1. Evolution of live streams: From sales to branding:
During lockdown, brands used live streams to build branding.
Cartier hosted its first livestream on Taobao Live to showcase a 28.3m USD necklace.
2. Rise of Key Opinion Consumers (KOCs):
Many brands, such as L'Oréal, now train their own consultants to perform product demonstrations on live streams - as opposed to celebrities.
3. Al-powered CRM systems:
Maybelline shows how brands can leverage AI chatbots to respond to users' customer service enquiries on their WeChat Mini Program.
4. Lower-tier cities included in e-commerce sales events:
Over the course of the year, small merchants - from farmers to blacksmiths to chefs - took part in live stream sales events.
5. Short Video Apps:
Short video apps - especially Douyin (TikTok) and Kuaishou - have become a platform for marketers to educate consumers about their content.
