China Pioneers Live Streaming Retail Experience For Young Consumers

China Pioneers Live Streaming Retail Experience For Young Consumers
Loyalty & Membership

Video shopping is set to progress into live-streamed in-store events as the Chinese app ShopShops expands its scope

Lara Piras
  • 11 april 2018

With the tagline, “shop global like a local,” online Chinese marketplace ShopShops is making waves worldwide within the retail sphere. Connecting brands, stores and consumers, the app provides real-time interaction and content to engage potential purchasers in a way never seen before.

The app requires humans to serve as content creators and presenters of the merchandise and brand in question. For example, ShopShops founder and CEO Liyia Wu went to the Opening Ceremony flagship in SoHo last summer before it opened to the public. With between a reported 17,000 and 19,000 fashion-savvy shoppers in China connected through the app, she went through the collections responding to messages and inquiries as they popped up on the livestream’s feed.

Influencers with larger social media followings could have the power to further increase engagement here. One of the most common requests is the exact measurements of the garment, signaling another potential pro for the app: decreased returns as a result of providing this information in such an immediate manner.

Targeting 25 to 35-year-olds, the possibilities with ShopShops are endless. Instant in-store events could crop up at any time on both millennial and Gen Z timelines, giving them a sense of inside scoop— that they’re the first to see the product—in turn creating a new angle to exclusivity. With this in mind, the app has the capacity to engage consumers on a whole new level, likely increasing brand connection and loyalty as well as sales. The concept is also further bridging the gap between physical and digital retail, potentially providing the perfect blend that so many brands and consumers alike are seeking. Successful stores need to be able to transform into physical-digital playgrounds to entice consumers, and ShopShops may just have found exactly how to do so.

Video shopping was one of the key retail themes in 2017, with platforms such as Yeay and Depop at the forefront. Although live streaming is more advanced in China than in the U.S., expect other countries to catch onto this retail model quickly, with more and more brands, retailers and consumers jumping on board throughout 2018.

ShopShops


Lead Image: ShopShops via Facebook

With the tagline, “shop global like a local,” online Chinese marketplace ShopShops is making waves worldwide within the retail sphere. Connecting brands, stores and consumers, the app provides real-time interaction and content to engage potential purchasers in a way never seen before.

+apparel
+Asia
+china
+Design
+Facebook
+Fashion
+fashion / apparel
+fitness / sport
+gen Z
+infants
+influencers
+Innovation
+IoT
+livestreaming
+loyalty
+Millennials
+Personalized Loyalty
+retail
+Social Media
+Social Media
+sport & fitness
+store experience
+Store Expression
+technology
+USA

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