Are Live Streamers Fading in China?

Are Live Streamers Fading in China?

Hello again from Aim2D for Tuesday June 21st. We have written a lot in the past about both Live Streaming in China and the various shopping festivals. Last week was the run up to the 618 shopping bonanza which culminated last Saturday, the 18th June. Today we are looking at the impact of live streamers on this gala.


We talk more about the 618 festival in China and live streaming here:

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:

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

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