For example, Luo Yonghao’s “Make Friends Live Session” vaunts very distinctive and unique features which are actually the main reason why users like to watch it on Douyin. Each live streamer has its own style, image and a fixed audience base, and some of them even turned their live into a trademark. Moreover, Douyin’s livestreams do not look all the same, but boast strong distinctive features. Douyin e-commerce based on content-driven users’ purchasing behavior is revealing very successful: data show the number of live orders in 2022 increased by 112% compared to last April. Short videos are used as hooks for attracting traffic for livestreaming, effectively stimulating user demand and conversion efficiency.Īccording to the 2022 Douyin Live Ecosystem Report, Douyin is currently livestreaming over 9 million sessions per month, with gross merchandise value (GMV) growing 3.2 times year-on-year. Unlike other platforms, Douyin’s competitive edge lies in its content ecosystem, and its unique short videos + livestreams combination model has already become the marketing strategy of many businesses. Short videos are its main driver of traffic, and its sophisticated algorithm makes sure the right viewers are watching. Source: Douyin, Liu Genghong’s official account on Douyin Douyin’s model relies on a perfect combination of short videos and livestreamsĭouyin livestreaming is currently growing rapidly. In this article, we analyze the main features of Douyin livestreaming, the differences with other platforms, and why Douyin livestreaming is a future trend to watch. According to Statista, as of February 2022, Douyin reported having 86.8% of its users streaming live content in China and spending at least 89 minutes watching videos on the platform each day. His most successful livestream attracted up to 44.76 million views, thereby setting a record for Douyin livestreaming in 2022.ĭouyin is a booming short-video app in China. During the streaming, Liu encouraged fans to dance and exercise together, reaching 35 million followers in just 10 days. Recently, fitness influencer Liu Genghong and his wife Wang Vivi sparked a revolution on Douyin. China’s livestreaming e-commerce market size is expected to rise by an additional 150.73 billion RMB by the end of 2022. ![]() ![]() The livestreaming e-commerce market size expanded 121% in 2021 compared to the previous year, reaching 961 billion RMB. According to iiMedia Research, as of June 2021, the number of China’s livestreaming users reached 638 million, an increase of 47.2% compared to the same period in 2020, accounting for 63.1% of overall 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. More and more Chinese consumers are accustomed to shopping via livestreaming and the penetration rate of livestreaming e-commerce keeps on increasing. Risk assessment for a transport operator in Greater China. ![]()
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