From AI to O2O: 7 Key Media Trends in China

June 27, 2025

As the digital media ecosystem in China continues to evolve at an unprecedented pace, understanding emerging trends is crucial for brands looking to thrive in this competitive market. Starcom, the media arm of Publicis Groupe, recently released its latest report, “Increased Integration and Depth in China Media Market”, identifying seven pivotal trends that are redefining consumer behavior, content distribution, and brand strategy across platforms. Here’s a breakdown of the most important insights and how brands can prepare.

 

1. Cross-Platform Integration: Breaking the Walls Down

China’s once siloed internet ecosystem is transforming into a landscape of collaboration. In 2025, we’re witnessing platforms like Tencent and Alibaba opening up to one another: Tencent Games content appears on Douyin, Taobao accepts WeChat Pay, and JD.com integrates Alipay.

For brands, this “horizontal integration” means smoother customer journeys and opportunities to execute truly omnichannel strategies. Cross-platform compatibility also improves user experience, leading to better engagement and conversion rates.

 

2. AI-Powered Search and Intelligent Interactions

Search is no longer just about users looking for information. With generative AI entering the scene, proactive content delivery and conversational search are reshaping digital marketing. The search engine market in China is expected to surpass RMB 300 billion by 2029, with mobile-based search playing a major role.

Brands must rethink their search marketing by aligning keywords, content, and SEO strategy with evolving AI-driven behaviors across Baidu, Douyin, Xiaohongshu, and other platforms.

 

3. Online and Offline Synergy: The New O2O Loop

Marketers are rediscovering the power of offline media, especially when amplified by digital interactivity. In 2025, 28.3% of advertisers are increasing their offline ad spend. Campaigns like Xiaohongshu’s user-generated content (UGC) billboards and McDonald’s programmatic subway ads show how to turn physical placements into interactive, trackable experiences.

Successful brands are integrating data capture tools, experience design, and social buzz triggers into their O2O campaigns to drive conversion.

4. Social-Powered Closed-Loop Commerce

Social media platforms are becoming e-commerce ecosystems. Xiaohongshu leads the way with interest-based group chats, offering exclusive promotions, live previews, and direct links to virtual stores. The results are impressive: 2.5x higher repurchase rates and 300x better conversion rates in private domains.

Brands must build community-focused strategies and activate users through content that fuels interaction and loyalty.

 

5. Value-Driven E-Commerce Over Price Wars

As consumer preferences shift from discounts to experience, platforms like Taobao and JD.com are focusing on enhancing logistics, customer service, and product quality. Features like Taobao’s hourly purchase service and JD.com’s “24-hour delivery in counties and towns” reflect this evolution.

To remain competitive, brands should deliver value through exclusive products, flexible services, and premium experiences instead of relying solely on low prices.

 

6. Diverse Content Channels: From Podcasts to Micro-Dramas

China’s content landscape is rapidly diversifying. Podcasts now reach over 220 million users, with 71.6% influenced to make purchases. Meanwhile, micro-drama users account for more than half of the internet population, with the market expected to grow 35% year-on-year to reach RMB 50.44 billion.

Brands need to leverage these formats to tell compelling stories, connect with niche audiences, and reinforce product relevance in immersive, culturally attuned ways.

7. AI’s Expanding Role Across the Funnel

AI is no longer a backend tool; it’s front and center. From predictive CRM and personalized content generation to dynamic bidding and campaign automation, AI is transforming the entire marketing stack. China is also exploring frontier technologies like brain-computer interface advertising.

Brands must embrace AI to improve media planning, content production, customer segmentation, and real-time campaign optimization.

 

Conclusion: Be Adaptive, Be Integrated, Be Smart

In today’s media landscape, success is no longer about mastering one channel or trend. It’s about understanding how technology, platforms, and content work together to shape consumer expectations.

By staying ahead of these seven trends, brands can craft adaptive, AI-enhanced, and experience-driven strategies that resonate in the ever-shifting Chinese digital ecosystem.

Need help navigating China’s evolving media landscape? Contact our team to explore how we can localize your strategy, enhance your platform presence, and drive smarter, performance-driven campaigns tailored to the China market.

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AI Tools, Smarter Discounts & Winning Plays: 618 Strategies for Beauty Brands

June 13, 2025

The 2025 618 Shopping Festival has revealed not just the strength of China’s e-commerce, but a strategic shift powered by AI, refined platform tactics, and tighter content-commerce integration—especially for the beauty sector.

AI Takes Center Stage

AI quietly became the engine of this year’s festival. Platforms like Taobao and Tmall deployed advanced tools such as Quanzhantui, which assisted 1.4 million merchants in campaign performance optimization. Their new “Image-to-Video” feature alone generated over 1.5 million videos in the run-up to 618, allowing beauty brands to scale production with unmatched speed and consistency.

In May, over 100 million pieces of AI-generated content were created by Alibaba platforms, helping brands reduce costs and maintain high engagement velocity.

Rule Changes and Real Impact

This year, Taobao and Tmall simplified their promotional mechanisms by eliminating complicated cross-store discounting. Instead, a universal 15% discount and category-specific vouchers created greater transparency and increased conversion rates.

The simplified pricing approach also helped:

  • Increase basket size
  • Lower cart abandonment
  • Improve campaign forecasting and marketing ROI

Still, users could stack up to 4+ coupons, leading to ongoing complexity and risks of exploitation via returns.

Return of International Beauty Brands

International giants reclaimed dominance during 618:

  • L’Oréal, Estée Lauder, Lancôme, and SkinCeuticals surpassed 100M RMB in sales within 30 minutes.
  • Local brand Proya was the only domestic contender in the same range.

Why? Cleaner inventories, global price-matching, exclusive discounts, and better member engagement strategies re-energized consumer trust.

Platform Differentiation Defines Strategy

Each platform reinforced its unique edge:

  • Tmall/Taobao remain brand-building powerhouses (45.1% market share, +8.5% YoY growth).
  • JD.com leaned into sustainable luxury with its “Green Impact Initiative.”
  • Douyin capitalized on algorithmic DTC performance.
  • Xiaohongshu (RedNote) emerged as the go-to discovery engine for functional skincare.

Content-Commerce Convergence

Cross-platform integrations like Tmall × Xiaohongshu’s “Red Cat Plan” created seamless discovery-to-checkout flows. Brands embedding Tmall links into RED posts saw a 27% lift in click-through-to-conversion.

Livestreaming’s Evolving Role

While year-round livestreaming is now common, 618 remains a high-intensity branding moment. Brands leverage the event for:

  • Launching new SKUs
  • Testing pricing elasticity
  • Generating strategic insights ahead of Double 11

Premium brands are more cautious with discounts, using livestreams strategically rather than constantly.

What This Means for Beauty Brands

618 is no longer just a discount-driven spike—it’s a mid-year strategy checkpoint. Success now depends on a refined mix of:

  • AI-powered content production
  • Platform-specific strategies
  • Transparent promotions
  • Commerce embedded in community

Want to future-proof your brand’s 618 strategy or improve your China e-commerce game with AI and integrated platform tactics? Contact us today to craft a data-backed, conversion-focused strategy tailored to your needs.

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9 Proven Strategies for Foreign Brands to Succeed on RedNote

May 16, 2025

RedNote (Xiaohongshu) has become a crucial platform for lifestyle-focused social commerce in China. With a strong base of Gen Z and millennial users, RedNote offers foreign brands a powerful entry point—if content is executed well.

Examples of Galeries Lafayette’s official RedNote (Xiaohongshu) account content, including branded posts, influencer videos, product promotions, and CNY marketing campaigns

Here are 9 proven strategies that help brands stand out, gain traction, and convert consumers on RedNote.

1. Choosing the Right Visual Elements

High-quality visuals are essential to gain attention on RedNote, especially on a platform rooted in shopping discovery. Authentic product photos—especially those that look like they’re taken by users—outperform overly commercial images.

Your cover image heavily influences click-through rates, and user-generated-style visuals tend to generate better engagement and higher conversions.

2. Localize Your Content

Translation alone won’t help your brand stand out. With over 56% of brands on RedNote being local, cultural alignment is key.

Foreign brands need to adapt messaging and visuals to Chinese tastes, participate in local events, and ensure language is in simplified Chinese with relevant slang and expressions. Professional translation is highly recommended over free tools.

3. Implement a Solid Influencer Marketing Strategy

Influencers remain central to social commerce in China. However, the shift is moving toward KOCs (Key Opinion Consumers) and Micro-KOLs, who offer more authentic and relatable content.

Use platforms like:

  • Pugongying – RedNote’s official KOL marketplace
  • Qiangua – A third-party tool offering in-depth analytics and price estimates

These tools help identify the right influencer partnerships based on engagement, niche, and audience fit.

4. Launch a Brand Promotion Through Ads

While organic content drives trust, paid content helps reach niche audiences. RedNote offers formats such as:

  • Paid KOL collaborations
  • In-feed/native ads
  • Search ads (placing your brand in top search results for relevant keywords)

Combining organic and paid tactics is essential for visibility and conversion.

5. Optimize for RedNote’s Social Search Function

RedNote users now skip traditional search engines and look directly within the app for product recommendations.

To appear in these results, your content must be keyword-optimized—using trending search terms in titles, captions, and hashtags. Conduct research on term popularity and search volume within your niche.

6. Long vs. Short Content

Brand accounts generally perform better with longer, keyword-rich content (about 500 characters), while individual influencers might gain engagement with just emojis.

Use a blend of rich descriptions and emojis for better readability and stronger reach through RedNote’s search algorithm.

7. Generate Traffic Through Lucky Draws

RedNote offers a built-in feature for lucky draws, where users follow, like, or bookmark to enter.

These campaigns attract initial attention—even from freebie seekers—but can go viral and lead to brand discovery by more qualified leads. Sephora is one success case, generating 1,000+ engagements with a lucky draw.

8. Utilize RedNote’s Live-streaming Features

Live commerce is rising fast on RedNote. Though platforms like Taobao and Douyin lead the category, RedNote is gaining momentum, particularly in beauty, food, and maternal product categories.

During the Spring Festival, the platform hit 198M RMB in sales via livestreams, with users valuing both interactivity and authenticity in real-time product showcases.

9. Participate in E-Commerce Shopping Festivals

Leverage China’s e-commerce calendar—especially events like:

  • Lunar New Year
  • National Day
  • Women’s Day (key on RedNote due to its largely female base)
  • RED Friday – RedNote’s version of Black Friday, from late November through early December

Participation in these events can significantly boost visibility and sales when paired with strategic promotions.

Final Takeaway

RedNote is more than a content-sharing platform—it’s a full social commerce ecosystem. For foreign brands, understanding and leveraging these 9 strategies is critical to building relevance and success in China’s competitive digital space.

Want to localize your RedNote strategy with confidence? Contact us today to build a plan that drives content, community, and commerce.

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RedNote Surges to No. 1 on U.S. App Store Amid TikTok Ban Concerns

January 16, 2025

As TikTok faces potential shutdown in the U.S. on January 19 due to ownership concerns, many “TikTok refugees” are seeking alternative platforms, and a new Chinese app is making waves in the American market. Xiaohongshu, known as RedNote in English, has skyrocketed to the No. 1 spot for free apps on the U.S. App Store, also claiming the top position in the Social Networking category for iPhone apps. This surge reflects a growing interest in the platform, as TikTok creators encourage their followers to explore alternatives in the wake of uncertainty.

RedNote has become the top downloaded app in the U.S

Why Is Xiaohongshu Gaining Momentum?

Xiaohongshu, originally launched in 2013, has evolved into a robust platform that resonates with creators and users alike. Often referred to as China’s answer to Instagram, the app combines the aesthetics of Pinterest with social shopping features, making it a compelling alternative for those seeking a new digital home.

Here are some key factors driving Xiaohongshu’s rise:

  • A Creator-Friendly Layout: With a design reminiscent of Pinterest, Xiaohongshu offers creators an intuitive and visually appealing interface to share content.
  • Social Shopping Features: The platform integrates e-commerce capabilities, allowing users to discover and shop products directly, enhancing the creator monetization potential.
  • Viral Growth: During the COVID-19 pandemic, Xiaohongshu’s popularity surged among younger Chinese users. Today, it boasts 300 million monthly active users, with 79% of them being women.

Xiaohongshu by the Numbers

  • User Base: 300 million monthly active users.
  • Funding: The app has raised $917 million in venture funding from major investors like Tencent, Alibaba, ZhenFund, and DST.
  • Valuation: Reportedly valued at $17 billion following a 2024 secondary share sale.
  • Projected Profits: Expected to exceed $1 billion in 2024, signaling its robust growth trajectory.

RedNote Shanghai Office

Opportunities for Creators

Xiaohongshu’s growth presents exciting opportunities for creators:

  • Content Diversification: The app’s unique mix of social networking and shopping enables creators to explore new types of content and revenue streams.
  • Early Adoption Advantage: With its growing popularity in the U.S., early adopters can carve out a niche before the market becomes saturated.
  • Supportive Ecosystem: Backed by substantial funding and a focus on e-commerce, Xiaohongshu is positioned to provide tools and features that empower creators to thrive.

Challenges and Considerations

While Xiaohongshu’s rise is notable, its long-term sustainability in the U.S. remains uncertain:

  • Regulatory Scrutiny: As a Chinese app operating in the U.S., Xiaohongshu could face increased scrutiny from authorities.
  • Competition: The app will need to differentiate itself further from established platforms like Instagram and Pinterest.
  • Cultural Adaptation: To succeed in the U.S., Xiaohongshu must adapt its offerings to align with local user preferences and behaviors.

What’s Next for Xiaohongshu?

With its viral momentum and robust features, Xiaohongshu has the potential to disrupt the U.S. social networking landscape. However, its future will depend on how well it navigates regulatory challenges and adapts to the preferences of an American audience.

If you’re interested in leveraging Xiaohongshu for your brand’s growth, contact us today to explore tailored strategies that align with your goals!

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Discovering Opportunities: Exploring China’s Recent Updates

May 20, 2024

1. Shanghai takes the lead as Chinese coffee consumption averages 16 cups per year

  • China’s coffee industry amassed a staggering 265.4 billion RMB (approx. 36.66 billion USD) in scale last year, with an average per capita annual consumption of 16.74 cups
  • Coffee Carnival is running in Shanghai between 30 April to 4 May, alongside over 50 esteemed local coffee shops.
  • Additionally, takeaway, payment, and social media platforms initiated the “Drinking in the City” campaign in Shanghai, poised to invest nearly 100 million RMB (approx. 13.8 million USD) into the consumer market.
  • With a net increase of 118 shops, marking a 14% year-on-year rise, the total count of Starbucks outlets soared to 7,093.

LINK:https://daoinsights.com/news/shanghai-takes-the-lead-as-chinese-coffee-consumption-averages-16-cups-per-year/

2.What’s driving China’s unstoppable second hand luxury market?

  • China’s secondhand luxury market is tipped to grow to $30 billion (217 billion RMB) in 2025 from $8 billion (58 billion RMB) in 2020, with Gen Z and millennials (under 40) together accounting for more than 80 percent of the total number of secondhand luxury consumers
  • From a luxury brand point of view, perceived value on the secondhand market can have direct repercussions on reputation and desirability in the eyes of consumers.
  • Brands should not see the secondhand market as an adverse phenomenon, but encourage customers to trade in or resell their pre-owned items through authorized channels, ensuring that the brand retains control over the quality and authenticity of the products in the secondary market.
  • Luxury brands must monitor and manage their perceived value in the secondhand market, as it can impact their reputation and desirability among consumers. Digital marketing efforts should focus on maintaining brand authenticity and highlighting the enduring quality and heritage of their products.

LINK:https://jingdaily.com/posts/what-s-driving-china-s-unstoppable-secondhand-luxury-market#8548723daa5e

3. Decoding China’s $170 billion ‘romance economy’

  • China commemorates love on three separate holidays: the Western Valentine’s Day on February 14, the uniquely Chinese 520 Day on May 20, a celebration derived from internet slang where the numbers “520” phonetically resemble the words for “I love you” in Mandarin, and the traditional Qixi Festival, which usually falls in August.
  • China’s Gen Z consumers are a key element of the “romance economy,” responsible for 54% of related orders according to the “Romantic Economic Big Data Report” released in 2022.
  • Survey data from iiMedia Research in 2023 revealed that regardless of their relationship status – single, in a relationship, or married – over 90% of participants were eager to celebrate romantic festivals by presenting gifts to family and friends.
  • Notably, jewellery ranks as the number top gift category for coupled-up individuals on China’s romantic days.
  • Traditional gifts like flowers, personal care items, and beauty products remain favorites and “gift boxes” persist as a preference for consumers on seasonal occasions.
  • “Love-brain” (恋爱脑) has recently emerged as a trending term online. It centers on the idea that individuals often lose their emotional or financial rationality when in love. This phenomenon prompted the creation of the phrase “scolding to cure love brain” (骂醒恋爱脑) as a response. And in turn, this has sparked a new type of service.

LINK: https://jingdaily.com/posts/decoding-s-china-s-usd170-billion-romance-economy

4. Xiaohongshu: Unlock new opportunities in Chinese beauty market

Customers are getting more connected to Chinese culture and caring about value, which makes domestic beauty brands more popular. Younger consumers are stepping up as key players in the domestic beauty market.

  • Emergence of quality Chinese cosmetics: Domestic beauty annual sales surged around 10%, outperforming foreign cosmetics with a commanding market share of 50%.
  • Co-create content with the brands: Hundreds of celebrities and top KOLs embarked on the offline and online collaboration with a lot of brands.
  • Create a personalized IP Matrix: Xiaohongshu collaborated with more influential media like CCTV network and created more personalized IP/topics for brands.

LINK: https://mp.weixin.qq.com/s/4oAwT-Q0mtbWHGQtRYSPLg

5.ByteDance surprises AI rivals with ultra-low cost Doubao model:

  • ByteDance has surprised the artificial intelligence industry with the ultra-low cost of its Doubao model
  • The company said it is capable of processing 2 million Chinese characters, equivalent to 1.25 million tokens, for RMB 1 ($0.14).
  • OpenAI’s most advanced multimodal model, GPT-4o, also unveiled this week, comes in at $5 per million input tokens handled.

LINK:https://technode.com/2024/05/16/bytedance-surprises-ai-rivals-with-ultra-low-cost-doubao-model/

6. Which fashion campaigns for China’s 520 Day hit the mark?

  • Luxury fashion campaigns for China’s 520 Day focus on limited edition collections, celebrity endorsements, and creative storytelling, often in the form of mini videos.
  • Brands like Gucci and Saint Laurent tapped into Gen Z’s preferences by incorporating traditional Chinese elements and leveraging digital platforms for greater engagement.
  • 520 Day’s fusion of traditional Chinese culture with commercialism highlights the evolving landscape of celebrations and consumer behavior, emphasizing the importance of cultural resonance and meaningful experiences in luxury marketing strategies for brands looking to better connect with consumers.
  • These strategies aimed to blend cultural significance with contemporary marketing, enhance brand appeal and foster emotional connections with consumers.

LINK: https://jingdaily.com/posts/which-fashion-campaigns-for-china-s-520-day-hit-the-mark

7. 2024 May Day Holiday: The rise of small cities tourism and AI companions

  • Amid an economy yet to fully recover to pre-pandemic levels, this year’s May Day break underscores a notable trend towards tourism in lesser-known destinations.
  • On social media platforms like Xiaohongshu (RED), many young people are keen to explore counties and even aim to ‘visit Top 100 Counties of China’ as a novel approach to May Day travel.
  • Hong Kong has shifted its focus to cultural and artistic events, as well as large-scale concerts.
  • It is also worth mentioning Japan. With the Yen reaching a 34-year low against the US dollar during the holiday period, this made it more attractive for overseas tourists.
  • ‘AI companion’ emerged as a new trend in travel. This involves using AI technology to offer personalised travel assistance services, crafting tailored itineraries and services.

LINK:https://daoinsights.com/opinions/2024-may-day-holiday-the-rise-of-small-cities-tourism-and-ai-companions/

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Ignite Your B2B Brand in China with the Power of Live-streaming

July 19, 2023

Welcome to the captivating world of live streaming in China, where businesses are transformed, lives are changed, and B2B can join in on the fun. Live-stream can sound like a daunting and stressful task for more traditional industries, but it doesn’t have to.

In this article, we will explore the incredible impact of live streaming for businesses and individuals alike. From revolutionizing B2B brands to boosting foreign trade, we’ll delve into the exciting realm of live streaming platforms and their role in shaping the Chinese market. So, get ready to embark on a thrilling journey that combines entertainment, education, and limitless opportunities.

 

Live Streaming: A Modern Twist to TV Shopping

Globally, live-streaming has breathed new life into TV Shopping, offering a contemporary twist that captivates audiences worldwide. It generated sales of $480 billion in China last year that are likely to jump 30% this year. 

B2B brands, usually considered to be on a more conservative side, are leveraging this dynamic medium to expand their reach and engage with customers on a whole new level both in China and beyond. In a survey conducted among Chinese B2B brands, 56% said that they plan to increase the budget for live-streaming video in the coming months.   

By harnessing the power of live streaming, businesses can showcase their products and services in an interactive and immersive way, leaving a lasting impact on viewers.

Live Streaming Channels

🤳 Check out our Introduction to WeChat Channels Live-Streaming

Boosting Foreign Trade through Live Streaming

Chinese manufacturers have discovered the immense potential of live streaming platforms in boosting foreign trade. Platforms like Alibaba.com, a leading global wholesale trade platform, have witnessed steady growth in cross-border business-to-business (B2B) trade through live streaming. 

In fact, during a recent trade event organized by Alibaba over 60,000 Chinese businessmen used cross-border live streaming to promote their products, attracting more than 700,000 foreign buyers. Viewers can witness the production process, product testing, and interact with hosts who speak multiple languages, including English, German, French, Spanish, Portuguese, Italian, and Arabic. 

This seamless communication and access to international markets eliminate constraints of time and location, fostering a truly global business environment. This trend has significantly contributed to the rebound in China’s foreign trade.

Can Western brands leverage live-streaming and reach their potential customers and partners based in China?

💼 10 Ways for a B2B Brand to Generate Leads on WeChat

Breaking Barriers for B2B Brands: Virtual Tours and Multilingual Experiences

Travel restrictions during COVID-19 seriously impacted the possibility of face-to-face meetings, trade show participation and factory meetings not only among overseas brands but also internally. That’s why Chinese companies acted fast and quickly adapted to obstacles. Virtual tours, industry conferences in metaverse, live-streaming shows and webinars quickly entered Chinese digital space and are here to stay. 

Since China’s reopening earlier this year, visitors can come freely to China. Nevertheless, new tools developed helped to break down geographical barriers and enabled brands to start and continue conversations online at their fingertips.

 

Live-streaming: What To Stream and How?

B2B brands can captivate their audiences through engaging live-streams on a myriad of topics. Whether it’s industry insights, product demonstrations, or thought-provoking discussions, live-stream events can offer a dynamic platform to connect, educate, and foster meaningful connections with clients and partners.

Themes:

  • New products and explanations of new features and functionalities
  • Frequently asked questions
  • Case studies
  • Tutorials
  • Behind the scenes: virtual tours, production process
  • Interviews
  • Trade shows

Because the Chinese digital ecosystem is vastly different from the global one, user behavior also varies considerably. However in this case it will work in your favor. 

Why WeChat Channels?

In China, users often don’t need to switch between different platforms and apps. Therefore if they already follow you on WeChat, you can send them a notification that a live-stream will take place and remind them just before it starts. It’s very convenient and helps to maximize effort. 

B2B Live Stream WeChat Santoni

Since most B2B brands build their brand hub on WeChat it’s the best choice to start live-streaming there as well (click here to learn more about WeChat for B2B sector). Thanks to the multitude of functionalities like live comments, customer service connection, and more, brands can bring their communication to the next level and truly get in a conversation with their followers.  On WeChat live-streams can be saved and watched later by your followers and newcomers. Recently our Head of Strategy, Miriam Dabrowa, shared her insights on how luxury brands can leverage WeChat Channels for live-streaming with JingDaily, you can read the full article here: A Luxury Brand Guide To Using WeChat Channels. Although, the article is dedicated to luxury brands, B2B brands can also learn and apply the key takeaways.

B2B Live Stream WeChat Santoni

⚠️Live-streaming from trade shows outside of China require applying to Tencent beforehand. You can contact us to support you on this.

🎥 See how you can get started on WeChat Channels – Guide for Beginners

The Fun Side of Live Streaming: Engaging and Entertaining

Live Streaming isn’t just about serious business—it’s also a realm of entertainment and engagement. This kind of content can seriously increase your credibility with authentic live content. Of course, professionalism should always be a priority but audiences look for valuable and interesting content first. 

The rise of live streaming in China has revolutionized the way businesses approach marketing and engagement. It has become a driving force in boosting foreign trade and facilitating cross-border business transactions.

Live Streaming not only breaks down barriers but also provides an entertaining and immersive experience for viewers. English-speaking WeChat users can now dive into this exciting world, where education, entertainment, and endless opportunities converge.

So, embrace the power of live streaming and unlock a new realm of business growth and engagement. Don’t miss out on this incredible journey that awaits you in the captivating world of live streaming in China. Also, don’t forget to check out article on Top 5 alternatives for LinkedIn in China you need to know now. For additional information, please contact at contact@thewechatagency.com.

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Live Streaming on WeChat Channels

June 7, 2022

Live streaming is the new Holy Grail for brands and businesses that are constantly looking for new methods to better engage their customers. This allows businesses to better understand their customer preferences, which aids in sales conversion and increases brand awareness. 

WeChat is a great medium for getting to know your customers and providing them with a variety of content that keeps them engaged and connected to your brand.

In this article, let’s look at another type of content to broadcast within the WeChat ecosystem beyond the WeChat Article and WeChat Channels video feeds: live streaming on WeChat. Tencent offers two different ways to stream live video: 

  • Through own mini programs’ integrated live streaming capability,
  • WeChat Channels’ built-in feature.

Brands that decide to use their own mini-programs to live stream have more flexibility when it comes to the live stream format but on the downside, these sessions won’t be discoverable on the growing Channels tab. Tencent has ambitious plans for Channels as it was highlighted during the Weixin Pro class earlier this year with already more than 450 million Daily Active Users. 

In the last couple of months, we’ve seen WeChat boosting its live steaming feature by providing brands with more ways of promoting their live streams and increasing the number of touchpoints where users can discover them. WeChat Channels accounts’ main page even shows how many live streams each account hosted.

In our blog post today we will focus on how to live-stream using WeChat Channels. 

What Are the Benefits of Using WeChat Channels Live Streaming?

WeChat live streaming is a new feature that allows you to live stream videos directly from your WeChat account. It’s an amazing tool for businesses and individuals who want to get their content out into the world and engage with their audience. Here are just some of the benefits of using WeChat live streaming:

  • It’s easy to use. Unlike other streaming platforms, WeChat has an intuitive interface that makes it easy for anyone to create a live broadcast.
  • The platform is free and easy to access on any device (desktop, laptop, tablet, or mobile). You can even access it from multiple devices at once.
  • Businesses can learn about the feelings of the audience right away by looking at their comments and reactions. They can also get honest customer feedback in real-time.
  • Learn what matters to customers when it comes to product selection.
  • Brands can reach a larger audience with less effort than ever before.
  • Companies can increase brand awareness and build a loyal fanbase.
  • Accounts can seamlessly incorporate e-commerce into their live streams and conserve with the clients. 

Top Live-Streaming Formats & Approaches

WeChat Channels Live Streaming Formats

Top WeChat Channels Live Streaming Formats

  • KOLs, live streamers 

Format: The host of the Livestream introduces and tests products.

Objective: Mainly to drive sales

Examples: Lee, Only

  • Fashion show

Format: A Livestream of a fashion show, with no host for the most part.

Objective: Awareness

Examples: Armani, Givenchy

  • Discussion rooms

Format: Hosts speak about various topics and respond to questions

Objective: Awareness, sometimes sales

Examples: HEYTEA, Shiseido

Livestream – Discovery: How Do Users Find Out About Live Streams?

Users can learn about your live streams in a variety of ways, including:

  1. A brand can add a plate informing about the upcoming live stream into the article. 
  2. WeChat displays a red dot and the name of the account that is currently live-streaming on the ‘Discover’ page.
  3. The streams of subscription accounts are promoted within the subscription folder with the currently streaming accounts encircled in red.
  4. A button to ‘reserve‘ (be alerted) when the live stream begins is included in all accounts.
  5. On the main channel page of WeChat Channels that are now streaming, there is a tile displaying the stream cover.
  6. Brand zone when searching for the brand through WeChat Search.
  7. And potentially more to come.
WeChat Channels Live Streaming Discovery Touchpoints

WeChat Channels Live Streaming Discovery Touchpoints

💬 If you are new to WeChat Channels you might want to get more familiar with the best tactics and grow your fanbase before organizing your first live-streaming sessions: WeChat Channels – How to Post for Success? 

Notable Livestream Features

  • Livestream – Purchase Path: When visitors enter the live-stream room, a floating window displays on the screen with a link to a direct e-commerce product page. By clicking on the ‘shopping bag’ icon, users can browse additional products. Users can look up additional information about a product and add it to their cart, or they can buy it right away and pay.

    WeChat Channels Live Streaming Purchase Path

    WeChat Channels Live Streaming Purchase Path

  • Livestream – Customer Service: Users can use the ‘comment’ function to ask questions, and they can also go to ‘customer service from the product page. Brands can also include a button to add a WeCom customer service contact to talk to the sales team one-on-one. By clicking on the ‘phone’ symbol (a rarely utilized feature), users can call the host live. Users can also participate in a live video or audio call with the host in real-time.
  • Livestream – Sharing a Stream: The stream can be shared with friends or uploaded to Moments. The user will be given a preview similar to WeChat Channels (live-stream cover). The preview will be blurred if the live stream has already ended. Users can click to reserve a live stream if a brand has already planned one.
WeChat Channels Live Streaming Sharing

WeChat Channels Live Streaming Sharing

  • Other features of a live stream: Livestream also offers the ability to hold lucky draws and create red packets. Users are invited to ‘comment’ (typically a brief message) to enter a random drawing for a prize – usually a tiny e-commerce coupon (which is quite popular). Red packets gifts can also be set up by hosts for their guests (Not very popular)

How to apply for WeChat Live Streaming?

Brands cannot start a live stream automatically. WeChat requires a formal application in the WeChat Channels backend to open the live streaming function.

Fill in:

  • The type of live streaming, 
  • Short-term and long-term plans, 
  • Contact information.
WeChat Channels Live Streaming Application

WeChat Channels Live Streaming Application

For the live stream, the WeChat Channel operator can stream directly from their mobile phone or computer desktop. 

When the application is approved in the WeChat Channels backend will share the streaming address and key provided by the video account assistant to output live streams through third-party platforms such as OBS.

Additional options: 

  1. Target Audience: when applying for the broadcasting, the brand can choose to allow only users on the list to watch your live broadcast – this requires uploading a list of WeChat IDs of selected users. 
  2. Products & Coupons: brand can upload a list of products and coupons in the backend that can be later on used and shared with the viewers during the session. 
  3. Teasers & reservations: brand can create a live steaming reservation and fill in the live steaming time and introduction. After successful creation, a brand can then insert the reservation card into the official account posts. At the same time, it can also be directly displayed in the video of the channel. A QR code is also available to download.
  4. Additional links: there are 4 types of links that that account can place during the live streaming:
    • Link to the next live stream and its reservation (to receive notification)
    • Link to the official account article
    • WeCom customer service contact card
    • Hongbao – red packet.
WeChat Channels Live Streaming Links

WeChat Channels Live Streaming Links

Before preparing your next live streaming session don’t forget to read out article on live streaming dos and don’ts.

Conclusion

WeChat has emerged as an extremely useful and powerful tool for businesses looking to expand to the Chinese market. From its live-streaming feature to its various other content, WeChat represents the growing trend of mobile-first social media. 

Its continued success is evident in the way it has already become an indispensable platform for businesses to market their products and build brand influence, not just in China but across Asia. That’s something brands would be wise not to overlook. 

If you wish to know more about WeChat and its various features, please contact our team. We use our knowledge and expertise to help businesses build meaningful partnerships and develop their network among Chinese customers. For additional information, please contact at contact@thewechatagency.com.

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Dos and Don’ts of Live Streaming in China

August 11, 2021

Live Streaming has become an amazing ecommerce business model. Retailers, KOLs, and celebrities sell products and services through streaming online where the presenter demonstrates the product and answers audience questions in real-time. The session can take place on any platform with live streaming support. Most of the Chinese e-commerce incorporated live-streaming features including Taobao, Kuaishou and more. WeChat is also rapidly developing its live streaming offering. 

 

Livestream ecommerce has been surging dramatically, especially in China. According to Forbes, the industry is estimated to earn a little over $60 billion annually. In 2019, livestream purchases were made by about 37% of the online shoppers in China (265 million people), making it a highly sought out strategy for connecting with your audience. But since everything is done in real-time, there can be no post-editing as with any video. So obviously, there are some things brands and streamers should keep in mind.

 

Here are some of the dos and don’ts of live streaming in China:

 

Dos

Prepare Well

Check your camera/phone, phone sets, products, events preview, discount coupon and most important, NETWORK SPEED. Understand what time suits your target audience and last your live stream at least 2 hours. The longer the better.

 

Offer Special Discounts

This pushes your audience to purchase during the live streaming.

 

Presentation Is Key

Providing useful information in a proper, simple and engaging way is always recommended. Introduce products with a connection to the brand story. This brings forth a truly personal experience for the people.

 

Communicate

Always read the message from your audience and reply in time to make a good communication. Respect and protect yours and your audience’s private information.

 

Don’ts

Don’t Push Sell

When streamers are only talking about the products instead of the benefits it has on the user, audiences can get turned off.

 

Don’t Spam Respond

Immediate response to every audience member will make your streams disorganised and terrible for people who want to watch it again. One best time to reply would be the breaks between different presentations.

 

Don’t Talk About Controversial Subjects

Never talk about illegal content (pornography, gambling, drug abuse etc.). If someone else brings it up, guide them towards a better and more trustworthy source of information.

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Live Streaming in China

September 4, 2020

Live video streaming is becoming very popular in China, especially amongst the internet youth. Its popularity is also growing, which could present some fantastic opportunities for companies who are implementing digital marketing strategies in their business plan. More than 400 million online viewers live stream in China, making it one of the most popular video formats. With over 200 livestreaming platforms focusing on different markets and viewers, it can function as a resourceful marketing tool at a fraction of the price.

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