vol.029: China's Live Commerce Revolution: A New Retail Channel
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vol.029: China's Live Commerce Revolution: A New Retail Channel
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This source, an excerpt from a newsletter focused on Chinese IT, discusses the rise and impact of live commerce in China, presenting it as a significant third sales channel after traditional stores and e-commerce platforms. It explains the concept as interactive online broadcasts where hosts showcase products, allowing viewers to ask questions and make immediate purchases, and details the key players: hosts (celebrities, influencers, and especially small business owners and farmers who turned to live commerce during the COVID-19 pandemic), platforms (Taobao, Kuaishou, and TikTok), and e-commerce sites (Taobao, JD.com, and Pinduoduo). The text also highlights the benefits of this model for businesses like restaurants expanding into pre-cooked meal sales and department stores strengthening customer relationships, and notes how the pandemic accelerated its adoption and solidified its structure, making it a lasting force in Chinese retail.