Livestreaming sales reach for the heights

Investors attracted

According to a survey last month of 1,428 livestreaming audience members by iiMedia Research, more than 30 percent said they watch such broadcasts four to six times a week. Asked to state a reason for this, they said it helped them save time, as they are entertained while getting information about products on the market.

Skincare and cosmetic products are the most popular with livestreaming viewers, followed by electronic devices, homeware products, fashion and accessories.

The booming market has also attracted investment from other e-commerce operators and entrepreneurs.

In July, JD, a keen rival to Alibaba, said it planned to spend at least 1 billion yuan on nurturing its exclusive livestreaming broadcasters. It said it would partner with a number of multi-channel network agencies closely linked to short-video sharing platforms TikTok－known in China as Douyin－and Kuaishou. Essentially, JD wants to nurture five "chief recommending officers" to promote products listed on the platform.

In Hangzhou, capital of Zhejiang province, and also the birthplace of Alibaba, more agencies now specializing in nurturing and promoting livestream broadcasting are exerting a growing influence.

Xia Heng, founder of Nasi Agency, one of the top 10 in the industry, said, "Li Jiaqi may never be replicated, but we may produce 10, if not 100, broadcasters that, combined, have a greater influence than Li."

The agency, which received tens of millions of yuan in angel investment in July, recently established an academy for broadcasters in Hangzhou. It plans to enroll 100 candidates a month, and select 10 each time after three months' training.

It said it would create 10,000 broadcasters within three years.

Last year, the agency, which has partnered with more than 50,000 brands and companies, generated sales of more than 1 billion yuan.

"Every click on the screen by mobile phone users today can be profitable, but the key to profit is to create a human connection, not one between devices," Xia said.