![]() Luo Yonghao's "Make Friends Livestream Room,” is an example of this kind of livestreaming-the distinctive and unique personal characteristics are a primary reason why users like to watch livestreams on Douyin. ![]() Each anchor has their own style, image, and a fixed audience base, and some anchors even make their live room into a trademark. Data show the number of orders from livestreams increased 112% compared to April 2021.Īlso, the personal characteristics of Douyin's livestreaming are strong. It’s that type of content that seems to be a main driver of e-commerce growth by Douyin’s users. Short videos are responsible for seeding and can attract traffic for livestreaming, effectively stimulating user demand and conversion efficiency.Īccording to the Douyin 2022 Ecosystem Conference, Douyin livestreams over 9 million sessions per month, with gross merchandise value (GMV) growing 3.2 times year over year. Douyin’s traffic approach creates tremendous potential for virality and high user loyalty.ĭifferent from other platforms, Douyin's advantage lies in the content ecosystem, and its unique short-video + livestreaming combination model has also become the marketing strategy of many businesses. Short video is its main driver of traffic and algorithm-powered curation makes sure the right viewers are watching. The characteristics of Douyin livestreamingĭouyin livestreaming is growing rapidly. In this article, we analyze the characteristics of Douyin livestreaming, the differences from other platforms, and why Douyin livestreaming is a future trend to watch. According to Statista, as of February, Douyin reported having 86.8% of its users livestreaming content in China, and its users spent at least 89 minutes watching videos on the platform each day. A single livestream of up to 44.76 million views also set the latest record for Douyin livestreaming in 2022.ĭouyin is a booming short-video app in China. Liu, through Douyin livestreaming, led fans to exercise together, reaching 35 million followers in 10 days. Recently, exercise livestreamers Liu Genghong and his wife Wang Vivi sparked a fitness revolution on Douyin. China's livestreaming e-commerce market is expected to increase by an additional 150.73 billion RMB ($22.45 billion US) in 2022. The livestreaming e-commerce market expanded 121% in 2021 compared to the previous year, reaching 961 billion RMB ($143 billion US). According to iiMedia Research, as of June 2021, the number of China's livestreaming users reached 635 million, an increase of 47.2% compared to the same period in 2020, accounting for 63.1% of internet users.ĭata from research consultancy AskCI also shows that the pandemic has given rise to a further boom in the stay-at-home economy, stimulating the growth of the livestreaming e-commerce industry. ![]() Undoubtedly, more and more Chinese consumers are accustomed to shopping via livestreaming, and the penetration rate of livestreaming e-commerce keeps increasing.
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