LIVESTREAMING MARKETING IN CHINA
Livestreaming Marketing That Sells Live, On Camera
HI-COM is a China-specific livestreaming agency: brand-owned and influencer-led broadcasts, production, real-time moderation and e-commerce integration across Douyin, Kuaishou, Taobao and Xiaohongshu, backed by published, verifiable results.
What Is Livestreaming Marketing in China?
Livestreaming marketing in China means selling products in real time through a live video broadcast, hosted either by the brand itself or by a creator, on a platform such as Douyin, Kuaishou, Taobao or Xiaohongshu. Viewers watch, ask questions in a live comment feed and buy without leaving the stream. It is now one of the largest single sales channels in Chinese e-commerce, generating roughly $807 billion in tracked transaction value in 2024 alone.
WHY LIVESTREAMING, WHY NOW
The Numbers Behind China’s Livestream Boom
According to a December 2025 report from the USDA Foreign Agricultural Service, China’s livestream e-commerce market reached roughly $807 billion in 2024 and is projected to grow at an 18% compound annual rate through 2026, with 833 million livestream shoppers already active by the end of 2024 – 75.2% of all internet users in the country.
Market Size & Shopper Base
Transaction value, shopper numbers and growth rate for China’s livestream e-commerce market.
Share of Online Retail
How livestreaming’s share of China’s total online retail sales has moved since 2021.
Source: USDA Foreign Agricultural Service, Selling in China: The Rise of Livestreaming E-Commerce, report CH2025-0229, December 2025; Chinese Academy of Social Sciences (2024 incremental e-commerce growth share).
TWO WAYS TO GO LIVE
Brand-Owned vs Influencer-Led Livestreaming
There is no single right way to livestream in China. A brand-owned broadcast keeps full control of the message and the data. An influencer-led broadcast borrows a creator’s existing trust and audience. Most HI-COM clients use both at different points in the year, and the right mix depends on the product, the budget and how established the brand already is in China.
Brand-Owned Livestreaming
- Full account takeover for the broadcast
- Strategy and script setting
- Livestreaming space and equipment
- Dedicated on-camera hosting team
- ROI-based contract structure
Influencer-Led Livestreaming
- Talent sourcing and casting
- Briefing and contracting
- Live quality control during the broadcast
- Post-stream performance reporting
WHERE WE BROADCAST
Native Livestream Platforms We Work On
Douyin
Kuaishou
Taobao
Xiaohongshu (RED)WHAT WE HANDLE
Livestreaming Marketing Services
Brand-Owned Studio Livestreaming
Full account takeover, from strategy and script to a dedicated on-camera hosting team and equipment.
Influencer & KOL Livestreaming
Creator sourcing and casting through our wider KOL & influencer marketing network.
Livestream Script & Production
Broadcast scripting, product staging and on-camera direction built for how Chinese livestream audiences actually watch and buy.
Real-Time Moderation & Community Management
Live comment moderation and community management so questions get answered while the stream is still running, not after.
E-Commerce Integration & Checkout Setup
Store and checkout integration across Taobao, Douyin and Xiaohongshu so a live viewer can buy without leaving the stream.
Reporting & ROI Analysis
Performance reporting tied to viewers, engagement and completed sales, feeding directly into the next broadcast’s plan.
WHAT TO AVOID
Common Mistakes Brands Make With Livestreaming in China
Treating a Livestream Like a One-Off Event
A single broadcast rarely builds lasting sales momentum – the strongest results come from a regular livestream cadence that audiences learn to expect.
Skipping the Script and Product Rehearsal
An unrehearsed host fumbling product details in real time damages trust immediately, in front of an audience that is watching precisely to see the product used properly.
No Live Moderation Plan
Unanswered questions in the comment feed during a broadcast are lost sales, not just missed engagement.
Ignoring Checkout Friction
If the path from watching to buying is not integrated into the platform itself, viewers drop off before completing a purchase.
Measuring Views Instead of Sales
View counts look impressive in a report but do not pay the bills – a livestream program should be judged on completed transactions and repeat viewers, not reach alone.
Let’s Plan Your First Livestream
Tell us about your brand and goals.
FROM BRIEF TO BROADCAST
How We Work
Strategy & Format
We agree whether the broadcast is brand-owned, influencer-led or a mix, and set the goal, platform and cadence.
Script & Rehearsal
Product staging, script and on-camera rehearsal so the host is ready before the camera goes live.
Broadcast & Live Moderation
The stream runs with real-time comment moderation, so viewer questions get answered while they still matter.
Checkout & Fulfillment
Store integration lets a viewer buy without leaving the platform, with fulfillment coordinated on the back end.
Reporting & Optimization
Results are reported against viewers, engagement and completed sales, with learnings applied to the next broadcast.
Proven Livestreaming Campaign Results
Departo: KOL Livestreaming on Xiaohongshu
A KOL-hosted livestream on RED introduced Departo’s design pieces to a Chinese audience for the first time, selling more than 60 products live during the broadcast.
View the Case Study →Lucrin Geneva: Multi-Platform Social & Livestreaming
Livestreaming ran alongside WeChat, Weibo and Xiaohongshu management for this Swiss leather goods brand, contributing to 3 million-plus impressions through KOL marketing.
View the Case Study →Why Choose HI-COM?
HI-COM also works with international brands including Airbus, Decathlon, EY and Kering across translation, consulting and marketing – see who trusts HI-COM →
CONTINUE EXPLORING
Explore More
KOL & Influencer Marketing
Creator sourcing, contract negotiation and campaign management across every major Chinese platform.
Read More →PRIVATE-TRAFFIC RETENTIONWeChat Marketing Services
Official accounts, Mini Programs and CRM-driven retention once a customer already knows your brand.
Read More →SEARCH-DRIVEN DISCOVERYXiaohongshu (RED) Marketing
Note strategy, KOC/KOL casting and search-driven content for fashion, beauty and lifestyle brands.
Read More →SHORT-FORM VIDEODouyin (TikTok) Marketing Services
Creator casting, short-form video and livestream commerce on China’s dominant short-video platform.
Read More →Prefer WeChat?
Follow HI-COM’s updates or message the team directly.
Follow Updates
Message UsFrequently Asked Questions
What is livestreaming marketing in China?
Livestreaming marketing means selling products in real time through a live video broadcast on a platform such as Douyin, Kuaishou, Taobao or Xiaohongshu, hosted by either the brand or a creator, where viewers can buy without leaving the stream.
How big is the livestream e-commerce market in China?
China’s livestream e-commerce market reached roughly $807 billion in 2024, according to a December 2025 USDA Foreign Agricultural Service report, with an 18% compound annual growth rate projected through 2026.
Should my brand use a brand-owned or influencer-led livestream?
It depends on the goal. A brand-owned broadcast keeps full control of the message and data. An influencer-led broadcast borrows a creator’s existing trust and audience. Many brands use both at different points in the year.
Which platforms does HI-COM livestream on?
Primarily Douyin, Kuaishou, Taobao and Xiaohongshu (RED), chosen based on where the target audience already shops and watches.
How much does a livestreaming campaign cost?
Cost depends on the format, whether creators are involved, and how much production and moderation support is needed. HI-COM scopes a recommended budget after an initial strategy conversation rather than applying a fixed rate to every brand.
Do you handle live comment moderation during the broadcast?
Yes. Real-time moderation is part of the service, so viewer questions are answered while the stream is still running rather than after it ends.
Can viewers buy directly during the livestream?
Yes, when store and checkout integration is set up in advance, viewers can complete a purchase on Taobao, Douyin or Xiaohongshu without leaving the platform.
How is a livestream campaign measured?
Reporting is tied to viewers, engagement and completed sales, not view counts alone, since views measure reach but not revenue.
How does livestreaming compare to KOL video content?
Livestreaming sells in the moment, in real time, while recorded KOL video content builds longer-lasting search and discovery visibility. Most effective China campaigns use both together rather than choosing one.
Page reviewed and updated August 2026 by HI-COM’s marketing team.
Let’s Talk About Your Project
Contact HI-COM to plan your livestreaming marketing campaign in China.