Introduction
In China’s fast-paced livestream commerce world, the days of loud, hard-sell broadcasts may be numbered. A new wave of soft-selling livestreams is emerging on RedNote, led by Gen Z and Post-00s creators who are reshaping how products are showcased. Instead of shouting “buy now” slogans, these influencers focus on authenticity, transparency, and real conversations with their audience — and it’s paying off.
What Is Soft-Selling in Livestreaming?
Soft-selling livestreaming replaces high-pressure tactics with honest product discussions, personal insights, and two-way engagement. Influencers highlight both pros and cons, share personal experiences, and often discourage impulse buying — which paradoxically increases audience trust and drives sales.
A standout example is Lydiaaa, a former Peking University scholar, whose livestreams combine product demonstrations with scientific testing and candid reviews. In one 13-hour session, she told viewers not to rush into purchases, repeating the caution dozens of times. The result? Over ¥22 million ($3 million) in sales.
Why It Works on RedNote
RedNote’s algorithm favors content that drives genuine engagement and builds trust. Unlike platforms where aggressive discounting is the main driver, RedNote surfaces high-quality, storytelling-driven content to new audiences through its recommendation engine.
Key factors behind the trend’s success:
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Trust as Currency: Transparency earns long-term loyalty.
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Content Over Followers: High-quality storytelling reaches beyond existing followers.
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Cultural Relevance: Gen Z streamers understand the language, humor, and aesthetic that resonate with their peers.
Impact on Brands
For brands targeting younger Chinese consumers, soft-selling livestreams on RedNote offer both a sales channel and a brand-building opportunity:
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Lower Entry Barriers: Many soft-selling hosts charge less than mega-streamers.
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New Audience Reach: Up to 70% of buyers may be first-time viewers.
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Brand Affinity: The format builds an emotional connection that lasts beyond a single purchase.
How Brands Can Leverage Soft-Selling Livestreams
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Partner with the Right Hosts – Look for influencers with engaged communities, even if follower counts are modest.
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Allow Creative Freedom – Avoid over-scripted talking points; authenticity is key.
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Integrate Storytelling – Tie your product into relatable, everyday scenarios.
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Think Long-Term – Consistency matters more than a one-off sales push.
The Takeaway
Soft-selling livestreaming on RedNote isn’t just a passing fad — it’s a sign of where China’s e-commerce is headed. In an era when consumer trust is harder to earn, the brands that embrace authenticity and human-centered storytelling will have the edge.
Want to explore how soft-selling livestreams on RedNote can work for your brand? Our team specializes in creating authentic, high-impact campaigns that resonate with Chinese consumers and drive long-term results. Contact us today to discuss your goals and discover how we can help your brand build trust, engage audiences, and boost sales in China.
