'Livestreaming as a distribution channel' monetisation strategies This is what an e-commerce livestream looks like on Taobao: The livestream host is showing off the new skirt while reading comments from viewers about how the clothes will fit on different frames. Clicking on the basket sign takes me to a check-out while the stream is sti... See more
Livestreaming as a medium is a conflation of a product as well as as a distribution channel. It exists on a spectrum of being pure entertainment on one-side and a new go-to-market strategies on the other, with different kinds of monetisation models for each side. While western startups have centred around the 'livestreaming as product' theme, China... See more
In fashion livestreams, viewers can use chat to ask influencers questions about sizing, request close-ups of fabrics, or discuss what accessories would look good with each outfit. Platforms can further enhances this experience by adding features such as bulletins announcing product lotteries when the stream reaches a certain number of likes, or an ... See more