Remember when we thought the era of super streamers was winding down after the 618 festival? Well, think again. From Li Jiaqi to Xinba, these names are not just sticking around; they’re dominating the charts as Double 11 kicked off.
Unexpected Comebacks and Record Sales
Just a few months ago, headlines were filled with news of livestreaming giants like Li Jiaqi going off air and Xinba hinting at retirement. Fast forward to now, and it’s a whole different story. As we stepped into the early days of Double 11, these icons weren’t just back; they were breaking records.
Xinba’s return on Kuaishou was nothing short of theatrical. His channel, previously suspended, lit up again on October 14. He marked this by hosting a “Super Double 11” livestream, drawing an audience that peaked at over four million live viewers, and racked up a total of 69 million views. The session’s gross merchandise value? A whopping 898.64 million USD.
Meanwhile, Li Jiaqi was also setting new records over at Taobao and Tmall, hitting over 14.02 million USD in sales on just the first day of presales. This isn’t just a comeback; it’s a blitz that grew his GMV by 20% from last year, pushing him to the top of the sales leaderboard.
The Strugglers and the Controversies
However, not all livestreamers are sharing in this wave of success. Luo Wangyu, for example, saw his presale livestream barely scrape together up to 700,751.21 USD. And over on Douyin, without “Crazy” Little Brother Yang, both Dong Yuhui and the Cantonese Couple faced setbacks and controversies, with noticeable dips in their GMV.
What’s clear is that the livestreaming landscape is shifting. With the industry’s penetration rate skyrocketing from 4.9% in 2019 to an anticipated 54.7% by the end of this year, the stakes are higher, and the competition fiercer. The growth rate, once at an astounding 85.3% annually, is now slowing, and the battle for viewer attention is intensifying.
What’s Next for China’s Livestreaming Giants?
As the dust settles post Double 11, what’s next for these streaming moguls? With the industry’s evolution, these veterans are proving they can adapt and thrive, indicating that perhaps we’ll see even more from them in the coming months. The full impact of this Double 11 will reveal where the future of livestream e-commerce might head, especially for those at the top of their game.
So, as we watch these giants of livestreaming navigate the choppy waters of e-commerce, one thing’s for sure: they’re not just surviving; they’re leading the charge. And for any marketer looking to understand China’s fast-paced digital marketplace, keeping an eye on these trends isn’t just useful; it’s essential.
