Live streaming commerce in China has seen incredible growth. In 2022, the market size reached $51.86 billion, up from $2.91 billion in 2017. This represents a 178-fold increase in just five years.
E-commerce platforms hosted over 120 million live streaming sessions in 2022, utilizing ปั้มวิวไลฟ์สด to achieve a fivefold jump from previous years. The transaction volume also skyrocketed, growing from $3.98 billion in 2017 to $368.96 billion in 2022.
The number of live-streaming e-commerce businesses grew rapidly too. In 2017, there were 2,915 such businesses. By 2022, this number had increased to 18,700, showing a 45.02% annual growth rate.
China’s online live streaming user base hit 751 million in 2022. Of these, 473 million actively engaged in live streaming commerce. This group makes up 63% of all live-streaming viewers and 44.3% of China’s internet users.
Key Takeaways
- The market size of China’s live streaming commerce has grown exponentially, from $2.91 billion in 2017 to $51.86 billion in 2022.
- The total count of live streaming sessions on e-commerce platforms surpassed 120 million in 2022, a fivefold increase compared to previous years.
- The transaction volume in live streaming commerce has seen a remarkable rise, from $3.98 billion in 2017 to $368.96 billion in 2022.
- The number of live-streaming e-commerce businesses in China has grown from 2,915 in 2017 to 18,700 in 2022.
- The online live streaming user base in China reached 751 million in 2022, with 473 million users actively engaging in live streaming commerce.
The Rise of Live Streaming Commerce and Viewer Engagement
Live streaming commerce has boomed, especially in China. Over 600 million Chinese users now engage in live streaming. This growth shows how popular live shopping has become in e-commerce.
Growth of Live Streaming Commerce in China
China’s live streaming market is set to hit $423 billion by 2023. This surge comes from mobile tech, social media, and changing consumer habits.
Platforms like Taobao Live, Douyin, and Kuaishou are reshaping shopping. They offer real-time brand interactions and product showcases. This mix of fun, social chat, and shopping boosts viewer engagement and sales.
Perspectives on Consumer Behavior in Live Streaming
- Streamer attributes: Scholars have explored how different dimensions of streamer characteristics, such as expertise and entertainment value, influence consumer behavior and purchase intentions.
- Consumer-streamer resonance: Studies have examined how the parasocial interaction and engagement between consumers and streamers impact purchase intentions.
- Product-related factors: Researchers have explored the effects of product-related elements, such as anchor fit, live content, and self-product fit, on reducing product uncertainty and enhancing purchase intentions.
- Environmental factors: Scholars have investigated how the live streaming environment, including visual complexity and background music, affects consumers’ emotions and purchase intentions.
- Platform attributes: Studies have explored how the media characteristics of live streaming platforms influence consumer attitudes and purchase intentions.
Current research mainly looks at why people buy during live streams. However, we need to understand long-term viewer behavior better. This includes why viewers keep watching and following streamers.
“The live stream user base in China has reached over 600 million, reflecting the growing popularity of live streaming commerce in the country.”
Live Stream Views Boosting: Streamer Characteristics and Viewer Motivations
Streamers’ expertise and entertainment value are vital in attracting viewers. Viewers seek authoritative voices for accurate information and product guidance. Expertise builds trust and impacts viewer behavior, including purchase decisions and engagement.
Entertainment is crucial in the competitive live streaming world. Captivating streamers create memorable experiences and emotional connections. This turns passive viewers into active participants and loyal customers.
Streamer Expertise and Entertainment
Streamer expertise reflects credibility in the virtual marketplace. Consumers seek accurate information and product guidance from authoritative voices. This expertise builds trust and influences viewer behavior.
Entertainment fulfills viewers’ need for enjoyment and captures attention. It’s key to maintaining engagement and creating memorable experiences. This aspect transforms passive viewers into active participants and customers.
Viewer Motivations and Intentions
Consumer decisions are influenced by multiple factors in virtual environments. Unable to directly assess products, viewers rely on streamer credibility. Trust facilitates transactions and builds long-term customer relationships.
Flow experience describes complete immersion during an activity. It increases viewer engagement and likelihood of purchases. Optimal stimulation level explores how intrinsic factors influence viewer reactions.
“In 2020, there were over 700 million live stream audiences worldwide, and the global market size for live streaming was projected to reach US$50.11 billion.”
Conclusion
The live streaming industry is constantly changing. This study offers valuable insights for Thai businesses looking to boost their views. By understanding viewer attraction factors, brands can improve their strategies and increase engagement.
Live streaming commerce is growing rapidly, especially in China. It offers real-time connection and community-building opportunities. Thai businesses can use this to reach wider audiences and build brand loyalty.
Repurposing content and using efficient editing tools can maximize the impact of live streams. Understanding the target audience is crucial for creating compelling campaigns.
Consumer characteristics, like optimal stimulation level, influence live streaming success. Thai businesses should tailor their content to meet specific customer needs and behaviors.
Live streaming and video content are becoming increasingly popular. Embracing this marketing channel can help Thai businesses grow and stay competitive.
FAQ
What is the market size of China’s live streaming commerce in 2022?
China’s live streaming commerce market reached $51.86 billion in 2022. This is a massive jump from $2.91 billion in 2017.
How many live streaming sessions have been recorded on prominent e-commerce platforms?
Over 120 million live streaming sessions were recorded on major e-commerce platforms. This number is five times higher than two years ago.
What was the transaction volume in live streaming commerce in 2022 and 2017?
The transaction volume soared from $3.98 billion in 2017 to $368.96 billion in 2022. This growth shows a compound annual rate of 147.4%.
How many live-streaming e-commerce businesses were there in 2022 and 2017?
Live-streaming e-commerce businesses grew from 2,915 in 2017 to 18,700 in 2022. This increase represents a compound annual growth rate of 45.02%.
What is the size of the online live streaming user base in China in 2022?
In 2022, China’s online live streaming user base hit 751 million. Of these, 473 million used live streaming commerce. This group makes up 63% of live-streaming viewers and 44.3% of internet users.
What are the five perspectives that researchers have focused on in the study of live streaming commerce?
Researchers mainly focused on five key areas in live streaming commerce. These include streamer attributes, consumer viewpoint, product perspective, live broadcasting environment, and media and technological attributes.
What is the gap in the existing research on live streaming commerce?
Current research lacks insight into long-term, relational behavior responses. Specifically, it overlooks consumers’ sustained attention to streamers, known as follow intention.
What are the two key characteristics of streamers that are important in the live streaming commerce sector?
Streamer expertise reflects their credibility and trustworthiness. Entertainment value fulfills consumers’ need for enjoyment and captures their attention.
What factors influence consumer decision-making in live streaming commerce environments?
Several factors shape consumer decisions in live streaming commerce. These include streamer credibility, established trust, and the flow experience during the live stream.
What are the research questions addressed in this study?
This study explores three main questions. First, how do streamers’ expertise and entertainment skills affect consumer behavior? Second, what mechanisms drive this influence? Finally, how do consumers’ personal traits moderate this process?