Livestreaming is not new in China, but it has recently become a mainstream way of shopping which can offer foreign brands sales and viewership, a quick boost of revenue.
This Wednesday Tmall Global, an online shopping platform owned by Alibaba, the internet giant that also owns Taobao and Alipay, announced that it plans to recruit and train 2,000 influencers in a “Global Influencer Ecosystem” to sell international goods to Chinese consumers. It already has 500 recruits from 10 countries with Kim Kardashian West included.
At the same day Kardashian – the reality TV star, social media icon and businesswoman – sold out of her stock of her name – brand KKW perfume in just a few minutes during a livestream with a help from China’s top key opinion leader, Viya Huang, drawing 13 million viewers to mark her entry into the China market via cross-border e-commerce site Tmall Global.
According to Alibaba report, her KKW fragrances, packed in bottles shaped like red or hot pink lips were sold in the amount of 150, 000 at $ 47 each in a matter of seconds.
Chinese influencers are here to help brands
But in truth, Kardashian West one hour livestreaming from New York would not be to be able to sell such quantities within minutes in China, without help from local KOL Viya, which did most of the selling. It is not easy to impress Chinese consumers without knowledge of Chinese language and local culture. Local KOLs are familiar with the platform and understand that fans want something functional with a bargain like discounted coupon, free shipping, etc. It is smart to take into account, that livestreaming with KOL influencers in China is always helpful for promoting imported brands.
During the live broadcast, there were links added to KKW perfumes so that viewers could buy with a few taps. This is a very common business tactic, as livestreaming has become a significant way for brands to reach Chinese online shoppers.
“Livestreaming used to be just one option for brands looking to reach Chinese consumers in new and engaging ways,” Alvin Liu said. “But now, because it has become so integral to how people shop here, it’s incredibly important for any brand that wants to be successful in this market.”
Get your beauty brand engaged in China´s market
“Kim, you really need to give us more stock” Viya joked, while one of her staff showed Kim the latest sales record. All 150,000 bottles were sold out within minutes of live streaming.
In China KOL´s have a lot of power to expose your product to the awareness of Chinese buyers. By using the Chinese language and knowing how to play in the Chinese market, it is very possible that your product will have great sales success. Without having the right influencer for your product, you will be most likely failed.
Maybe your beauty company wants to expand to China s market to impress Chinese consumers as well. Maybe you don’t have a powerful ambassador such a Kim Kardashian West or Chinese influencer like a Viya Huang for promoting yet. But at the start, we have a solution – You can find help in marketing agencies who understand China´s market to establish your product profitably. Gentleman Digital agency can engage your brand with an effectual KOL. With our experience, you can read more here about the services we can offer you.
We analyze your positioning to find the best strategy for your campaign & set up the whole thing. Depending on your positioning and your target, we help you choose the right KOL and the actual content of your campaign on the best platforms for your project to make the buzz. It should be remembered that we will send you a detailed report every month.
If you have questions about how to be successful in China’s market, let GMA help you to crank up your clientele in China by understanding China’s shopper’s needs. Get in touch with us, We will be happy to assist you. Work with a specialist in marketing in China can help you to avoid traps. Only then your imported beauty brand will be successful.