Chine : le live streaming métamorphose l'e-commerce et les habitudes de consommation -
Actualité distribution : La pandémie de Covid-19 a incité un nombre croissant de personnes, en particulier la jeune génération, à passer des achats en magasin aux achats en ligne et en live, cinq ans après l'apparition de ces achats "en direct". (#1318049)
Luxury brands have long used influencers or key opinion leaders (KOLs) to get into the hearts, minds, and ultimately digital wallets of young Chinese consumers. Influencers, particularly those who enjoy a mass following, have helped to dramatically democratize the accessibility of a luxury lifestyle.
This has been a key success factor for labels in winning over younger and first-time luxury consumers. 44% of Gen Zs reported that bloggers and online influencers were among their top three sources for product recommendations (versus just 10% in the US). Indeed, the rise of livestreaming in the mainland has redefined the market power of celebrity influencers, many of whom can sell millions of dollars of prestige branded merchandise.