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“Live-stream shopping in China is very influencer-driven. People watch live streams because they trust the influencer,” he said. “Whereas in the US, it’s still brand-focused. The relationship is between the brand and the customer, not an influencer.”Unlike mainland China’s influencer-driven live-streaming e-commerce segment, the direct...

The CNSA estimated this e-commerce segment was already worth hundreds of billions of dollars on the mainland. The state-run body reports to the National Radio and Television Administration (NRTA), China’s broadcasting regulator. 02:50China’s live-streaming industry heats up as millions of would-be hosts vie to break into...