Baidu's billionaire founder Robin Li. “Home appliance queen” Dong Mingzhu, of electronics maker Gree. Luo Yonghao, the indebted online celebrity founder of smartphone maker Smartisan. China’s livestreaming industry has welcomed a flurry of high-profile figures over the past few months.

Livestreaming is really, really big. From its low-budget, grassroots origins, it has become a mainstream habit and an essential part of marketing in post-Covid-19 China.

Livestreaming is closely intertwined with e-commerce, short videos, and gaming. China’s livestreaming-derived market grew to RMB 61 billion (about $8.6 billion) in 2019, and is projected by research firm Equalocean to achieve a 12% compound annual growth rate to reach RMB 100 billion by 2023.

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Emma Lee

Emma Lee is Shanghai-based tech writer, covering startups and tech happenings in China and Asia in general. We are looking for stories related to tech and China. Reach her at lixin@technode.com.