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Livestream E-commerce Platforms Expand Business to Auto Industry in China

By DAI YUAN|Nov 22,2022

Chongqing- As statistics show, the live stream e-commerce turnover of Double Eleven in 2022 reached 181 billion yuan (approx. 25.25 billion U.S. Dollars), going up 146.1% year-on-year. The main contributors are Douyin, Diantao, Kuaishou, etc.

According to the statistics released by Douyin, China’s mainstream short video and livestream platform, 7667 livestream retailers in Douyin created a revenue of over one million yuan from October 31 to November 11. The settled retailers participating in Double Eleven increased 86% year-on-year.

Started in 2009, Double Eleven has been turned into the world’s biggest shopping festival. The festival falls on November 11 annually; on that day, people rush to buy goods mainly online due to the significant discounts. It can be seen that live stream e-commerce has become a new trend that occupies a considerable share.

Livestream e-commerce boosts auto sales

Apart from traditional commodities, more livestream e-commerce platforms are expanding their business to the auto industry.

Bolaa Network, located in Chongqing Liangjiang New Area, assisted auto brands like Changan Auto, Changan Mazda, and Changan Ford to join the livestream on Double Eleven.

Bolaa also cooperates with Changan Auto to develop an online store, VR auto exhibition system, and smart livestream platform, allowing consumers to get closer to the cars without going outside. This also facilitates the auto enterprises to form their livestream strategic matrix by integrating with dealers and sales associates, significantly accelerating the O2O marketing layout.

Using the livestream platform and thousands of dealer resources, Bolaa has established new online customer channels that can achieve over 10,000 sales leads for auto enterprises.

The year 2022 is the boom period for auto livestream e-commerce. Based on the prosperity of short video and livestream e-commerce, auto enterprises are embracing new opportunities and establishing digital marketing strategies.

Livestream of Changan Mazda during Double Eleven. (Photo provided to iChongqing)

Livestream of Changan Mazda during Double Eleven. (Photo provided to iChongqing)

More job opportunities are created

While providing digital technology and new media service to the real economy, livestream e-commerce platforms will bring more job opportunities to people, responding to the national rural revitalization strategy.

“9.9 yuan a kilo, welcome to order,” said Da Lin, the short-video blogger livestreaming in a studio of Bolaa. Da Lin is a fruit farmer living in Chongqing Wanzhou.

Through receiving some livestream training, Da Lin has over 10,000 followers in his livestream room. “The video base allows me to learn new skills and brings me a way to earn more money,” said Da Lin.

“While the digital rural construction is one of the main directions for rural revitalization, we aim to lead farmers to use their phones and start livestreaming,” said Cao Jing, vice president of Bolaa Network.


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