Nearly everyone has watched one or two Livestream marketing videos on e-commerce platforms such as Taobao Alibaba. Livestream generates more than $15.1 billion of gross merchandise volume in 2018, and the number is sure to grow much bigger this year. This is becoming a big trend and Alibaba is collaborating with other Livestream and video platforms like TikTok.
Seeing products in motion seems to be more reliable than on photos, with someone showing how to use it / wearing it increases credibility. Some brands also collaborate with KOLs. Even celebrities turn to Livestream marketers, as clicks and "likes" turn into sales and cash quickly.
See these articles:
https://www.alizila.com/how-livestreaming-is-transforming-e-commerce-in-china/
https://www.parklu.com/live-streaming-sell-china-ecommerce/
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