vol.047：China Live Commerce Consumer Types and Strategies

This document, presented as an issue of the newsletter "知らなかった！中国ITを深く理解するためのキーワード" by IT journalist Takemino Makino, provides an in-depth analysis of the growing prominence of live commerce in China. The text focuses on the shift away from traditional e-commerce, noting the fatigue and high return rates associated with major sales events like Singles' Day, and highlights the shock caused by ByteDance's Douyin (the Chinese version of TikTok) achieving significant sales in its first Singles' Day participation. Drawing on a report from Taobao Live, the article meticulously outlines four archetypes of young live commerce users―"飯圏女子" (Idol Fans), "効率実用派" (Efficiency Pragmatists), "興味探索族" (Interest Explorers), and "暇つぶし党" (Pastime Seekers)―and details five corresponding strategies for brands and sellers to successfully engage with this new consumer base, emphasizing concepts like brand personification and the importance of creating a fun, engaging, and honest shopping environment. The author concludes by suggesting that this trend is a generational shift that may eventually take hold in Japan, particularly in the form of vertical live commerce.

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