When content and e-commerce integrated

In the e-commerce world, it always emphasizes the variety of choice, big discount or limited time offer. There’s not much interaction during the shopping process.

With the popularity of Live Streaming, Chinese consumers have a high standard of online shopping experience. They are not satisfied with merely a discount or text & graphic descriptions. They are getting used to having a host with the ability to explain every detail of the products.

E-commerce is a tool, but the content is king. People who focus on content before can learn e-commerce step by step, but those who are familiar with e-commerce may find themselves lack of charisma when creating content.

Li Xiang is one of the Chinese KOL who also a host on TV and now steps into the e-commerce world with Live Streaming. She turns her broadcasting room to a meeting room with stars, showing off her extremely wide network and good relationship with Chinese celebrities. She can invite a star as a guest during almost every Live Streaming. The image of a red lip, diamond ring, and luxury watch becomes her signature at Live Streaming.