Livestreaming in China: Everything You Need to Know

Live streaming has become a powerful and versatile tool in today’s digital landscape. In China, it’s more than just a trend—it’s a vital medium for reaching and engaging with diverse audiences. From entertainment to e-commerce, live streaming is widely embraced by users of all ages. If you’re looking to expand your business activities and effectively reach your audience, live streaming is an invaluable tool to consider.

In this article, we’ll explore the growing influence of live streaming in China, particularly within apps like WeChat, and how you can leverage this feature to diversify your business strategies and boost engagement.

The Popularity of Live Streaming in China

Live streaming has become a ubiquitous part of online life in China. It’s enjoyed by a wide range of people, from young adults to the elderly. With just a smartphone, users can access a variety of platforms that cater to different needs and preferences. Popular platforms include dedicated live streaming apps like Yingke, short-video giants such as Douyin (China’s TikTok) and Kuaishou, and even eCommerce platforms like Taobao, Jingdong, Vipshop, and Xiaohongshu (RED), all of which have integrated live streaming capabilities.

Depending on their needs and social media habits, users may choose one platform over another. For brands and influencers (KOLs), live streaming provides an effective way to interact directly with their audiences, leading to greater engagement and conversion potential. Whether promoting products or offering services, live streaming opens up new opportunities for businesses to connect with their customers in real-time.

Live Streaming on WeChat

Recognizing the growing demand for live streaming, WeChat—China’s most popular app—has also integrated this feature, making it easier for brands to capitalize on its wide user base. Given that WeChat is a daily essential for Chinese users, its live streaming feature presents a highly effective way to engage your audience.

There are two primary live streaming options within WeChat:

1. Tencent Live Streaming Solution: This offers a comprehensive approach, particularly suited for brands with established infrastructure and a need for high-quality, interactive broadcasts.
2. WeChat Mini Program Live Streaming: This is an integrated function within the WeChat ecosystem that allows businesses to conduct live streaming directly through mini-programs, making it highly convenient for users to engage without leaving the WeChat app.

These options are especially beneficial for businesses in industries such as gaming or e-commerce, where live streaming has proven to drive revenue growth. With the market for online live streaming in China expanding by an astonishing 85% between 2016 and 2020 (Statista), it’s clear that this medium is here to stay.

Why Livestreaming Matters for Businesses

The benefits of live streaming are immense, especially when considering the behavior of Chinese consumers. According to Statista, 63.2% of users in China watch live streams to relax, while over 50% engage by commenting, liking, or even rewarding hosts with tips. Additionally, 86% of users have a positive view of live streaming as a marketing tool, showing that it’s an effective means of reaching new customers.

Notably, younger users under the age of 24 are particularly drawn to live streams that feature product releases and buyer testimonials, making this group highly receptive to promotional content. For businesses, this means that live streaming is not just a content trend—it’s a proven strategy for driving brand awareness and fostering customer loyalty.

Conclusion

As live streaming continues to evolve, its integration into platforms like WeChat makes it easier for businesses to connect with their audience on a more personal level. Whether you’re launching a new product, hosting a virtual event, or engaging with potential customers, live streaming offers a dynamic and effective way to grow your brand.

By understanding the unique opportunities that live streaming presents, especially in China, businesses can expand their reach, enhance customer interaction, and ultimately drive growth. Whether you choose to stream through WeChat or other popular platforms, now is the time to harness the power of live streaming to elevate your business strategy.

If you’re looking for a partner to help you expand your business in China using Douyin and more, Cerberus Marketing is here to assist! We can customize your brand image and marketing plan to seamlessly integrate into the Chinese market. From market research and strategy development to social media management and influencer partnerships (WeChat marketing services, Little Red Book marketing, Douyin marketing), we provide end-to-end solutions to ensure your brand makes a lasting impact in China. Partner with Cerberus Marketing today and let us help you unlock the full potential of the Chinese market!

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