China has increased regulation of livestreaming, holding influencers responsible for product quality and sales reporting. Read more at straitstimes.com.
BEIJING - The stream goes live at 8pm exactly: a young woman in hiking outfit is standing in front of a nondescript backdrop.
Viewers can click on buttons at the bottom of the screen to buy the apparel she models during the live session, access a catalogue with more clothes, or send Susu gifts such as a virtual beer - a reward of 1 yuan - or a virtual spaceship equivalent to more than 8,000 yuan.
While most e-commerce livestreams are hosted on Alibaba’s Taobao platforms, most e-commerce platforms and other apps like Kuaishou, Douyin , and even WeChat have livestreaming functions. On Sept 10, during a livestream promoting an eyebrow pencil by a local brand, viewers commented about how the 79 yuan product appeared to be getting more expensive.
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