Live stream shopping is big business in China - one study suggests Chinese consumers spent nearly $250 billion during these shows last year.
It’s a unique format, with presenters trying to sell goods while engaging non-stop with viewers.
But how do they talk about the same thing for hours? CGTN’s Michael Marillier finds out.
#livestream #shopping #china #europe #taobao #influencer
It’s a unique format, with presenters trying to sell goods while engaging non-stop with viewers.
But how do they talk about the same thing for hours? CGTN’s Michael Marillier finds out.
#livestream #shopping #china #europe #taobao #influencer
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NewsTranscript
00:00You can literally charge this an hour before you leave and it will go all the way up to 100%.
00:07This is Sam Tufts, a 25-year-old British influencer who presents live shopping shows on social media.
00:15This kind of shopping is common in China, but most Europeans are just starting to try it out.
00:22Sam says many people are turning to live streams because they feel more authentic than traditional advertising.
00:29In like TV adverts and whatever, it always looks like someone is trying to just sell it to you without even telling you what it really is.
00:36But in live streams, it does feel like when it is on, it was in your hands, you know, it feels like it's already in front of you
00:43when someone's actually talking about it with you, like a friend would talk to you.
00:47Advisory group McKinsey conducted a survey on live stream shopping last year.
00:52Many of the frequent viewers in Europe said they weren't chasing a good deal.
00:57The top reason for watching was actually entertainment.
01:0138% said they watched for fun, while just 30% were hoping for discounts.
01:07The rest of the audience watched for a variety of reasons, but for most, it wasn't about a convenient transaction.
01:15The fun came first, the shopping second.
01:18No strings attached, you don't need to sign up anywhere, you don't need to do any of this, all you have to do is just keep watching our lives.
01:24So, how do you entertain people for hours while trying to sell something?
01:29I've asked Sam for some tricks of the trade.
01:33So Sam, I've got my ring light set up, I'm ready to do my first live stream, let's go.
01:39Like, like this?
01:41Yeah, what do you mean?
01:43Nah, that's not going to work for anyone, man. You look like a 9 to 5 guy, dads, that no one's going to buy from, man. You look too much like a salesman.
01:51Now that my outfit's sorted, it's time to get down to business.
01:55Sam wants me to pretend I'm selling a power bank.
01:59Welcome to our live stream, everybody, we're here to talk about this.
02:03Okay, that's too much now, okay? You don't want to force the product into their face, okay?
02:08Sorry, you just got to project it like you're talking to your friend about, like, this school project that you are really excited to show to them.
02:16Clearly, I have a lot to learn, but Sam says it's part of the process.
02:21He's always looking to improve, and he's drawing inspiration from live streamers in China.
02:27I watched this one live stream that they were constantly singing throughout the whole two hours.
02:32And it's not like they were just singing, like, they were singing like an actual song.
02:35Like, they would say, like, ah, this is the product, this is what you can do, this is how much, then they put it away, then grab another one.
02:41And I thought, that is so clever.
02:43More than 80% of Europe's live stream shoppers only started using the format in the last two years.
02:50There's lots of room for growth, which is good news for influencers like Sam.
02:55What do you think? Casual?
02:58But maybe not such good news for amateurs like me.
03:02Michael Merilia, CGTN, London.