 |