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In China, local and international brands have generated billions of dollars in sales through celebrity influencers’ livestreaming channels, which promote consumer products on apps like Alibaba, Douyin and Kuaishou. But using influencers to spread the word comes at a high cost. The biggest livestreaming stars charge commissions of 20% or more.
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In fact, he says, the opposite is happening. “Here in the West, we’re seeing more of the inverse strategy. Creators developing their own brands.” He points to examples such as YouTuber Emma Chamberlain, who sells a line of coffee under her name.
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