# Livestreaming E-commerce
Latest news and articles about Livestreaming E-commerce
Total: 10 articles found
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.