Livestreaming revives China’s retailers as e-commerce slows

With China’s e-commerce growth tapering off, livestreaming influencers are giving retailers a needed boost. Sessions go on for hours, and are especially long during big shopping extravaganzas like Nov. 11’s Singles Day, and “Double 12” in December. While e-commerce growth has slowed in a stuttering economy, the world’s second-biggest, the livestreaming model has given retailers a shot in the arm. During Singles Day, L’Oreal alone hosted over 600 hours of livestreaming between Oct. 21 to Nov. 11, Alibaba said. During the last Singles Day, sales throughout her online stores hit 340 million yuan compared with 7-8 million yuan in her debut 2014 year.

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