16 | Thursday, November 7, 2019 HONG KONG EDITION | CHINA DAILY BUSINESS Vendors embrace livestreaming Xiaomi unveils Brands adopt new gadgets to broadcasting for their product promotion during woo customers Nov 11 festival By MA SI pre­sales phase [email protected] Xiaomi is trying to Xiaomi Corp’s intensified push By HE WEI in Shanghai for high­performance handsets roll out cutting­edge [email protected] will help it safeguard its presence handsets to regain in the Chinese smartphone mar­ It is again the time of the year to ket amid intensifying competition the market share it splurge on the Nov 11 shopping gala, from Huawei Technologies Co, lost to Huawei, the annual mecca when brands analysts said. unveil flashy ads and meticulous The comments came after Xiao­ especially as the discount plans to grab people’s eye­ mi unveiled its latest smartphone Chinese smartphone balls and wallets. model CC9 Pro featuring a 108­ Eleven years into its existence, mega­pixel camera on Tuesday. At market continues to excitement for the buying spree may the same launch event, the compa­ see a decline in eventually begin to wear off. But to ny also unveiled its first Xiaomi­ keep consumers on an adrenaline A hostess promotes sales through interaction with customers online during an event organized by brand smart watch. shipments.” rush to shop, merchants and e­com­ Tmall in Shanghai on Oct 25. QIN TIAN / FOR CHINA DAILY “Xiaomi is trying to roll out cut­ Xiang Ligang, director­general merce sites have crept into new ter­ ting­edge handsets to regain the of the Information Consumption ritory by kicking their game up a market share it lost to Huawei, Alliance notch through livestreaming. Early adopters are already taking ness at Daxidi, an importer and hosts, Zhao from Taobao Live noted. especially as the Chinese smart­ While not a rarity in China’s thriv­ an initial victory lap. Chinese home processor of quality meat. She said Agencies like Nice are what the phone market continues to see a Huawei grabbed a record high ing social media landscape, lives­ appliances maker Midea Group saw sales promotion should only be val­ industry insiders dub “multi­chan­ decline in shipments,” said Xiang share of 42 percent in the domestic treaming as a key thrust of sales and monthly online revenue expand id if it manages to coalesce into nel networks”, which specialize in Ligang, director­general of the tel­ smartphone market during the marketing in major campaigns like roughly by 10 times since it boarded effective brand­building that’s bridging influencers with brands to ecom industry association Infor­ period, posting an annual growth Nov 11 has never been better empha­ the livestreaming express in Februa­ going to exert a long­term business help engage potential clients and mation Consumption Alliance. rate of 66 percent. This is Huawei’s sized like this year. ry, said Meng Qiang, e­commerce impact. drive online sales. Xiaomi said the Mi CC9 Pro sets a sixth consecutive quarter of dou­ According to Taobao Live, the operations manager of Midea. “Currently 80 percent of our sales “Influencers usually have a con­ milestone for the industry by ble­digit growth. social media affiliate of Alibaba “It’s a noticeable driver to growth is generated from recurring custom­ siderable follower base that sees becoming the world’s first mass­ Overshadowed by Huawei’s Group’s Taobao site, some 17,000 and provides much broader out­ ers, which shows brand loyalty is their opinions and suggestions as produced smartphone shipping a strong performance, the remaining brands have adopted broadcasting reach for customers compared with crucial,” she said. “But it also means credible,” said Xiao Xiao, head of 108MP camera. The remarkable top vendors, namely Vivo, Oppo, for product promotion during the conventional methods,” said Meng. we need to expand our follower base Nice, which currently houses nearly 108MP main camera offers an Xiaomi and Apple, all saw their pre­sales phase, which began some “We plan to invest more on lives­ and that’s not something you can 200 KOLs. image sensor which is twice as large market share sink further. Their 20 days ahead of the discount treaming in order to attract new hastily achieve by just offering dis­ But a growing number of brands as the mainstream 48MP cameras. combined share only accounted for bonanza. followers and hopefully translate counts and making one­off deals.” are taking a hybrid approach. It has a multi­frame noise reduction 50 percent of the market, down A torrent of brands broke the the vast traffic into considerable To this end, the company Despite working with KOLs for algorithm to capture rich detail, from 54 percent in the second quar­ threshold of netting 100 million revenue.” launched campaigns like “cooking product endorsement, they equally even in low lighting conditions. ter of 2019 and 64 percent in the yuan ($14.23 million) of pre­sales in Brands are becoming increasing­ a meal in five minutes”, inviting aspire for a firm grip on original and Aside from the 108MP camera, third quarter of 2018. just six minutes after livestreaming ly sophisticated in the understand­ chefs certified with Le Cordon Bleu compelling content. the device sports a penta camera Xiaomi’s shipments plunged by kicked off, data from Taobao Live ing of livestreaming, treating the — the guardian of French culinary That’s what propelled appliances setup that includes a 12MP tele­ 33 percent year­on­year to just 8.8 showed. digital vehicle as more than a sales technique — bonding with the manufacturer Joyoung to make photo camera, a 5MP telephoto million units, with its market Sectors such as lifestyle and furni­ tool but a window of opportunity for audience through authentic experi­ livestreaming a “business impera­ camera, a 20MP ultra wide­angle share in China falling to 9 percent ture, as well as maternity and baby story­telling and brand education, ence sharing. tive”. That means a compulsory camera, and a 2MP macro camera. from 13.1 percent a year ago. care, doubled the number of lives­ said Coolio Yang, China CEO of Social media has become the eight hours livestreaming per Xiaomi said these cameras can Xiang said the competition is treaming rounds, while a striking Kantar’s Media Division, the con­ prominent channel for online pur­ month is assigned to each employee cover consumers’ day­to­day getting cutthroat at this time. As four times more consumer electron­ sultancy’s social business intelli­ chases, with 43 percent of custom­ on the marketing function, accord­ needs for smartphone photogra­ more consumers embrace 5G ics merchants opted for livestream­ gence arm. ers in China choosing the likes of ing to Xu Nan, the company’s mar­ phy from landscape, portraits, smartphones, the overall ship­ ing to grab people’s attention and “They (the brands) don’t just do WeChat, Weibo or Red as shopping keting director. close­up shots, and even for 1.5 cm ments will rise in the future, which potentially their cash. livestreaming for the sake of it, but avenues, global consultancy Accen­ The National Radio and Televi­ super macro photography. can relieve the pressure on Xiaomi “Livestreaming is on the radar of they are on the hunt for key opinion ture said in its latest Chinese con­ sion Administration said last week Priced from 2,799 yuan ($400) in and other market players. many brands to navigate China’s leaders who have the matching sumer survey. it will strengthen supervision on China, the CC9 Pro came after data Fu Liang, an independent ana­ fast­changing consumption mar­ ‘tonality’ with the brand so that they There are two prevailing models livestreaming during the Nov 11 from market research company lyst who has been following the ket,” said Zhao Yuanyuan, operating can properly convey these messa­ for brands to conduct livestreaming: campaign period to prevent mis­ Canalys showed that the Chinese telecom sector for more than a chief of Taobao Live. “It’s like re­cre­ ges,” Yang explained. working with influencers (or better leading, exaggerated commercials smartphone market contracted by decade, said the whole industry is ating the ‘TV Shopping’ programs in Echoing that sentiment is Zhang known as KOLs in China’s internet or other potential cases of miscon­ 3 percent in the third quarter com­ waiting for consumers’ enthusi­ the mobile internet age.” Quan, head of livestreaming busi­ lingo), and grooming indigenous duct during these live shows. pared to a year earlier. asm for 5G to revive growth. Stock Market Performance Gainers and Losers International Stock Markets Daily % Index Close Daily % Chg YTD % Chg Gainers Losers -22.2% YTD +22.2% Shanghai Stock Exchange Composite Index 2,978.60 -0.4 19.4 Close Chg Shanghai Stock Exchange Hang Seng 27,688.64 0.0 3300 Daily Daily Hang Seng China Ent 10,860.86 -0.2 Close % Chg Close % Chg TAIEX 11,653.07 0.1 Shanghai Chengdi Construction 24.20 10.0 DalianEnergasGas-SystemCoL 21.47 -10.0 Nikkei 225 23,303.82 0.2 Shanghai Sinotec Co Ltd 23.33 10.0 ShanghaiXintonglianPackaging 12.80 -9.7 Sensex 40,577.09 0.8 2800 SuzhouSecotePrecisionElectr 28.64 10.0 TianYu Eco-Environment Co Ltd 10.06 -8.7 KOSPI 2,144.15 0.1 GuangdongWencanDieCastingC 17.64 10.0 SichuanMinjiangHydropowerCo 18.65 -7.9 S&P/ASX 200 6,660.16 -0.6 Hengdian Group Tospo Lighting 10.42 10.0 Hylink Digital Solution Co 14.95 -7.3 New Zealand 50 Gros 10,759.18 -0.8 2400 Hangzhou XZB Tech Co Ltd 35.50 9.8 Shanghai Fenghwa Group Co Ltd 8.21 -7.3 Straits Times 3,261.36 0.4 NDJFMAMJJASO JiangSuZhenjiangNewEnergyE 18.16 9.4 Jiangsu