Struggling in the West, livestreaming ecommerce is a luxury sales driver In China

Comment Chinese consumers have shown little resistance to making big-ticket purchases online. Image credit: Shutterstock The following is an excerpt from Jing Daily’s market report “The Secrets To Selling Hard Luxury To China’s Gen Z.” Packed with 73 pages of market research, spotlight interviews with industry insiders and brand executives, and revenue-generating consumer insights, the report is a must-read for anyone interested in understanding — and effectively reaching — China’s next generation of luxury watch and jewelry buyers. Get your copy today on Jing Daily’s Reports page .

While it has struggled to gain a strong foothold in the West, ecommerce-enabled livestreaming is already big business in China, and has evolved from its early days of being a means for viewers to “tip” musicians and comedians to a proven way for luxury brands to reach young audiences and move inventory.

Luxury brands were relatively slow to experiment with ecommerce livestreaming, but this has changed rapidly since Louis Vuitton launched its first sales-enabled livestream on Xiaohongshu in March 2020.

Soon after, Net-A-Porter sold luxury leather goods by teaming up with A-list handbag influencer Mr. Bags (Tao Liang, b. 1992) on Alibaba’s Taobao Live platform.

In August 2020, Kering-owned Bottega Veneta partnered with livestreaming super-influencer Li Jiaqi on a livestream in which Li sold the entire inventory of 230 Mini Pouch bags (priced at $1,910 each) in just 10 seconds.

Also in 2020, one of the most important hard luxury events of the year, Watches & Wonders Geneva shifted to an entirely online format open to the public.

For the Chinese market, Watches & Wonders went a step further with an expansive livestreaming campaign in partnership with Tmall Luxury Pavilion and Net-A-Porter.

Running over five days in April 2020, the Watches & Wonders Tmall Watch Show included the debuts of more than 100 new models from nine […]

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