Smart Thinking =

Influence

OUR INSIGHTS

03-24-2025

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.

 


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