Audiences, businesses quick to move online

Livestreaming sales

Livestreaming sessions have become a popular way for the retail industry to promote products during the pandemic by using celebrity hosts such as Li Jiaqi and Wei Ya.

With customers attracted by low prices and discounts, some medium-sized and small enterprises are relying on these broadcasts to recover lost business.

Mayors and county magistrates, especially those from areas badly affected by the pandemic, have cooperated with major livestreaming platforms to promote local specialties, such as farm produce, to boost economies that have ground to a standstill.

A recent financial report from Alibaba showed that up to Sept 30, the gross merchandise value of its livestreaming business Taobao reached 350 billion yuan, with the platform helping consumers find new products and brands.

The report said some 70 percent of livestream broadcasts were staged by brands and online shop owners.

In February, with people confined to their homes due to the pandemic, the number of new online shop owners wanting to join Taobao rose by 719 percent month-on-month.

During the Singles Day shopping festival last month, the number of Taobao livestream broadcasts rose by 50 percent year-on-year, with 300 celebrities and 400 entrepreneurs selling products online.

Hu Hao, who supervises e-commerce business for domestic fashion brand Peacebird, said, "By livestreaming, we can present our products more directly and it allows us to communicate with our fans."