Shanghai secures its standing at top of livestreaming totem

Talent cultivation

Over the next three to five years, Baozun plans to continue deepening its investment in livestreaming e-commerce, with a focus on cultivating professional talent and creating innovative content, said Su, the chief operating officer of Baozun Location.

"We plan to develop top livestreaming talent for the industry through in-store livestreams and by nurturing local influencers, and expect to train nearly 100 professionals each year. At the same time, we are exploring content innovation, such as cinematic-style livestreams and sessions hosted by everyday users, to better convey brand value and build emotional connections with consumers.

"In terms of trends, content-driven sales will become mainstream. Users no longer just want product demonstrations and promotional pitches; they seek professional knowledge, lifestyle tips, and cultural content. Livestreaming e-commerce will increasingly integrate culture, entertainment, and education," Su said.

Li of Shanghai Oriental-pearl Intelligent Shopping said the livestreaming industry faces intense competition, "but we believe the key is to find a differentiated path for development".

"The current challenges mainly include the pressure to continuously innovate content and produce high-quality material, as well as the rapid pace of technological iteration, which requires ongoing investment in research and development," Li added.

Wei of Meione said: "With rapid technological advances and growing livestreaming e-commerce adoption, the sector has vast market potential and strong growth prospects. Content innovation and technology integration will drive the next phase of industry development."

Livestreaming will become an important way for people to access information, enjoy entertainment, and socialize, turning shopping into a deeply digital lifestyle experience, Wei said.

Despite the rosy outlook for the livestreaming economy, experts also noted fierce market competition may create problems.

"Livestreaming e-commerce sometimes faces a crisis of trust. For instance, when a host becomes embroiled in public controversy, consumers may doubt the authenticity or quality of the products they promote. Such trust issues pose a direct threat to the industry's sustainable growth," Lao said.

Wang from the Shanghai Livestreaming E-commerce Alliance said Shanghai is still at the forefront of the livestreaming economy, and its scale is the largest in the country.

"Since the release of Shanghai's three-year action plan, other provinces and cities have launched similar initiatives, looking to learn from Shanghai," she said.

"In other words, in building a national hub for livestreaming e-commerce, Shanghai is playing a leading and exemplary role," she added.

Lao said: "Behind the livestreaming economy lies the entire value chain. Livestreaming e-commerce is not just about the person on camera. … As traditional industries undergo transformation and upgrades, the livestreaming economy has also opened up a wide range of new job opportunities."

The Ministry of Human Resources and Social Security in July 2024 released information on new occupations and job types, including online hosts, livestreaming recruitment specialists, lifestyle experience assistants, and user growth operators — all closely linked to the livestreaming sector.

Chinese livestreaming and short video-sharing platform Kuaishou had created 43.2 million jobs and spawned 174 new occupations as of the end of 2024, according to public information.

wang_ying@chinadaily.com.cn