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Source: People's Republic of China in Russian – People's Republic of China in Russian –
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Source: People's Republic of China – State Council News
BEIJING, Aug. 2 (Xinhua) — Beijing university student Fang Rui recently bought several summer outfits during live broadcasts on China's popular streaming platforms Douyin (the Chinese version of TikTok) and Xiaohongshu. She was very pleased with the clothes after trying them on.
Fang Rui said that in the summer she prefers to buy clothes online rather than go shopping in the heat. Watching live streams is convenient – the hosts show clothes, talk about styles in detail, and the prices are usually lower than in regular stores. If she can find a streamer with a similar figure and style, it will be even easier for her to choose the right clothes.
In recent years, with the rapid development of Internet technology, online shopping through live streaming platforms has become a new fashionable form of consumption. With advantages such as ease of use, high interactivity, favorable prices and a wide range of products, this format is rapidly conquering the market.
According to the White Paper on the Development of Streaming Platform E-Commerce in 2025, published by the Research Center of the State Administration for Market Regulation of the People's Republic of China, the market size of streaming platforms in China increased by 10.5 times from 2019 to 2023. By the end of 2024, the total sales volume of this business form exceeded 4.5 trillion yuan (about 629.4 billion US dollars), accounting for almost a third of the total online sales and accounting for 80 percent of the growth of e-commerce. At the same time, the number of users in this flourishing industry reached about 600 million.
Against this backdrop, the vast army of streaming platform consumers is rapidly being replenished by university students. As industry analysts point out, students spend a lot of time online, which leads to them being more exposed to an emerging form of consumption such as online shopping via live streaming platforms. There is a tendency for students to be one of the largest and most active consumer groups in streaming commerce.
According to the recently released 2024 China Student Consumer Behavior Survey Report, the number of students in China continues to grow, with the total number of students in higher education reaching 47.63 million in 2023. At the same time, 41.1% of students earn part-time income of 1,500-2,000 yuan on average. The total annual consumption of students is expected to exceed 850 billion in 2024, demonstrating their significant consumption potential.
So what is the appeal of streaming trading for students? Analysts have given several answers.
They believe that high interactivity is one of the key features of online shopping via live streaming. In terms of instant interaction and visibility, this format significantly surpasses traditional e-commerce models. During the broadcast, the presenters communicate with viewers in real time, which makes the shopping process more interesting and targeted, and also allows to meet the personalized needs of students.
At the same time, analysts point out that interactive actions by users such as liking, leaving a comment, asking a question, joining a fan group to receive discount coupons, as well as actions by presenters such as instant responses, demonstrating and presenting products, issuing discount coupons, contribute to increasing engagement and stimulating consumer interest in student groups.
Moreover, live online broadcasts to promote products are often conducted with the participation of popular celebrities and Internet bloggers among students. Under the influence of the “celebrity effect” or “group identity,” students consider such public presenters to be fashion symbols and examples of quality life, and they easily develop special trust and sympathy for the products they advertise, which ultimately significantly stimulates consumption on streaming platforms, analysts believe.
Meanwhile, it should be acknowledged that with the rapid development of online sales through live streaming, the industry occasionally faces problems such as false advertising, late delivery of goods, and complicated return procedures, which negatively affects the consumer experience. In response to these challenges, relevant departments are accelerating the development and implementation of relevant measures to strengthen supervision and regulate live streaming trade.
Recently, the Beijing Market Regulatory Authority held a meeting on the operation of key platform companies in the city and released a document called “Some Measures for Regulating Illegal Activities in Online Sales and Streaming Trade.” The document outlined 10 major measures, including requiring enterprises to conscientiously fulfill their responsibilities in managing streamers in accordance with established standards, strictly monitoring five types of violations, and implementing four updated supervision and service models.
These steps are aimed at further strengthening the orderliness of online trade, creating a safe and secure digital consumer environment, and implementing the Special Action Plan to Stimulate Consumption, the implementation of which is envisaged as a priority task to ensure the country's economic growth in 2025.
At the same time, authorities and industry analysts are calling on students, who constitute one of the key consumer groups, to form the right attitude towards consumption, develop the ability to critically evaluate advertising information, approach purchases wisely, based on real needs and avoiding impulsive spending. -0-
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