Livestreaming started taking off in China back in 2016, that is almost a decade ago. While this realisation will make any China marketer feel ancient, does it mean Livestreaming is a thing of the past ? Certaintly not.
Let’s look at the China livestreaming trend in 2025, and understand the key tactics to leverage it for your brand.
Livestreaming gained momentum in 2024
Platforms such as Tmall and JD used to proudly publish booming growth numbers each year, after each major sales festival (Double Elven in November and 618 in June).
Since 2022, slugging sales have led these platforms to stop publishing precise numbers, we therefore do not know the exact Double Eleven and 618 figures for 2024. However, the published figures show us that Chinese e-commerce is bouncing back and that livestreaming is leading the growth.
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