Chinese livestreamers can rake in billions of dollars in hours. How long will it last?


Online streamers prepare for the annual Double 11 online shopping festival at Lingu e-commerce industry park on October 27, 2021 in Linyi, Shandong Province of China.

Xu Chuanbao | Visual China Group | Getty Images

BEIJING — Even as China’s newly rich internet celebrities keep smashing livestreaming sales records, businesses are finding other strategies that might work better for their brands.

Livestreaming is here to stay, many analysts say, but relying on a system of internet personalities and views will no longer be enough.

The real-time online selling phenomenon — also called “live commerce” or “livestreaming e-commerce” — took off in China after the onset of the coronavirus…


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