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

The industry buzz around live streaming is getting louder all the time, and with luxury travel and other sectors getting in on the act, there’s a growing desire for the immediacy and authenticity of live video delivered directly to the user’s choice of device. If projected figures are to be believed, live streaming is set to become a key marketing focus over the coming years, with live streaming activity, from platform development to advertising and events, destined to be worth almost US$ 16 billion by 2020.

Delivering live content was a key element in last year’s Singles’ Day extravaganza, with brands including Burberry, La Perla, and Paul Smith taking part in Tmall’s eight-hour live-streamed fashion show featuring 200 top models and celebrities. From a revenue-generating perspective, the ‘see now, buy now’ trend promoted by these events is really taking off—Alibaba reports a 32 percent conversion rate on its Taobao live platform alone. Meanwhile, the number of choices of platforms is ever-increasing—in addition to Tmall and Taobao, major players Sina Weibo, JD and a host of more niche services such as Inke, Bilibili, and Panda TV all offer live streaming experiences.

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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...