Louis Vuitton held its First Live Stream on Xiaohongshu

As the global epidemic gradually deteriorated, the luxury goods industry, which focuses on offline sales, was hit hard, and many brands chose to temporarily close their stores. Innovation in post-coronavirus China, Louis Vuitton is the first luxury brand to create original interactive content using live streaming. It attached over 15k viewers in just 1 hour and 10 minutes. The entire live streaming continued to remain in the top 3 of the live streaming hour list and occupied the first place many times. The popularity of live streaming exceeded 6 million, the interaction rate reached 33%. It attracted more than 20k fans for official enterprise account. However, live streaming also got some bad reviews from netizens. The results were unsatisfactory, and many elements such as lighting, background, and anchor wear did not match the brand image.

But there is no doubt that LV has made a breakthrough by taking advantage of live streaming and selling online on Chinese social media platforms in the way that young people like best. Recent popular live streaming also include Celebrity shopping anchor Weiya sold the rockets worth 40 million RMB on Taobao live streaming platform, it was sold out in a second; CCTV host “Witty Talker” Zhu Guangquan and “Celebrity shopping brother ” Li Jiaqi is connected across the live streaming, they help Hubei with goods worth 40.14 million yuan; On second-hand platform Xianyu, an anchor named TangXiao sold a plane worth 400M RMB on Xianyu live streaming. It shows that live streaming has penetrated all walks of life, it is changing the future of social content.