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Three Leading Live Streaming e-Commerce Platforms in China and Their Key Strategies (pre-order)

January 02, 2025 / Julia Tu

18 Page, Topical Report

US$1,800 (Single User License)

※This pre-order report can be delivered in 5-7 business days after payment

Abstract

In recent years, both domestic and international e-commerce giants have recognized the monetization potential of live streaming e-commerce, leading to significant investments in this sector. China has emerged as a global leader in this field, with platforms such as Douyin EC Group (known as TikTok), Kuaishou E-Commerce, and Taobao Live driving innovation and growth. This report provides an overview of these three major platforms, analyzing their operational performance, product and service offerings, and live streaming technologies while exploring their deployment strategies.

Table of Contents
1. Definition of Live-streaming E-commerce

2. Douyin EC Group (TikTok): Interest-Based e-Commerce with Cross-Domain Resources

2.1 2.9 Billion Daily Live Stream Views in 2023

2.2 Stimulating Consumer Interest Through Content and Cross-Domain Resource Utilization

2.2.1 Integrating Platforms to Optimize Ad Placement and Influencer Matching

2.2.2 Introducing CORE Methodology to Deliver Live Streaming Solutions with Service Providers

2.2.3 Small and Medium-Sized Streamers: Key to Driving Operational Growth

2.3 Leveraging Volcano Engine for Greater Live Stream Stability and Performance

3. Kuaishou E-commerce: Building Trust to Boost Repeat Purchases

3.1 380 Million Daily Active Users and Nearly 1.2 Trillion RMB GMV in 2023

3.2 Focusing on Trust Building, Product Selection Support, and Traffic Assistance

3.2.1 Introducing Programs to Support Merchant Operations and Foster a Safe Live Streaming Environment

3.2.2 Launching Agriculture Development Plan and Managed Sales Model

3.2.3 Initiating New Merchant Launch Program and Develops Recommendation Systems

3.3 Developing AI Open Platform to Enhance Live Streaming Safety, Quality, and Interaction

4. Taobao Live: Creating Traffic via Integrated Content and Streaming

4.1 Lower GMV Growth than Peers Due to Top Streamers' Inactivity and Content Gaps

4.2 Content-Driven Live Streaming Focused on Influencers, Shopping Festivals, and Rural Villages

4.2.1 Integrating Taobao Live and Guanguang to Create "Content × Live Streaming" Model

4.2.2 Supporting Celebrity and New Streamers to Promote Shopping Festivals

4.2.3 Developing Featured Streaming to Drive Local Economies

4.3 Enhancing Technology for Live Streaming Stability, Precise Recommendations, and Virtual Streamers

5.MIC Perspective

Appendix

List of Companies

List of Figures
Figure 1: Douyin EC GMV and YoY Growth, 2020 - 2023

Figure 2: Kuaishou E-commerce GMV and YoY Growth, 2020–2023

Figure 3: Taobao Live GMV and YoY Growth, 2020–2023

List of Tables
Table 1: FACT Methodology and Strategic Applications of Douyin E-Commerce

Table 2: Live Streaming Solutions of Douyin EC DOU Lab

Table 3: Technology Adopted on Taobao Live

Table 4: Operational Features, Performance, and Technologies of Chinese Live Commerce Giants

Companies covered
Alibaba
Borgrise
ByteDance
Douyin EC Group
Herborist
Kuaishou E-Commerce
Lianwei Digital Technology
Ocean Engine
Pinduoduo (PDD)
Starry
Taobao
TikTok
Volcano Engine

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