Livestreaming is a trillion-dollar industry in China, where social networking and entertainment meet marketing and e-commerce. China’s retail economy has become influencer-driven, with almost all online consumers buying products based on recommendations by their idols. That trend has enabled livestreaming and video platforms like Kuaishou and Douyin, which cultivated a roster of hugely popular influencers, to participate in the e-commerce market through partnerships with the online sales platforms.
Many people and businesses would not have survived the pandemic if it were not for the gig economy, says the co-founder of Asia Innovations Group, the start-up behind the live-streaming platform Uplive.
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