How can international brands successfully use Live-Stream Shopping to advertise in China?

Online broadcast

Live-stream shopping is currently the biggest craze in China’s e-commerce industry, but what is it? Live-stream shopping has been compared to TV shopping on American QVC channels, but it is live, spontaneous, interactive, and sometimes gamified. Hosts broadcast in real time, videoing themselves modeling clothes or other goods, and viewers can then immediately purchase that […]

Shopping Malls in Shanghai: Enter the Shoppertainment Era

Shopping malls in Shanghai

«Sometimes I cannot sell even one dress in a day »: this is the testimony of the owner of a dress shop in the Di Mei shopping center located in downtown Shanghai. In one of the most shopping-mad cities in China, shopping malls are starved of customers, vacancy rates are rising, and rents are plummeting, leading […]