China’s live streaming commerce landscape remains one of the most powerful forces in digital marketing. As of December 2024, approximately 833 million users(Source: Statistical Report on Internet Development in China(CNNIC))—roughly 75% of China’s 1.1 billion internet users—are tuning into live streaming. With its strong interactivity and cost-effectiveness, live streaming continues to be a compelling tool for brands aiming to engage Chinese audiences in 2025.
In this 2025 deep-dive, China Gravy explores the most popular live streaming platforms in China—from Xiaohongshu to KuaiShou and Taobao —and how international brands can leverage them to drive awareness, engagement, and real-time sales through influencer-led campaigns and smart e-commerce and branding strategies.
Table of Contents
- What Is Live Streaming — and How It Powers E-Commerce
- How You Can Use These Platforms
- Marketing Strategies for Chinese Live Streaming Platforms
- Leading Livestream Influencers and Platforms in 2025
- China’s Live Streaming Sector – Key Insights
What Is Live Streaming — and How It Powers E-Commerce
Live streaming refers to real-time video broadcasts, spanning everything from entertainment (gaming, music, casual conversations) to fully commercial events focused on product sales. In China, both styles coexist — but it’s live commerce that’s reshaping how brands sell.
China’s live streaming ecosystem can be categorized into three core types:
- Entertainment Streaming (娱乐直播):
- E-Commerce Streaming (电商直播):
- Platforms: Taobao Live, Douyin E-Commerce, Kuaishou E-Commerce
- Focus: Product showcases, real-time selling, discount codes
- 618 Festival 2024 example: Taobao Live alone generated over 180 billion RMB in GMV
- These platforms are deeply integrated with digital storefronts and logistics
- Niche & Vertical Streaming (垂直直播):
- Platforms: Bilibili (virtual streamers), Xiaohongshu (grassroots product discovery)
- Focus: Deep-dive product testing, knowledge sharing, lifestyle storytelling
- Increasingly popular among Gen Z and urban millennials seeking authentic engagement
Live commerce pioneers like Austin Li Jiaqi and Xin Youzhi continue to attract millions of viewers per session, offering flash sales and exclusive product drops through livestreams. This direct interaction drives massive conversions, especially around key shopping holidays like Double 11 and 618.
According to reporting by TechNode and market intelligence platforms such as Syntun, livestreaming contributed over 330 billion RMB (~$45.5 billion USD) in GMV during Double 11 in 2024. Analysts predict that total livestreaming GMV may reach 6.5 trillion RMB (~$940 billion USD) in 2025.
Thousands of brands — from indie startups to global giants — now rely on Douyin, Taobao Live, Kuaishou, and Xiaohongshu to reach Chinese audiences in real time.
Below is how each of the 3 categories of livestreaming works, and how brands and individual creators commercialize their presence on these platforms:
1. Entertainment-Driven Livestreaming
Entertainment-based livestreaming platforms in China first gained traction by turning everyday users into online performers. These platforms have since evolved into massive ecosystems where fan culture, monetization, and real-time engagement drive both traffic and revenue.
Overview & Function
Initially centered on karaoke, comedy, dance, and casual chatting, these platforms attracted a broad audience seeking interaction, not just content consumption. Unlike traditional media, livestreams offered spontaneity and direct fan-host interaction, which fueled rapid growth.
Commercialization Model
Monetization came through:
- Virtual gifting: Viewers purchase digital gifts to show appreciation to streamers. These gifts are converted into real income for the host.
- Fan clubs and paid memberships: For exclusive access and content.
- Sponsorships and product placements: Particularly in categories like snacks, makeup, and music gear.
- Agencies and MCNs: Many streamers work under management companies that help produce content, negotiate deals, and grow fanbases.
Evolution
As platforms like Douyin and Kuaishou evolved, they introduced embedded shopping carts and direct purchase options during entertainment streams. This integration blurred the lines between content and commerce — viewers could enjoy a dance performance and buy the host’s outfit instantly.
Leading Platforms
- Douyin – China’s version of TikTok, offering both entertainment and e-commerce features. Over 750 million MAU in 2024 (Douyin Official).
- Kuaishou – Popular in lower-tier cities, known for grassroots creators and strong e-commerce integration. Over 400 million DAU (Kuaishou).
- YY Live – One of the earliest platforms for livestreaming, focused on performances and virtual gifting (YY Live).
Sources: QuestMobile Q4 2024 Report, Statista, official platform data.
2. E-Commerce Livestreaming
E-commerce livestreaming platforms are built with sales as the core objective. What began as product demos during entertainment streams has evolved into full-blown sales events, led by KOLs (Key Opinion Leaders), brand founders, or professional hosts.
How It Works
- Professional setups: Many streams use dedicated studios with lighting, scripts, and team support.
- Time-sensitive promotions: Brands create urgency by releasing limited quantities or flash sales.
- Instant checkout: Viewers can purchase directly from the stream via embedded shopping carts.
Commercialization & Brand Use
- Product launches: Many domestic and international brands debut new SKUs during livestream events.
- Campaigns during shopping festivals: Like Double 11 and 618, where livestreams drive significant GMV. In 2024, Taobao Live alone generated over 180 billion RMB during the 618 shopping festival (TechNode).
- Affiliate marketing and influencer partnerships: Influencers earn commissions per sale through personalized links.
Leading Platforms
- Taobao Live – Alibaba’s flagship livestreaming commerce platform (Taobao Live).
- Douyin E-Commerce – Integrates seamlessly with short videos and live content (Douyin E-commerce).
- Kuaishou E-Commerce – Especially strong in consumer goods, from cosmetics to agricultural products (Kuaishou).
Sources: Alibaba Group, Syntun, TechNode, Sina Tech.
3. Vertical and Niche Livestreaming
These platforms target specific communities and lifestyle segments, often emphasizing authenticity, storytelling, and community building over hard selling.
Overview
- Lifestyle-focused content: Rather than hard sales, these streams offer product recommendations, reviews, and “soft seeding.”
- Interactive education: Livestreams often include how-to content, unboxing, and behind-the-scenes looks.
- Community engagement: Hosts respond to followers’ comments, creating tight-knit fan groups.
Brand Strategies
- KOL campaigns: Brands work with mid-tier influencers to build trust in niche segments.
- Soft conversions: Instead of direct purchases, the goal is often awareness or brand affinity.
- Product testing and review: Viewers get in-depth looks before committing.
Leading Platforms
- Xiaohongshu (Little Red Book) – Ideal for beauty, wellness, fashion, and mom & baby sectors (Xiaohongshu).
- Bilibili – Focuses on gaming, anime, and tech. Hosts virtual idols, product unboxings, and geek culture livestreams (Bilibili).
Sources: Xiaohongshu Business Center, Bilibili 2024 Investor Report, iResearch China.
These platforms serve as powerful marketing touchpoints for brands looking to tap into China’s digitally native, mobile-first consumer base. From entertainment and authenticity to conversions at scale, livestreaming continues to be at the center of China’s digital commerce playbook.
How You Can Use These Platforms
Accessing and using Chinese livestreaming platforms can involve a few initial hurdles, but the process is straightforward once you have the right setup. Most platforms offer apps available on both Apple’s iOS App Store (China) and Chinese Android App Stores. To download these apps and register an account, you’ll typically need a Chinese mobile phone number.
If you don’t have a Chinese phone number, the experts at China Gravy can assist you with a fully compliant, legal solution to obtain one, allowing you seamless access to all the Chinese livestreaming and e-commerce apps you desire. Contact us for personalized assistance and more details.
Some popular apps, such as Taobao and Haokan, are also accessible via the international Google Play Store (blocked in mainland China), but these might still require a Chinese phone number for account creation.
Marketing Strategies for Chinese Live Streaming Platforms
Successfully marketing your brand on Chinese livestreaming platforms requires strategic selection and precise execution. Here’s how brands effectively engage with these platforms:
Choosing the Right Platform
- Audience alignment: Match your target demographic with the platform’s core audience. For instance, Douyin and Xiaohongshu appeal to younger, trend-driven users, while Taobao Live and Kuaishou attract a broader consumer base.
- Content type: Determine if your product is best suited to an entertainment-driven stream, direct sales-driven stream, or niche-focused streams.
Collaborating with Influencers
- KOL (Key Opinion Leader) partnerships: Partner with top-tier influencers to drive significant traffic and sales, leveraging their vast followings.
- KOC (Key Opinion Consumer) collaborations: Work with smaller, niche influencers who boast high engagement and authenticity, building trust through relatable content.
Best Practices for Livestreaming Campaigns
- Strategic timing: Align your livestreams with major shopping festivals (e.g., Double 11, 618) or culturally significant holidays (e.g., Chinese New Year, Singles’ Day).
- Interactive content: Incorporate engaging activities like real-time Q&As, interactive demos, and live challenges to maintain viewer interest and boost conversions.
- Cross-promotion: Amplify your livestream reach by cross-promoting across platforms such as WeChat, Weibo, and short-video channels.
- Special incentives: Offer livestream-exclusive promotions like limited-edition products, unique discounts, virtual gifts, or giveaways.
Compliance and Professionalism
- Ensure compliance with Chinese advertising and internet regulations, avoiding sensitive topics and adhering to local guidelines.
- Consider employing professional hosts or co-hosts to maintain quality and professionalism in your livestream presentations.
By strategically choosing platforms, partnering effectively with influencers, and employing best practices, brands can maximize their reach, engagement, and sales potential on China’s thriving livestreaming platforms.
Leading Livestream Influencers and Platforms in 2025
As of 2025, China’s top influencers leveraging livestreaming include The Boss Seven, Dong Yuhui, Austin Li Jiaqi, Xin Youzhi, and Crazy Little Yang Brother, each commanding substantial influence in driving consumer behavior.
Douyin and Kuaishou continue to dominate the livestreaming e-commerce landscape, significantly contributing to overall Gross Merchandise Value (GMV). According to recent reports, these platforms have become indispensable channels for brand growth and consumer engagement.
China’s Live Streaming Sector – Key Insights
Livestreaming continues to capture the hearts of Chinese consumers, evolving into a powerful live commerce tool. Brands that strategically utilize these platforms can directly generate sales through engaging, interactive broadcasts.
Key platforms include:
- Dedicated live streaming platforms: Huya Live, DouYu Live
- E-commerce-focused platforms: Taobao Live, Douyin E-Commerce, Kuaishou E-Commerce
- Vertical and niche platforms: Xiaohongshu, Bilibili
For more insights and tailored strategies to enhance your brand’s presence in China’s vibrant livestreaming market, and Looking to craft a winning livestreaming strategy for China?
