From studios to streets: Chinese livestreamers chase sales in Seoul
In Seoul’s busy Myeong-dong district, the streets are usually crowded with shoppers and tourists. However, early in the morning, a different kind of activity is taking place. Small groups of livestream sellers set up carts and tripods to sell products online. Instead of performing for people on the street, they speak directly to online viewers through their phones.
One group is made up of Chinese resellers living in Korea. They sell clothing and hats from well-known brands to customers in China through livestream platforms such as Douyin, the Chinese version of TikTok. During their livestreams, they show products, answer questions, and encourage viewers to place orders immediately.
This type of business is part of a growing trend in China called livestream e-commerce. Customers can buy products while watching live videos, often at special discounts. Sellers create urgency by offering limited-time deals, which encourages quick decisions and increases sales. Many viewers prefer this method because they can see products clearly and trust the seller more easily.
Livestream shopping has become very popular in China, especially since the COVID-19 pandemic. It now makes up a large part of online shopping sales. Some sellers also promote Korean products, such as fashion items and beauty products, which are in high demand among Chinese consumers. However, some livestream activities in Korea are not officially approved by certain stores.
Although livestream selling can be very profitable, it also has challenges. Sellers working outdoors face cold weather, noise, and complaints from passersby. Many say they would prefer to work indoors, but outdoor livestreaming often attracts more viewers and leads to higher sales. As a result, they continue working outside despite the difficulties.
Edited using generative AI tools.
Source : https://www.koreatimes.co.kr/business/20260417/from-studios-to-streets-chinese-livestreamers-chase-sales-in-seoul |
