April 10, 2020
Chapter 2 of HOWTOSTREAM – Visiting China

Chapter 2 of HOWTOSTREAM – Visiting China


Ni hao and welcome to chapter 2 of #howtostream. Live streaming is huge, but most people are
not really aware of how huge it is and how peculiar it is in different cultures. Especially here in the west and Sweden where
I live people have low knowledge of this development. You could say that the asian countries are
the cradle of life when it comes to live streaming, they have been pretty much ahead of everything
we have here in the west. In both number of services, innovation, users,
ecommerce and other things connected to live streaming. In China for example live streaming is connected
to everything, and has been in over a decade. Already in 2005 YY (UJING) one of the biggest
livestreaming social networks launched their PC apps where you could live stream as a gamer
originally. before broadening to include video streaming
and chat features for uses such as concerts, fashion and sports. Even Before Amazon owned Twitch launched its
first service in 2011, YY(UJING) already had a mobile streaming application. Today the service has 300 million users. I should mention one thing which is that you
should always be open to source criticism when learning these numbers, because many
social networks in Asia suffer from fake accounts or bots, even on live streams you find robots
pretending to be human. even in Sweden this has
been an issue from time to time. But the services are massive even counting
in those factors. Another service worth mentioning is the most
popular short video app in China which is Douyin, the app supports live streaming and
has today over 320 million Daily Active Users. As you well know China likes to keep for themselves. However, Douyin is available for us in the
west. But we know it by another name. TikTok. Douyin is broadly similar to TikTok, but has
in China become more advanced than its global counterpart, the biggest difference is how
they work with ecommerce. Im gonna talk more about that later. China’s livestreaming industry reaches over
450 million internet users. Just think about that number. 450 million. In another perspective China has more humans
connected to the internet then there are people alive in Europe. With Over 800 million connected citizens where
98% av them are connected via mobile, China is truly a real giant. Becoming a livestream anchor, or Zhubo (主播)
as its called in China, is an increasingly popular career choice for the country’s
young people, especially females. by the way you can push the thumbs up
for my awsome mandarin or thumbs down if it sucks Livestreaming is primarily a form of communication And the chinese love to communicate. Over 30 different services have launched during
the years all special in their own way. Today however intense competition is a factor,
especially for the zhubos that are creating content. a high fan turnover, and unstable incomes
make streaming tough for streamers in China. I saw some statistics that showed that only
1 in 600 streamers earn a profit compared to a standard salary in China. It is not uncommon to find streamers insecure
about this job because they are not sure how long their fans are going to like them,the
fans just need to swipe their fingers and they reach the next live streamer’s session. Which of course demands that you always are
on your top game. We gonna talk about all that pressure later. The hosting services however always come out
on top. There is no other country in the world where
ecommerce and entertainment are more integrated than in China as i mentioned before. Live Streaming is used to engage consumers
on streaming integrated e-commerce platforms, only 2-3 clicks are needed for you to buy
something in a live stream session. And it works. Only Alibaba’s Taobao Marketplace
generated more than $15.1 billion last year through live streaming sessions, an increase
of almost 400%. And this is where China is very different. While most live streaming platforms in the
west are focused on gaming and entertainment, livestreaming is the how the Chinese consumers
find new products and decide what to buy. It is fascinating to see how fast people’s
buying behaviours can change. There is no hard selling here, as consumers
grow in sophistication and taste, they would rather join in on a chat. In this moment, consumers often feel a sense
of empowerment. The streamer (or brand) dont have time to
polish their answers because consumers have the power to hold them accountable through
questions in real time. It´s closer to a job interview than to a
product demo, but in here the viewers are conducting the interview. The consumer is the judge, jury and executioner
if necessary. All of this however allows brands to have
a richer experience with their potential customers. Live demonstrations allow for a dialogue that
can cover more complex products or services. Maybelline for example sold 10,000 lipsticks
in two hours through its livestreaming session with HongKong streamer Angelababy. They did this on another big social media
service called Meipai who has over 150 million users. More and more people live alone in China,
over 15%.It is mostly older people but even the young are marrying later and the divorce
rate is increasing, so a large number of young people have begun settling down as singletons,
clustering together in metropolitan areas. And then as you can imagine after you come
back from work you are hungry for some relaxed social interactions, and through these live
sessions with internet celebrities you get that. Viewers are watching all kind of things, like
people sleeping or doing choirs, im gonna talk more about that on another chapter. Fans say they feel their blood rush and heart
flutter when a host reacts to their comments, if you get picked out in the stream you feel
special and appreciated. Your idol just showed you some attention. You dont get that watching Paradise hotel
here in Sweden. Here in Sweden we also have many single households. Sweden has been known for having a high percentage
single households for a long time. Today it is the highest in
Europe with around 39 %. But that has been a part of the family dynamics
here in Sweden for a long time. Here, young people move out to an apartment
when they are 19, 20 years old, to try their wings and taste life. Something that is not so common around the
world. You also have alot of old people living alone,
after their spouse pass way. Female liberation, tech development and urbanisation
also play a part in this of course. That would be enough for today, I can talk
about this all day. Next time im gonna look at the rest of the
world, Tawian, Korea, USA and Europe. So please do subscribe so you dont miss out. Until next time, think about how you buy things
today and if you could buy something from a live stream in the future! Adio

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