September 12, 2022

First Overseas Cross-border E-commerce Live Streaming on WeChat

【Posted on: 2020 May】

While live-streaming has been gaining popularity, no overseas WeChat live-streaming has been done – that is – until now! On May 5, 2020, We (OctoPlus Media) planned and executed the first-ever overseas WeChat live streaming of cross-border e-commerce for SaSa in Hong Kong. The two-hour live streaming attracted 33k viewers, 12k comments and 25k likes.

Affected by COVID-19, more people stayed at home during the Labor Day holiday than in previous years, leading to a new round of demand for “live streaming shopping”. “Watching live streaming+online shopping” has undoubtedly become the favourite pastime & consumption mode of Chinese Internet users. 560 million users are watching live broadcasts in China, and nearly half of them (about 265 million people) are using live broadcasts for shopping.

HK SaSa WeChat overseas live streaming invited Phoenix TV host Lin Weijie as the anchor and partner with SaSa’s own beauty consultant, which attracted the attention and support of many consumers. To enhance the interactive nature of the live broadcast, there have promotional activities and sent benefits to consumers with the online lottery. With the support of discount activities and well-known hosts, SaSa WeChat live streaming give consumers an excellent sensory experience and the best shopping experience.

With increasingly strong selling attributes of WeChat E-commerce live streaming, the platform has become more competitive against Taobao live streaming, Kuaishou, Douyin and other major live streaming platforms. Among them, live broadcasting in WeChat ecology has the following three characteristics:

Exclusive private traffic. Taobao’s traffic is public domain traffic which others can bring traffic in. But for WeChat, users will not come from other platforms, will not be lost and not lead to third-party KOLs, which is Exclusive private traffic.

Accurate user base. Most of the live streaming viewers come from fans and communities of the brand WeChat public account, and the users are very sticky. Compared with other live streaming platforms, there are fewer users who frequently enter / exit the live.

High sales conversion rate. The subscription attribute of the WeChat ecosystem is strong, and users are more likely to subscribe and follow. At the same time, the user’s trust relationship with the brand established through the WeChat public account helps to increase the conversion rate. Because the user of the public account first pays attention to the brand through the content, not just for shopping.