Briefing: Fashion platform Mogu connects livestreamers and brands

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蘑菇街上线全球美妆供应链池 目标今年“蓄水”1000个品牌 – TechWeb

What happened: Mogu Inc., the fashion and lifestyle e-commerce platform backed by Tencent, rolled out on Friday a platform to connect livestreamers and cosmetics brands. Mogu Global Cosmetics Supply Chain Pool (our translation) helps livestreamers gain access to various brands and select cosmetics by offering product details, price fluctuations, delivery time, and historical sales. Brands and suppliers can meanwhile view the recent sales and areas of expertise for each livestreamer. The company aims to include 1,000 brands this year and add clothing brands to the platform in the future.

Why it’s important: Although the live-streaming boom is cooling down in China, it is becoming a larger part of the country’s e-commerce industry. More traditional e-commerce platforms like Taobao are leveraging the technology to offer a more interactive, immersive shopping experience. Alibaba’s Taobao is drastically expanding its live-streaming operations this year as a new driver for e-commerce growth. Mogu’s new platform aims to standardize the process of matching livestreamers and brands, driving efficiency and results.