Veteran China Ad Man Bryce Whitwam on China's Livestreaming e-Commerce Market
This week on Sinica, in a show recorded at Syracuse University on September 30, I chat with my old pal Bryce Whitwam about the remarkable rise of live-streaming e-commerce — and how it's already making its way to the U.S. 4:28 – Why Bryce chose to leave Shanghai and pursue a doctorate in the States 8:08 – How big livestream e-commerce has gotten and its predicted trajectory 9:37 – E-commerce livestreaming and the pursuit of celebrity 14:08 – The different types of livestream commerce 17:30 – Xiaohongshu 20:45 – Why Taobao has lost its dominance 22:07 – The value-add of an influencer’s pitch 27:00 – The demographics of Chinese livestream e-commerce consumers 29:09 – Insights from Bryce’s 25 interviews 36:36 – Buying food on livestream e-commerce and how agribusinesses are getting involved in the trend 41:21 – Livestream commerce in the United States 44:34 – How livestream e-commerce has changed the retail experience in China 46:43 – Potential future disruptions in the industry Recommendations: Bryce: Jeffree Star on TikTok as an American livestream commerce example and Omar Nok’s “Egypt to Japan Without Flying” TikTok stream Kaiser: The album True by Jon Anderson and The Band Geeks See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.