Live-streaming Is Cooling Down in China
BY Ye ChenAug 14, 2020
Pangqiu Data shows that the GMV of TOP50 live streamers in July decreased by 40.92% MoM, suggesting live-streaming is cooling down in China. Three phenomena are worthy of attention: - The beauty category is still the king category in live streaming; - Small brands are beneficial from long-tail micro live streamers (live streamer only with a small number of fans); - The ability of celebrities to do live stream E-commerce needs to be questioned.

Recently, Pangqiu Data released a list of TOP50 live streamers by GMV in July. In this list, these 50 live streamers’ total GMV fell from 12.498 billion yuan in June to 8.034 billion yuan in July, with an MoM decrease of 40.92% [1].

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Ye Chen
ChemLinked Research Analyst
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