Are Live Streamers Fading in China?

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We have written a lot in the past about both Live Streaming in China and the various shopping festivals.Today we are looking at the impact of live streamers on this gala.

Last week was the run up to the 618 shopping bonanza which culminated last Saturday, the 18th June.
We talk more about the 618 festival in China and live streaming here:

China 6/18 Shopping Festival and Carnival

China Local Brands Gain Favour

China 11/11 Live Streaming

If you have only the vaguest interest in e-com shopping in China you would have heard about the so called Live Streaming Stars – or influencers here. The sort of people who can sell millions of a products in as little as a few hours. Based on previous years China Shopping Festivals – or orgies – one would be forgiven for thinking that influencers would be playing a leading roll given the attention and headlines they have generated nationally.

However, not all this attention has been positive of recent times. It began with the revelation of orgies of another kind, followed by very public claims of cheating spouses and, more recently, and damagingly, prosecutions by the Chinese tax evasion squad. Fines in the range of a million plus RMB were reported and some of those “High Fliers” have quietly “disappeared.” Added to that, China’s Internet watch dog has recently come down hard on E-com platforms that seem to make it difficult for small traders and brands to compete. We covered that story here:

Taobao Merchants Struggle to Sell.

This is especially bad news for brands who hitched their wagon to these stars. Being caught up in a scandal is not a recommended marketing technique. Especially in China where consumers seem to have a very low tolerance level for that, while bad news spreads via WeChat and Weibo faster than a bush fire with a 40 knot Foehn wind.

It will be interesting to see what the impact is of Live Streamers in this years 818 final sales results. Are they still the massive movers or are their stars beginning to fade? According to an article in the China daily last week, they seem to be suggesting the latter. You can read about that here: Livestreamers no longer stars at ‘618’ gala

Introducing Everlyne YU

China Website Baidu Optimisation

In 2003 Everlyne Yu co-founded WPBeijing Marketing Studio with Englishman Peter Bic, now known as Bic Brands.

She began Uengager, as a SaaS MarTech company focused on customer engagement in 2017.

Hello, Nihao, I’m Everlyne

“I love to talk about and help people understand the amazing ways MarTech and SaaS can work to strengthen your business engagement with Chinese consumers.
I know you have questions or want to talk about your brand or business in China so please, drop me a line opposite. If you prefer live chat, call and talk to me live, in person direct.“

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Everlyne is also a key note speaker, lecturer and KOL on MarTech in China. She is CEO of Uengager, business development officer for Bicyu.

Everlyne hs been privileged to work with a variety of international organisations, from VW, Cushman Wakefield, Sodexo, Bristol Myers Squibb to local Chinese firms such as Midea, and OK Order.

If you’re looking for guidance, tips, advice on any aspect of starting or growing a business in China or training, coaching your existing China marketing team for excellence, be sure to check out Uengager. Home page and base for Everlyne Yu. Read her short bio – opposite left – or contact her direct – below – for a free, heart to heart chat.