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CASE EXAMPLES
1. LIVE STREAMING IN CHINA - A SUCCESSFUL EXAMPLE:
Because client acquisition expenses have risen dramatically on traditional platforms like as
Alibaba and JD.com, marketers and platforms are seeking for new methods to engage customers.
In China, where live ecommerce is popular, a successful host may earn millions of dollars in
purchases in only a few hours. According to Everbright Securities, the Chinese live commerce
business would be worth 440 billion yuan (about $63 billion) in 2019. By March 2020, the number
of live commerce users had reached 265 million, representing for 29.3 percent of all internet users
in the country.
CASE STUDY: MAYBELLINE NEW YORK
Maybelline New York introduced a new lipstick in China via a livestream on Taobao, a mobile
purchasing site.
Figure 48. Maybelline New York
(“MMA Case Study Hub | Maybelline Proves E-Commerce and Live-Streaming Were Made for
Each Other,” n.d.)
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