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A NATION LIVESTREAMING ITSELF TO RICHES
In China, you don’t need a university degree to make it big. All you need is a smartphone, a decent internet connection, and an account on Douyin, Taobao, or Kuaishou – China’s equivalents of TikTok, Amazon, and YouTube. With that, anyone can launch into livestreaming: narrating personal stories, showcasing products, dancing, or even proposing in a staged wedding.The market has ballooned to an expected €700 billion in 2023, nearly 10% of all retail sales in China, according to GENUINE Research and iResearch. That’s 40 times its size from five years ago.
ATTENTION AS CURRENCY: THE RACE TO BE SEEN
Influencers like Yin Shihang have turned fabricated reality into business. His five-hour “wedding” stream brought in €7 million in sales. Others follow similar tactics: young mothers scream into microphones, silent grandmothers stare blankly into cameras – all to earn digital gifts that convert into real cash.German influencer Tilman Lesche, with 3 million followers on Douyin, explains: “It’s all about catching attention in 3 seconds.” Algorithms reward streams with high interactivity, making it a brutal race to stay visible.
LIVESTREAMING MEETS COMMERCE AT SCALE
China’s platforms integrate shopping directly into social apps. With a few taps, viewers can buy anything shown – perfume, phones, fashion – with next-day delivery. German products are particularly popular in Lesche’s streams, which resemble high-speed, interactive teleshopping.
FROM SUPERSTARS TO ROBOTS: THE EVOLUTION OF STREAMERS
Top influencers like Austin Li, the “Lipstick King,” sell millions in cosmetics.Now, platforms are testing virtual presenters – AI avatars that offer personal greetings and customized pitches. While they can’t yet answer comments, they never tire or misstep. According to Damian Maib of GENUINE German, robo-hosts could offer cost savings and fewer risks.
Readthe full article here: “Livestreaming in China: Der Traum vom großen Geld” , Süddeutsche Zeitung, April 2023
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