January 16th, 2020
Using short video and live streaming as e-commerce channels in China become a popular trend. A short video and live streaming server as both advertisements and sales at the same time. According to newrank (新榜) survey data, 68.5% of consumers said their unplanned consumption in 2019 has increased compared to the previous year. Over 50% said short video and 32% said live streaming is the main reason contributed to their unplanned consumption.
Douyin’s double 11 data shows that the categories of beauty, apparels, and food have better conversion through a short video. These products have low unit prices, high commissions, and high frequency of consumption, making them suitable to sell through a short video.
Comparatively, short videos more focus on the content while live-streaming emphasizes the cost-effectiveness of the product. The host's sale skill and the duration of the live broadcast are also the driving factors for consumption. Brands have begun to train their hosts and using live streaming as a regular selling channel.