[1/5] Livestreaming sessions by Chinese livestreamers Li Jiaqi and Viya, whose real name is Huang Wei, (L) are seen on Alibaba's e-commerce app Taobao displayed on mobile phones in this illustration picture taken December 14, 2021.
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.
While Tmall and Li Jiaqi remain powerful, brands moving away from that strategy are cutting reliance on massive discounts and even his famous exhortation, "Oh my god!
Liu once thought her brand's price point of about 2,000 yuan ($277) for its dresses made it incompatible with bargain-heavy livestreaming.
The dominance of pureplay sales platforms such as Alibaba's Tmall and Taobao, along with JD.com (9618.HK), is increasingly challenged by entertainment and information-led platforms such as Douyin and Xiaohongshu.
Persons:
Li Jiaqi, Huang Wei, Florence Lo, Apple's, William Lau, Clyde, iResearch, Jacob Cooke, Li, Liu, Hugo Boss, superhost Viya, Lexie Moris, Betty, Casey Hall, Miyoung Kim, Clarence Fernandez
Organizations:
REUTERS, Apple Watch, HK, Tmall, Thomson
Locations:
SHANGHAI, China, Beijing, Asia, Pacific, Douyin