Written by Sally Zhang
In the first part of this series, I broke down the current state of live shopping, the factors that make it so successful in Asia, and the technological barriers to adoption in the U.S.
Now, to conclude, I’m sharing exclusive interviews that illustrate the Chinese vs. American POV on live shopping. What’s the appeal for different Chinese consumers, and how does live shopping fit in to their daily routines? Will Americans ever be able to shake off memories of QVC? And most important of all, how can your business approach the live shopping future? Keep reading to find out.
Yulin: The determined discount hunter
Yulin just started her first job, as a teacher in Guangzhou. In order to live in the big city on her current salary, she says, she needs to be a smart shopper. She looks for high-quality products at discount prices, and often checks reviews on Xiaohongshu before making a purchase. But live shopping is where she finds the best deals—so she always tunes in.
Like millions of other Chinese, Yulin follows livestream superstar Li Jiaqui on WeChat, where he posts daily live shopping previews. Each preview lists the products to be featured, in the order they will appear on the livestream. “I check the notification almost every day,” Yulin says. “If I find any products that I’m looking for, I will join the stream around the time he talks about that product. Then I’ll purchase from his Taobao store using the link he drops during the live shopping event.”
For Yulin, missing out on a live shopping purchase isn’t just a matter of inconvenience. She knows that without the steep discounts offered during live shopping events, she can’t afford certain items she wants. As a result, she’s committed to the hunt: “I once watched a live shopping event for four hours straight, just for this one product I wanted, because the host didn’t follow the order from the preview.”
This live shopping preview on WeChat displays the event schedule and product list.
Mingzhen: The ultimate stan
Mingzhen, a Beijing college sophomore, is a self-described superfan of pop singer/actor Lu Han, aka Luhan, aka “the Justin Bieber of China.” She’s bought all his albums. She collects his merch. She’s cheered at his concerts. And because of her flexible school schedule, she can watch any time Luhan appears on a livestream.
“Usually, the host will interview Luhan about his latest album, play some games, and have a real-time fan Q&A session first,” Mingzhen explains. “Then they dive into a brand that Luhan endorses, and they start talking about a collection of products.” These collections include exclusive goodies and special gifts, like limited-edition items with Luhan’s signature.
Mingzhen is not concerned about researching the things she buys during these events. For her, live shopping is impulse buying, just part of the price of being a stan. It’s all worth it for the excitement, and to feel closer to Luhan: “The livestreams are definitely a must-watch! The real-time Q&As let me better connect with him. Every superfan’s dream is to get the special editions with their favorite celebrity’s name on it.”
Star power x 2: Li Jiaqi and Luhan teamed up to co-host a Gucci cosmetics live shopping event.
Chong: The window shopper
Chong works for an ad agency in Shanghai, so she knows better than most how brands promote their products. She takes a minimalist, rational approach to live shopping, following her favorite brands on Taobao and spending more time browsing than buying—at least for now.
“I usually join live shopping events from small brands I like when I have free time at night,” Chong says. “Most of them are just the owners explaining product details while a model tries on different products. I’m curious about their new collections, and want to check size and fit on a real person.”
It’s this detailed insight and sense of personal attention that appeals to Chong. The experience, she says, is more like shopping in a brick-and-mortar store than normal online shopping. “Live shopping offers me a closer look at everything. I can see the clothes or lipstick on a real person to inform my purchase decision. It makes me feel that the brand is thinking of me first, instead of passively showing me a bunch of product pictures and letting me pick things by myself.”
While modeling a new purse, this livestream host answers viewers’ questions in real time.
Steve: The discerning fashionista
Steve lives in Boston and enjoys scouring the city’s vintage shops for one-of-a-kind designer finds. He also researches items online to make sure they’ll fit in with his wardrobe, especially when it comes to luxury fashion. Like many Americans, his view of live shopping was shaped by memories of QVC. As a result, “I don’t associate live shopping with something bespoke, unique, or luxury,” he says. “That original perception of live shopping kind of cheapens the product.”