直播带货
Imagine a home-shopping channel, but make it chaotic, charming, and driven by internet celebrities who can sell out 10,000 lipsticks in three minutes. Hosts broadcast live, crack jokes, demo products, and nudge viewers toward that 'buy now' button with countdown deals and digital gift-throwing. It exploded during 2020 lockdowns when bored shoppers and desperate retailers discovered each other in the most entertaining way possible.
China's e-commerce giants Taobao and Douyin (TikTok's Chinese sibling) turbocharged this format, turning top streamers like Li Jiaqi into household names worth more than most TV stars. COVID-19 lockdowns in 2020 pushed both consumers and traditional retailers online en masse, making live commerce a trillion-yuan industry almost overnight and reshaping how an entire generation thinks about shopping.
主播在直播中向观众推销商品，观众可以直接下单购买，兼具娱乐与购物功能。