Live streaming is helping to boost sales on Chinese online shopping platforms such as Taobao, Xinhua reported on Jan. 6.

Hu shungen (right), deputy head of Suichuan county’s government, promotes farm produce from the county during a livestreaming broadcast on Taobao on Dec. 28, 2019. (Photo/Sipaphoto.com)

In 2019, more than 500 million people watched live streaming sessions online, and 40 percent of them bought products recommended by influencers, according to a survey report.

According to a report released by Taobao, over 100 billion yuan ($14.2 billion) worth of goods were sold through live streaming in 2018, up 400 percent year-on-year.

Live streaming gives users a strong sense of interactivity, through which they can gain a fuller and more in-depth understanding of the products, said Chen Qi, founder of Mogujie, a Tencent-backed fashion platform.

Statistics showed that there are more than 600 incubation companies with well-known influencers, and most of the companies are based in Hangzhou. This indicated that live streaming has become more organized and professional, said an analyst.

Live streaming has also helped rural residents sell their products to more people. For example, farmers are now selling agricultural products to consumers across the country with the help of live streaming services. During the “Double 11” shopping festival last year, about 20,000 live broadcasts took place on Tmall.

Going forward, the live streaming industry must address weaknesses such as exaggerated publicity, inflated statistics and poor after-sales services.