Between August 17 and September 17 this year, nearly 35 million people watched live streaming on the China ecommerce platform Taobao.

Whether it’s on Taobao or one of the many other China ecommerce and social media platforms, live streaming is the hottest way to sell to Chinese consumers.

Live streaming is China’s QVC and if used correctly, it can be even more effective.

Global brands are jumping on the trend. While the fashion and beauty industries are leading the charge, live streaming is an opportunity for any industry.

Why is live streaming so effective in China Ecommerce?

While the China ecommerce industry is huge, buying things online is often unreliable, due to the prevalence of knock-offs, poor quality items, and fake reviews.

Live streaming provides transparency. Chinese consumers can see what products actually look like, rather than just generic photoshopped photos the seller found online (which is an extremely common practice).

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