Livestreaming, Still Niche, Grows as a Tool for Retailers

Amazon is not the only company trying this type on an American audience. Instagram allows some affected to sell products on the livestream Instagram shopping. Created facebook Similar Moves for Small Businesses this year. TIC Toc Have a shopping event With Wal-Mart. and both Estée Lauder Companies and L’Oreal Group Stream hosted for some of its beauty brands.

“Everyone’s thinking about this,” said Mark Yuan, co-founder of & Lux, a livestream e-commerce consultancy company in New York. “But they are running for it because of the epidemic. Before that they had a choice. Now they have no choice.”

Mr Yuan and Zhao Zhang introduced End Lux ​​to help bring Western brands to China, but have recently seen an increase in inquiries from Western companies trying to get into livestreaming of e-commerce. Until now, Mr. Yuan said, no American company had mastered it. According to him, success is more than just adding a video to a specific e-commerce experience. What is needed instead is a mix of content that is not associated with shopping, but can attract new audiences, limited-time deals, and even exclusive products for that livestream. This goes for all the major tech companies that are trying to expand the audience.

“If they want to become an e-commerce livestream marketplace,” Mr. Yuan said, “they have to change a lot.”

Although e-commerce livestream is still a niche enterprise in the United States, they are large businesses in China, where they drive About 9 percent The country’s 63 billion dollar online market. Kim Kardashian West went on the stream of a popular Chinese influence and after a few minutes sold her perfume stock 13 million people tuned in at least A chinese college offers Liverstreaming E-Commerce as Degree. Chinese retailers have also innovated during the epidemic lockdown, with more streams focused on one-on-one consulting and store walk-throughs.

But the epidemic seems to entice more people to test Amazon Live while they’re stuck at home and looking for new ways to connect. Felicia Jones, an influential figure in North Carolina focused on beauty and home decor, said Amazon reached out to her last year to ask her to join the live event. She was walking out of the shower one day in November and decided to try out a stream for the first time when she left Amazon. It took a few minutes to locate the app, and he found himself talking to an audience that eventually reached 1,500 people. Now she regularly tries to stream on Amazon.

“If I don’t stream every day, I’m thinking about streaming every day,” Ms Jones said.

According to analytics Amazon sends her, Ms. Jones said, her livestream typically gets anywhere from 1,000 to 10,000 viewers, although concurrent viewers may be out in the hundreds. It is successful enough that she has reached the A-list, an internal position that she enjoys such as better video placement and a higher priority when it comes to supporting issues.

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