SHANGHAI : When tech giant Apple joined China's livestreaming frenzy, a major driving force of the e-commerce boom in the world's second biggest economy, it launched without deep discounts or a celebrity host to pull millions of viewers.Yet Apple's show, hosted by product experts offering tips on making m
SHANGHAI : When tech giant Apple joined China's livestreaming frenzy, a major driving force of the e-commerce boom in the world's second biggest economy, it launched without deep discounts or a celebrity host to pull millions of viewers.
"You have to move towards content instead of promotion," said William Lau, chief executive of multibrand beauty retailer Bonnie and Clyde. Stellar growth boosted by the COVID-19 pandemic saw the industry employ more than 1.23 million livestream hosts by 2020, says researcher iResearch, along with numerous accompanying livestream-related training academies and agencies.
"Brands are building up their own channels as opposed to paying these other guys 40 per cent to 50 per cent of the revenue from a livestream," said Jacob Cooke, co-founder and chief executive of Beijing e-commerce consultants WPIC Marketing + Technologies. But after selling for six months on Douyin, the Chinese version of TikTok, using hosts recruited via an agency, as well as smaller-scale influencers, Liu has seen livestream hosts benefit her sales, even for full-price pieces.
An arm of brand partner Buy Quickly, the agency helps link companies such as Lancome, Under Armor and Hugo Boss with a stable of more than 150 full-time hosts.
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