Brands’ original livestreams, as opposed to those created by influencers, have surged since 2019, as an increasing number of brands have mastered the popular medium to connect with Chinese consumers. Some companies have even invited celebrities or their CEOs and senior executives to appear on camera to answer viewers’ questions. Others, like Dior o... See more

“That was the moment we realized that livestreaming was going to change everything,” Yuan said. “We were literally dealing with hundreds of customers, just three of us, addressing each customer’s sizing concern and questions.”

Most live streaming is occurring on social media platforms like Facebook, Instagram, and YouTube. Other vertical-specific platforms like Twitch (gaming), MomentHouse (music), and Newness (beauty) are emerging. With so many platforms, each with their own siloed discovery tools and notification systems, it’s difficult for consumers to find relevant l... See more