BT-REQ-1940 Consumer Holiday Guide 2023 v9 BH - Flipbook - Page 24
China’s livestreaming turnover
keeps increasing in the face of
additional regulation
Grace Guo
Helen Xia
Counsel
Beijing
Partner
Beijing
Livestreaming has continued to pick up steam in China’s
e-commerce sector. During a typical livestreaming session in
China, products are demonstrated in real-time to consumers
via social media platforms, sometimes hosted by famous
in昀氀uencers and many times by ordinary sales people. Livestreaming has become particularly common in China since the
beginning of the COVID-19 pandemic, when consumers had
to stay indoors, but has not lost its momentum since then.
Recent reports show that the turnover
achieved in China by livestreaming
throughout the 昀椀rst three quarters of
2023 has reached no less than RMB
1.98 trillion (approx. USD 270 billion),
i.e. a 60.6% increase compared to last
year. Now that China’s shopping season
has kicked o昀昀 strongly after the “double
eleven festival”, a yearly e-commerce
shopping spree held on November 11th,
there is no doubt that livestreaming
will continue to be a signi昀椀cant driver
of e-commerce sales throughout the
24
Retail and Fashion Holiday Guide 2023
shopping season, which typically lasts
until the end of the Chinese Lunar New
Year holiday, in February 2024.
However, with the rise of the economic
importance of livestreaming in China,
the practice has become subject to
an increasing amount of regulation,
aimed at promoting a healthy and highquality business environment. In the
course of 2022 and 2023, various new
laws and regulations were issued at
di昀昀erent governmental levels aimed
