Note: This article has been translated from a Chinese article titled “直播平台热门案例盘点与商业预测——疯狂的直播” found on the leading digital media Wechat account yourshifu. The original article can be found by scanning the QR code at the bottom of this article. As the article was quite long, I have broken it down into three separate posts. The first two posts share case studies of three types of live streaming collaborations including brand and celebrity events, product launches and direct sales. In the third article the author, —- , has made some predictions for the future of the Chinese live streaming industry.
Platforms: Meipai and Taobao Live
On the night of April 14th Maybelline aired the press conference for their new lipstick on several live stream platforms. Viewers first watched celebrity Angelababy en route to the press conference, then followed her backstage as she was preparing to go on stage for the conference. Maybelline also created an HTML5 platform for the event which gathered together the streams of Angelababy and 50 internet celebrities so that viewers could access them all in one place.
Each live streamer displayed different aspects of the press conference, which created a lot of excitement as fans rushed between platforms to see exclusive content. In one hour, the press conference live stream received more than 5 million views on Tencent Live, 80,000 views on Meipai and 150,000 views on Panda TV.
During the event Maybelline also bought prominent ad space on the home pages of several ecommerce sites such as TMall and Weitao. As a direct result of the press conference Maybelline sold 10,000 tubes of their newest lipstick and earned a total of 1.42 million rmb.
Platform: 6 live streaming platforms -Bilibili, Le TV, Youku, TMall, Zaizhibo and Douyu
Not long after the Maybelline campaign, Durex began advertising on Weibo for their newest product, the Air condom.
On the afternoon of April 26th, the Durex event “100 Couples All Doing the Same Thing” broadcasted on several live streaming platforms. During the 3-hour event Durex showed 100 couples doing all sorts of activities, although they weren’t exactly the activities everyone was hoping for. The couples spent one hour setting up beds, half an hour conducting interviews, half an hour of stretching exercises, half an hour eating fruit, and the last half an hour was spent in bed in silence.
The event received a negative reaction, with many online users expressing that it was all hype and no actual content. Furthermore, the government sent out an announcement saying that brands should avoid hosting events that are sexual in nature. But even with all the negative press, there was no doubt in everyone’s mind that Durex attracted the public’s eye and proved that live video is capable of generating a lot of excitement and interest in a brand.
The event attracted nearly 500 million viewers across all platforms.
Platforms: Xiaomi Live and Bilibili
Shortly following the Durex event, Xiaomi held multiple events to launch their newest phone Xiaomi Max. In addition to a press conference and promotions on their own live video channel, they also held activities on the Bilibili platform.
At 4pm on the day of the press conference, Bilibili started a live stream with the title “We also don’t know when this boring live stream will end”. This 24 hour a day nonstop live stream was actually a promotion for the battery life of Xiaomi Max.
Xiaomi invited some well-known cosplayers to join the event. Every hour they would check the phone to see if it still had battery and if it did they would give away a prize. As soon as the battery ran out, they would stop giving prizes. The number of prizes increased each day. Day 1 they gave away one phone every hour, day 2 two phones, day 3 three phones, etc. until the phone ran out of battery.
According to Bilibili, this event attracted more than 2 million unique views a day, and during peak times each day there were more than 100,000 people watching simultaneously. Even at 1-2 am there were more than 10,000 people watching. This just goes to show that even a boring live stream can attract a lot of attention.
The event lasted over 10 days, receiving over 18 million views, giving away over 700 Xiaomi Max phones.
As we can see from the previous case studies, live streaming brings together the advantages of interpersonal relationships, social networks, and the internet and is gradually becoming a new means for brands to promote, increase traffic and awareness and sell their products.
With its low overhead, live streaming is extremely cost effective, and it is bound to become popular among all the large brands. Right now, for O2O e-commerce companies the trend is to combine popular hosts and online sales. Below are three examples of online direct selling on Taobao Live, Jumei Live and Luo Zhenyu’s personal book auction.
On May 25th, 2016 Papi Jiang, a famous Chinese internet celebrity, held an auction on Taobao Live for the opportunity to advertise with her. Over 50 million people watched the auction. This event not only gave Taobao a chance to test out the strength of their new live streaming platform and it also introduced users to this new live shopping experience.
Note: Taobao is China’s leading e-commerce platform. This new Taobao Live platform is similar to QVC, allowing viewers to add items they see in the live stream to their shopping cart. For more recent Taobao Live activities see here.
According to Taobao, in the first three months after they launched Taobao Live, there were over 10 million views, 1,000 official live stream hosts, with an average of 500 live streams a day. Over 50% of the audience was from the post 90s generation.
When compared with Taobao Live, Jumei Live offers a better shopping experience. It allows shoppers to add an item they see in the live stream to their shopping cart and go through the entire checkout process without ever leaving the livestream. The livestream will pop out in the small window in the corner of the screen, allowing them to watch and purchase items simultaneously.
For more about Jumei and their live streaming strategy read here (in Chinese).
On May 16th, Luo Zhenyu, a famous TV host, auctioned off his personal book collection (link in Chinese) on several live streaming platforms including Youku, Xiaomi, Douyu, Yingke and Taobao. During the nearly three-hour long auction, one set of books who’s starting price was 2.55 rmb, sold for 30,260 rmb. The other 9 books all sold for several thousand each, with some of them reaching over ten thousand.
Actually the same day as the Durex event, Luo Zhenyu had live streamed a show call “Thought Process” on Yingke, which had 10 million people watching simultaneously and received more than 50 million likes. Following this event, his production team did some research and came up with the idea for the book auction event.
Scan QR code for original Chinese language Wechat article