Smashing Live Stream Fuels E-Business
China Today (English)|August 2020
HUBEI cuisine became a countrywide trend in early April after a series of activities were live-streamed under the campaign called “Buy Made in Hubei products” via a range of online platforms. More than 540 million views, and 139,000 discussions around the campaign on China’s premier social media platform Weibo showed enthusiastic netizens sharing orders on their favorite food like Wuhan hot-dry noodles and Hubei fried rice.
LIU CHANG
Smashing Live Stream Fuels E-Business

A Growing Hubei Market

China is ahead of the curve in its recovery from the recent COVID-19 outbreak. However, blocked supply chains and logistics problems amid the pandemic in Hubei Province, where the virus was first detected, severely affected the sales of its agricultural products. This surely affected the livelihood of businesses and farmers concerned. But help has arrived. On March 27, the China Media Group launched a media campaign focusing on live broadcasts to help Hubei, which received an overwhelming response from a wide audience.

On April 1, CCTV News new media platform, together with more than 20 well-known e-commerce brands such as Taobao, JD, and Pinduoduo officially launched a large-scale non-profit campaign entitled, “Thank you for group buying Hubei’s products.” Zhang Yuanmei, Secretary of Honghu Municipal Party Committee, Hubei Province, joined a live streamed program on April 1, showing how to make lotus root soup with pork ribs, which attracted more than 20 million viewers. Meanwhile CCTV news host Zhu Guangquan paired up with one of China’s top live-streaming celebrities Li Jiaqi on April 6 to promote a range of commodities of Hubei, from hot-dry noodles to tea. The online show hosted by the unique pair drew nearly 122 million views, resulting in sales of about RMB 40 million worth of Hubei products.

この記事は China Today (English) の August 2020 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

この記事は China Today (English) の August 2020 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

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