China Influencer Marketing Podcast
China Influencer Marketing Podcast
Lauren Hallanan: Online Influencer and Chinese Social Media Marketer
CIM048: Taobao Live Streamer Christine Mou Shares E-Commerce Live Streaming Best Practices, Plus Her Thoughts on WeChat Live Streaming and Amazon Live
45 minutes Posted Jun 10, 2019 at 2:00 pm.
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Show notes

Christine Mou is an e-commerce live

streamer with Shopshops, a company based here in NYC that does cross border
e-commerce live streaming both on Taobao and on their own app, selling products
from international brands to viewers in China.

(If you’re interested in hearing more about

Shopshops you can check out episode 28
where I interviewed the company’s founder Liyia Wu. )

In today’s interview, Christine shares her

experience as an e-commerce live streamer and gives tips for brands who would
like to get started with selling and promoting their items through live

We also talk about the new WeChat live

streaming feature that is currently being beta tested and whether or not she
thinks it can compete with Taobao live streaming. And we also share our
thoughts on Amazon Live (I’ll give you a hint – we think it’s terrible).

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articles: Amazon
Live Is Alibaba's Live-Streaming Without The Good Bits




an e-commerce live streamer

  • Lives in NYC, began working as
    a live streamer with Shopshops late last spring
  • Learn more about Shopshops from
    a previous interview with the company’s founder here
  • Shopshops does cross border
    e-commerce live streaming, selling products from international brands to
    viewers in China
  • Found live streaming difficult
    at first, a bit awkward. She had to develop persuasive selling techniques and
    engagement skills
  • As an e-commerce live streamer,
    not only do you need to be an engaging streamer, but you also need to be good
    at choosing the right products that your audience will be interested in.
    Oftentimes they will pick what they think audience will like, but then have to
    switch as they go along
  • Metrics they care about –
    number of viewers, average viewing duration, conversion rate, return viewer


is e-commerce live streaming so popular in china?

  • Prevalence of e- commerce
  • Live streaming adds value,
    viewers gain sense of realness and transparency
  • WOM and product demonstration
    by peers is very influential



  • In China in general 70% of
    e-commerce live stream viewers are females between ages 20-45
  • For Shopshops customers that
    skews slightly higher, average age around 35, have more financial ability to
    purchase premium products

Why does the audience trust streamers?

  • Streamers are not just sellers,
    they are influencers too
  • Viewers see them as friends and
    want to follow their lives
  • No separation between
    e-commerce and social in China
  • Streamers don’t always talk
    about products right away, they tend to chat first, and throughout the streams
    they engage with the audience non-stop


stream vs. influencer streams

  • Small brands or brands with
    little brand recognition should work with live stream influencers
  • Stay small in the beginning and
    work with 1-2 very targeted KOLs
    • Challenge of representing a
    • Pressure of generating sales
    • Ongoing collaborations
  • Bigger brands could do it
    themselves, create in house live stream team
  • Brand streams – identify a
    person in your team who might already be doing something on social
  • No matter what, stay


live streaming

  • Has an advantage because WeChat
    is such a part of everyone’s lives
  • WeChat also has end to end
    functions of what an e - commerce live stream will need such as the ability to
    disseminating stream details to OA follower and seamless integration w/ WeChat
  • Beta test proven 18-19%
    conversion rate which is much higher than average 5% conversion rate
  • Believes any brand with a
    presence on WeChat should leverage it, even if their following is small


Amazon Live succeed?

  • Will struggle to become
  • Difference in how Western
    consumers shop
  • Streamers on Amazon seem to be
    facing trouble establishing themselves as influencers, which makes it hard to
  • Tend to produce these
    informational one-way videos
  • Chinese streamers try to have
    two-way interaction
  • Watching Amazon Live feels like
    watching an unknown YouTuber doing a product review
  • These Amazon live streamers
    have no social influence
  • Heard they might shut down live


Christine Mou

Instagram: @Christinemouu


Lauren Hallanan



WeChat: H1212118514

Check out my book: Digital China: Working with

Bloggers, Influencers and KOLs

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