SCC ANNUAL CONFERENCE - DR. LI ZHI & CHAILEEDO

Livestreaming eCommerce, also known as live streaming commerce or LSC, is a form of online shopping that combines the use of live video streaming with eCommerce. It allows retailers and brands to showcase their products in real-time to a large audience, often through platforms such as YouTube, Facebook, or dedicated live streaming apps.

During a live streaming e-commerce event, the host or presenter typically demonstrates and discusses the features of the products being sold, and may also interact with viewers through a chat function or other means. Viewers can typically purchase the products directly through Livestream, often at discounted prices or with special offers.

Livestreaming eCommerce has become popular in recent years as a way for retailers to connect with customers in a more personal and interactive way, and it has been particularly successful in markets such as China and Southeast Asia. It has also been embraced by consumers as a convenient and enjoyable way to shop online, as it allows them to ask questions and get real-time answers from the presenter.

30k product sets sold out, near $1m GMV in 5 seconds.

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Check out the top influencers selected by Chaileedo, please click here.

Tao bao, Kuai or Tik Tok affiliated influencers have become the most welcomed mega host by brand owners, with capacity to sell millions in seconds.

The most influential man in the beauty industry once competed with Jack Ma (CEO and Founder of Alibaba) in selling lipsticks and won easily. Called the Lipstick King by BBC. 

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Learn more about Austin Li.

Founded: 2017

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Brand Identity: 

Color cosmetics focusing on traditional Chinese culture, oriental aesthetics; floral essences

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Major Milestones: 

2019: 1.4 B RMB GMV via Taobao/T-Mall, No. 2 domestic color brand

2021: 5.4 B RMB GMV across all e-platforms

2022: NO. 1 domestic color brand based on the Double-11 sales event

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Successes with Austin Li 李佳琦:

• March 2019! Fairy Peach Blossom Ultra-light Setting Powder (空气蜜粉) – overnight sensation (爆品)

• June 2019: co-launched sculpture lipstick – overnight sensation

• Sept 2019: Austin Li became Florasis’s Chief Design Office

• Oct 24 2022: Floral Engraving Odey Makeup Palette (co-designed) launched in Austin’s livestreaming sales event, 250k sets sold out in seconds

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Skincare: largest globally, doubling every 5-6 years

Color: fastest growing segment (despite COVID)

Hair: slowest growth

Premium Brand Users:

• Age >30, female

• Lives in Tier 1 & Tier 2 cities

• Shops actively with strong purchase power

• Favoring foundation, lip colors, and eye shadow

• Business-oriented! travel frequently, dining out, open to new sales channels

Mass Brand Buyers:

• Age<30

• Lives in Tier 3-5 cities

• Shops less actively with low purchase power

• Favoring combo sets, gift sets, lipsticks, perfumes

• Overall highly active

• Enjoy mobile games and high-tech gadgets

Young Professional:

• Age 25-35

• Corporate employees in Tier 1 or in gov/financial sectors

• High income, high monthly expense

• "Invisible poor", fast-pace life, willing to pay for convenience

• Quality life practitioner

• Urban little fairy/ trendy boy

Gen-Z:

• Skincare and makeup enthusiasts.

• Favoring Lip gloss and foundation

• Interested in mobile games and delicacies

• Prefer short videos and vertical videos

• Obsessed with social networks

• Xiachen (下沉)

Small-Town Groups:

• Young, living in tier 3 cities

• Low purchase power

• Favoring combo sets and gift sets

• Prefer online entertainment and video apps

Male:

• Diverse age and geo-location profiles

• Focussed on Skincare needs

• Buying cosmetics for Spouse

• Business-Oriented

• Engaged in continue professional education and exercise

• Online gaming and sports contents

For more information and marketing strategy, please download the full presentation.