If Chinese influencers like Li Jiaqi and Viya can sell 15,000 lipsticks in five minutes and five commercial rocket launch packages each valued at $6.3 million in a livestream, respectively, why shouldn’t major luxury players and wholesalers take advantage of this new digital commerce solution?
“Social distancing and the reduction of mobility caused by the pandemic are imposing a digital escalation that has to involve the industry’s whole supply chain, including the brick-and-mortar,” said Giacomo Santucci, chairman of the national chamber of Italian buyers, who cited the initiatives featuring engagement among stores, influencers and consumers developed by brands on Chinese platforms, such as Taobao, WeChat and Weibo, as new exciting forms of effective social selling.