标题: Influencers' Marketing Industry in China 中国的网红经济 [打印本页] 作者: Helen 时间: 2020-4-23 08:45 标题: Influencers' Marketing Industry in China 中国的网红经济 回帖下载音频及双语全文：
Influencers' Marketing Industry in China
中国的网红经济
Chinese consumers these days are now buying more from online influencers live streaming their sales. Luo Yonghao, the founder of smartphone brand Smartisan Technology, sold 910,000 sets of products in his first live streaming on April 1. This one event generated 110 million yuan in sales. That same night top ranked live-streamer Viya successfully sold -- a rocket -- worth 45 million yuan.
The acceleration of live streaming in China as a sales channel is pushing traditional e-commerce companies to evolve. In the past month or so, the number of Taobao stores involved with live-streaming increased by nearly 720% month-on-month.
Analysts say in addition to selling products, livestreaming platforms also have the potential to sell knowledge and services. And that's where the COVID-19 pandemic has brought inspiration to the influencers, and the Multi-Channel-Network industry behind them.
Pan Wang is a big online shopper. She spent more than 150-thousand yuan shopping online last year. A big chunk of that came from browsing video streaming platforms and influencers on Douyin, the Chinese version of TikTok. "Shopping on these platforms is convenient and entertaining at the same time."
And she surely isn't alone. Today's Chinese consumers, especially the younger generations, rely on inflencers in many aspects of life --- from fitness, cooking, home deco to styling, skin care and even emotional and health counselling. Behind the huge influencers market is the Multi-Channel-Network industry, or MCN. More than 90% of top-level influencers either have signed to an MCN or established their own. The country is currently home to more than 5,000 MCNs, whose combined value is estimated to exceed 11 billion yuan by 2020.
As the COVID-19 hits many industries, the influencers' marketing industry has also felt the pinch. The industry saw monetisation dramatically down during the prime of the coronarvirus outbreak in China. Streamers are facing two massive issues: a lack of stock and delayed logistics. Income sources decreased with a majority of brand campaigns cancelled or delayed. With restrictions on people gathering, influencers who work with teams or film outdoors are having a hard time with content creation. But it's not all bad news. With people confined to their homes because of the virus, viewership was magnified.
I ordered some home-made flower cakes from my favorite influencer, and learned I have to wait for double the usual time, because production and logisitics are being restored step by step. Despite of the blow to profits during the initial period of the pandemic, the MCN industry is likely to make it all back later this year. Analysts expect the advertising industry to begin recovering in the late second quarter. They predict that the third quarter will be a boom period for marketing companies. And for shoppers, they'll have fun exploring a never-ending stream of new platforms and new faces.