Marketing trend live streaming: modern teleshopping

Selling in the livestream like teleshopping? Exactly this trend is already conquering the e-commerce landscape in China and is now coming to the USA and Europe.

Live streaming is the new number one sales and marketing channel in China. In Germany, too, the first retailers are starting to offer their goods via stream. But what is the trend and how does it work?

Sales in live stream also pushed by corona crisis

Live streaming is like teleshopping, Facebook Live and e-commerce platform combined in one app. This way of selling and interacting while shopping was experiencing an incredible boom during the corona crisis. Last year, high sales were achieved via live streaming. Taobao Live, the online shopping giant Alibaba’s live streaming platform, had sales of 20 billion yuan on Singles Day alone. And there are now over 200 platforms on which live streaming is carried out. In order to attract customers, especially low prices were promised in live streams. The rule was: anything up to twelve euros could be sold via stream, the chances were slim.

A by Livestream, carried out by Genuine German for the Cosnova brand Essence
A by Livestream, carried out by Genuine German for the Cosnova brand Essence, © Genuine German

Then came the corona crisis and the lockdown. People had no way of leaving their homes and the already strong Chinese online trade continued to grow. Where previously low-priced products were primarily sold, the crisis broke with all the laws: Various luxury brands started live streaming. Tesla offered his cars about it and even a rocket was sold once in the stream.

While previously sales live streams only took place at certain times, also to attract customers, some companies now started to offer their products live around the clock.

Livestream is not the same as livestream

There are two types of livestreams: in-shop and KOL livestreams. In-shop livestreams can be found on the sales pages of the brands and companies. Only when customers specifically search for the brand or the product do they become aware of such streams. The opposite is KOL live streams. Here, brands pay so-called key opinion leaders (KOL) so that they can use their reach on social platforms to sell products.

However, KOL are becoming increasingly picky. They know that they have a certain reach and that companies only pay for it. Since livestreaming comes from the low-priced segment, customers expect that the products offered in the livestream are cheaper than in the online shop. KOL know that and especially those with long ranges are pushing prices down. Companies should therefore consider carefully whether this sales channel is still the right and sustainable one after the crisis.

The critical phase of the corona virus may have passed, but many in China continue to avoid large shopping centers. Internet sales shows remain popular. Some shops, especially in the fashion and kitchen appliances sector, continue to stream 24/7 despite the end of the lockdown. And the government has also become aware of this: the salespeople in front of the camera have now been added to the national job list. The “Online livestream seller” job type has been added to the Internet seller job category.

A how-to video from Alibaba with behind-the-scenes material shows what such a live stream can look like, for example on the occasion of Singles Day (the equivalent of Black Friday in China) on November 11:

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