# Livestreaming E-commerce
Latest news and articles about Livestreaming E-commerce
Total: 12 articles found
Maturity and Trust: China’s Livestreaming Titans Cross the 6 Trillion RMB Threshold
China's livestreaming e-commerce market surpassed 6 trillion RMB in 2025, marking a shift toward quality-driven growth, while infant care brands face scrutiny and Macau’s tourism hits record highs.
The Legacy of the Turning Point: How Zunyi’s Revolutionary Past Fuels China’s Rural Future
This report examines how Zunyi, the site of the CPC's most critical historical pivot, uses its revolutionary legacy to drive modern economic initiatives like rural livestreaming and tea production. It highlights the transition of ideological messaging from traditional storytelling to digital commerce as a means of maintaining political legitimacy.
Beyond the Livestream: East Buy Pivots to Brick-and-Mortar to Hedge Against the Influencer Trap
East Buy has opened its first physical flagship store in Beijing, marking a strategic shift away from its reliance on superstar livestreamers toward a product-focused, multichannel retail model. The move follows significant leadership and talent reshuffling, signaling a 'de-anchoring' strategy aimed at long-term brand stability.
The 100-Yuan Sweet Spot: China’s Youth Pivot to ‘Value-First’ Dining
China's younger consumers are abandoning flashy, overpriced dining in favor of a 100-yuan 'value-first' trend known as 'Hang Chi.' Merchants are responding by leveraging 24/7 livestreams and high-value discount packages to capture a demographic that now prioritizes emotional satisfaction and tangible quality over social media vanity.
Beyond the Screen: East Buy’s Brick-and-Mortar Bet on Retail Longevity
East Buy has launched its first physical trial store in Beijing, marking a strategic pivot from pure livestreaming to an integrated O2O membership model. The move emphasizes self-branded products and long-term customer loyalty to mitigate the risks of the volatile influencer-led e-commerce market.
Hollow Gains: The Growing Crisis of Predatory Contracts in China’s Livestreaming Economy
China's livestreaming industry is facing scrutiny as brands speak out against predatory contracts and misleading GMV figures. High-profile influencers are increasingly accused of using lopsided agreements to extract fees while leaving brands to suffer massive losses from high return rates and opaque advertising costs.
Profit Over Personalities: East Buy’s Industrial Pivot Pays Off as Stars Vanish
East Buy has achieved a massive surge in profitability despite the departure of its top livestreaming hosts. The company is aggressively pivoting from a talent-driven agency to a product-focused retail brand, though this strategy risks alienating a loyal fan base that values the platform's original cultural appeal.
East Buy’s Talent Exodus: The High Cost of Trading Charisma for Control
East Buy is facing a major internal crisis as four veteran anchors resigned simultaneously, citing a shift from an idealistic culture to rigid military-style management. The departures highlight a broader strategic struggle as the company attempts to pivot from an influencer-driven model to a supply-chain-centric retail platform.
From Imperial Altars to Digital Carts: The $4 Billion Revitalization of China’s Agarwood Market
China's agarwood industry has transformed from a niche, opaque collectors' market into a $4 billion mainstream sector driven by livestreaming and young consumers. Through innovative design and supply chain transparency, the ancient incense is finding a second life as a standardized, modern luxury for Gen Z.
Old Milk, New Problems: Why a Livestreaming Scandal Threatens One of China’s Most Storied Dairies
Tianjin-based Haihe Dairy is facing a reputation crisis after a third-party distributor’s livestreaming error exposed the fragility of its digital expansion strategy. The incident highlights the systemic challenges heritage brands face in managing brand consistency across decentralized e-commerce platforms.
Cracks in the Pedestal: Dong Yuhui and the Identity Crisis of Chinese Livestreaming
Dong Yuhui's livestreaming venture is facing a major trust crisis following a series of product scandals, most notably the promotion of a fake Australian supplement brand. The controversy underscores a broader shift in Chinese e-commerce, where the 'trust dividend' of top influencers is fading as consumers return to more rational, utility-driven purchasing habits.
The Frankenstein of Livestreaming: How a Fake Australian Brand Scammed China’s Health-Conscious Youth
The exposure of Useit as a 'fake foreign brand' has unmasked a sophisticated network of regulatory arbitrage and influencer-driven deception in China’s health supplement market. By exploiting cross-border e-commerce loopholes and high-commission livestreaming structures, the brand successfully sold domestic products at luxury prices to health-conscious young consumers.