Editor’s note: A version of this post first appeared on Jing Daily, the leading digital publication on luxury consumer trends in China. 

From Papi Jiang’s Swiss watch collaboration to Tmall’s virtual U.S. shopping trip, live-streamed luxury brand campaigns are part of a growing trend as China’s live-streaming audience expands. The latest report by Chinese consulting company iiMedia Research estimated that the number of live-streaming platform users had exceeded 312 million by the end of 2016, with more than 200 apps and platforms making up a market worth close to 9 billion RMB (roughly $1.3 billion). Even though the Chinese government has recently tightened its grip on the practice, many industry experts remain optimistic about live streaming’s potential. For example, Credit Suisse noted in its September report that the market would grow to $5 billion by the end of 2017, which is about 50 percent of the size of China’s mobile gaming sector.

The excitement, real-time experience, and authenticity live streaming can bring to its audience represent a tremendous opportunity for luxury brands in China to improve their brand awareness and boost sales. Many of them, including Hilton Hotels and Resorts, Chanel, Dior, and L’Oreal, have already tested the waters—last year, Chanel debuted its products via a live-streaming event, Dior broadcasted its haute couture fashion show in Paris, and L’Oreal gave users the opportunity to buy its products as they watched its live broadcast.

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

What you get

Full access to all premium content and our full archives

Members'-only newsletters

Preferential access and discounts to all TechNode events

Direct access to the TechNode newsroom

Start your free trial now.

Get instant access to all our premium content, archives, newsletters, and online community.

Monthly Membership

Yearly Membership

Jing Daily

Jing Daily is the leading digital publication on luxury consumer trends in China. They publish up-to-the-minute news updates, reports on key trends, insights from leading industry figures, and in-depth...