Live streaming in China has transformed from a trendy marketing tactic into a full-fledged retail and entertainment infrastructure. Platforms like Douyin, Taobao Live, and WeChat Channels have evolved into end-to-end commerce ecosystems, while category specialists like Bilibili and Huya dominate gaming and fandom niches. 

In 2025, the sector is defined by AI-driven personalization, store-led broadcasts, and strict regulatory oversight, making it both more sophisticated and more competitive than ever.

China’s live commerce GMV is projected to grow at 20%+ annually, driven by short video penetration, improved logistics, and social-first shopping experiences. 

Platforms are no longer just video apps—they now integrate payments, fulfillment, and CRM, offering a “closed-loop” journey that Western markets still struggle to replicate.

This article breaks down six platforms shaping live streaming in 2025:

• Douyin (抖音)
• Kuaishou (快手)
• Taobao Live (淘宝直播)
• WeChat Channels (视频号)
• Bilibili Live (哔哩哔哩直播)
• Huya Live (虎牙直播)

China’s Live Streaming Market in 2025

Scale and Growth of China’s Live Streaming Industry

China’s live-streaming sector has moved beyond novelty and become a backbone of e-commerce. By 2024, more than 1.1 billion users—nearly the entire online population—will have engaged with video content. Livestream shopping GMV surpassed ¥5 trillion (about USD 688 billion) and is forecast to grow by 20–25% annually through 2026. 

Short-video giants like Douyin and Kuaishou have evolved into commerce ecosystems that integrate payments, logistics, and AI-driven recommendations, creating a seamless journey from content to checkout.

Rise of Store-Led Commerce on Live Streaming Platforms

Influencer-led live commerce is being replaced by professional brand studios. Taobao Live reports that over half its GMV now comes from store-run live rooms. This shift favors brands willing to invest in in-house hosts, creative teams, and integrated customer-service systems.

AI, Digital Humans, and Immersive Technology

Platforms are leaning on AI for scale and efficiency. Virtual anchors, automated scripts, and predictive pricing models have become common. Platforms like Douyin and WeChat Channels now segment audiences in real time, improving ROI on ad spend and boosting conversions. 

Douyin’s local-life business has also turned live commerce into an O2O growth engine by connecting streams to offline retailers, restaurants, and tourism services.

Platform Diversification

The dominance of short-video giants has not stopped niche players from growing. Xiaohongshu is carving out a space in lifestyle and premium product discovery, while Bilibili Live and Huya Live lead in gaming and fandom-based communities. This diversity gives brands opportunities to create campaigns tailored to highly engaged audiences.

Most Popular Live Streaming Platforms in China

Douyin (抖音)

Douyin has evolved from a short-video platform into the backbone of China’s livestreaming economy. By late 2024, it had become a commerce infrastructure platform that merges entertainment, marketing, and sales in one ecosystem.

Key metrics:

• 830M livestream users (75% of China’s internet population)
• 180M active creators
• ¥3T+ GMV in 2024, with livestreaming contributing 58% of total sales

Shift to Store-Led Livestreaming on Douyin

The platform has moved beyond influencer-led campaigns. In 2024, brand-led streams overtook influencer sessions, accounting for 41% of GMV. By mid-2025, over 162,000 merchants had surpassed ¥1 million in livestream sales, marking a 113% year-over-year increase.

Store-led livestreaming now drives the majority of Douyin’s growth, enabling brands to exert greater control over content and audience engagement. Companies are also diversifying traffic sources, relying on Qianchuan ads, organic reach, and search-driven campaigns to reduce dependence on high-profile influencers.

Technology and Immersive Innovation

Douyin leads in livestream technology, blending AI automation with immersive shopping experiences. AI anchors now handle 90% of standardized product explanations, enabling 24/7 coverage. Hybrid models—utilizing AI overnight and human hosts during peak hours—boost engagement by 40% and reduce returns by 18%.

The launch of Douyin XR in November 2024 introduced:

• 6DoF tracking for real-time perspective adjustments
• 180° and 360° panoramic livestreams with gesture interaction
• 3D gift animations and mixed-reality viewing
• Device compatibility with Apple Vision Pro and PICO 4 Ultra

While hardware adoption is still limited, XR signals Douyin’s push to make immersive livestream commerce mainstream.

Merchant Support and Ecosystem Strategy

In January 2025, Douyin introduced nine merchant support policies aimed at reducing operational costs and enhancing profitability. These included commission reductions, freight insurance, and upgraded traffic allocation. This approach positions Douyin not just as a marketplace but as a brand incubation platform.

Store-Led vs. Creator-Led Commerce

While influencer-driven livestreams still thrive, Douyin is prioritizing store-led live rooms to ensure consistent brand representation. This shift has led to higher conversion rates for complex or premium categories, such as electronics, skincare, and luxury fashion, where trust and consistent messaging are crucial.

AI Digital Human Integration on Douyin

AI-powered digital humans are redefining efficiency:

• Brands save ¥150,000/month in labor costs and grow overnight GMV by 200%
• Hotpot chains use AI anchors to mass-produce store-specific content, cutting production costs by 90%
• Education brands deploy AI lecturers to handle 3,000+ inquiries daily and boost conversion rates by 58%

AI hosting is now standard for off-peak hours, with human hosts reserved for storytelling and high-stakes campaigns.

Douyin’s Strategic Role in 2025

Douyin is no longer just a sales channel—it is China’s core livestream commerce infrastructure. The platform’s mix of scale, AI-driven automation, immersive tech, and deep merchant support makes it the benchmark for livestreaming globally. Brands that thrive here focus on lifetime value, investing in hybrid hosting, advanced content ecosystems, and trust-building strategies.

Kuaishou (快手)

Kuaishou has established a strong presence in China’s third-, fourth-, and fifth-tier cities, providing a deeply community-driven experience. The platform blends entertainment-first livestreams with affordable e-commerce, making it popular among users in northern regions. 

Its authentic, grassroots culture gives Kuaishou a loyal user base that values connection over polished production. This position makes the platform a natural fit for regional merchants and industrial belt sellers, who can market directly to niche audiences without heavy ad spending.

Kuaishou’s Financial Growth and Ecosystem Strength

In the first quarter of 2025, Kuaishou Live revenue grew 14.4% year-over-year, reaching ¥9.8 billion. This growth reflects the platform’s refined operations and strategic investments in content. The supply side has expanded significantly:

• Signed guilds increased 25%+ YoY
• Signed livestreamers grew 40%+ YoY

Kuaishou’s ecosystem rewards persistence. While creator growth is slower compared to Douyin, its emphasis on loyalty, localized engagement, and grassroots events makes growth more sustainable over time.

Flagship Events: The Summer Festival

Kuaishou’s Summer Festival is a cornerstone of its livestreaming strategy, designed to reward creators of all levels. The 2025 festival featured over 24 major events and 1,400 competition tracks, providing growth opportunities for top anchors, regional creators, and long-tail streamers.

Highlights include:

• Challenger Cup: For top anchors seeking higher rewards and recognition
• Hometown Glory Tournament: Regional competitions for smaller streamers
• Massive investment: ¥100M in cash, 13B organic traffic, and 200M in boost packages

The event system positions Kuaishou as a platform that actively invests in creator loyalty and growth rather than relying solely on algorithmic distribution.

Content and Category Leadership

Kuaishou has built a reputation for cultural innovation and local engagement. Its Big Stage (大舞台) format combines offline performances with livestreaming, drawing over 160 million views from more than 900 rural and regional shows. This model promotes tourism, rural revitalization, and community culture while expanding the livestreaming market.

Gaming is another key pillar. Partnerships with over 40 game studios and Spring Festival promotions featuring titles like Honor of Kings attracted more than 100 professional players and top streamers. This mix of rural entertainment and gaming content reinforces Kuaishou’s dual strength in localized community building and mainstream entertainment.

Kuaishou’s Operational Model

Kuaishou livestreams often operate like mini production studios. A single session typically involves:

• Hosts: Responsible for audience engagement and sales delivery
• Assistants: Support demonstrations and technical setup
• Venue control teams: Manage product launches, rights distribution, and real-time moderation
• Planning teams: Design campaigns, scripts, and visual content
• Business and analytics teams: Drive partnerships, commissions, and ROI optimization

This structured approach allows even small creators to scale professionally, offering a lower barrier to high-quality production.

AI-Driven Transformation

In 2025, Kuaishou adopted Smart AI Third-Generation Livestreaming to overcome traffic saturation and algorithm throttling. The technology combines data-driven recommendations, real-time feedback loops, and VR/AR features to enhance personalization and monetization.

• Dynamic traffic allocation ensures creators maintain high visibility, even during peak traffic periods.
• Precision advertising tailors product recommendations to individual viewer behavior, doubling conversion potential.
• Immersive interaction allows viewers to co-create virtual environments, making streams more engaging.

AI also offers creators audience insights, brand partnership recommendations, and performance reports, helping smaller creators monetize effectively and compete with established talent.

Strategic Role in 2025

Kuaishou differentiates itself by leaning into community loyalty, rural penetration, and creator-first growth systems. Its combination of grassroots content formats, major festivals, and AI-powered monetization creates an ecosystem where creators of all sizes can succeed. Kuaishou’s strategy emphasizes authenticity, localized commerce, and sustainable creator growth.

Taobao Live (淘宝直播)

Taobao Live is positioning itself as China’s premium livestream commerce platform, leveraging Alibaba’s vast ecosystem of over one billion buyers. In March 2025, it announced a ¥11 billion investment over two years to double both its user base and transaction volume by 2027. This marks a shift away from discount-driven competition to a model centered on quality, trust, and polished sales campaigns.

Taobao Live’s Performance and Growth Momentum

Despite industry slowdowns in 2024, Taobao Live posted impressive growth, underscoring the effectiveness of its quality-first approach:

• 200M active livestream buyers in 2024
• 31% YoY growth in core livestreamer transactions
• 36% YoY growth in store-led livestreaming GMV
• 32% rise in daily broadcaster participation
• Merchants in industry belts achieved a 150% increase in livestream GMV

These numbers demonstrate Taobao Live’s increasing appeal to major brands and established creators, who seek a brand-safe and high-conversion environment.

Focus on Quality Streams and User Loyalty

Taobao Live’s 2025 vision prioritizes long-term loyalty and premium positioning over raw traffic numbers. The platform is introducing:

• A fan management system designed to increase repeat purchases
• ¥3 billion in red envelopes to acquire high-value customers
• A curated product pool backed by ¥2 billion in subsidies
• Recruitment and incubation of a new generation of professional anchors
• Priority placement for premium livestream rooms across search, feeds, and content hubs

This strategy strengthens consumer trust, making Taobao Live the go-to platform for quality-driven brands like Xiaomi, Balabala, and Ubras, alongside star creators such as Li Jiaqi and Chen Jie Kiki.

Full-Funnel, Story-Driven Campaigns

SheTao E-commerce’s work with brands illustrates how Taobao Live has evolved into a platform that prioritizes conversions. Brands succeed by meeting users at every touchpoint, combining search optimization, short-form video seeding, and shelf placement coordination.

Educational and narrative campaigns deliver standout results: Kryolan doubled its conversion rates with tutorials on medical-grade color correction. At the same time, pet food companies utilized ingredient traceability streams to earn trust and achieve rapid sales growth. 

Scarcity-driven launches, such as limited-edition pre-sales, have achieved conversion rates exceeding 30%, demonstrating that users are willing to pay premiums for transparency and high-quality storytelling.

AI-Driven Efficiency and Operational Tools

Taobao Live integrates AI-powered automation to help merchants scale effectively. AI-driven product selection tools, real-time diagnostics, and one-click livestream room optimization have cut bounce rates by 40% and lifted average transaction volumes by 58%.

This data-driven infrastructure integrates livestream channels, product shelves, and search placement into a closed-loop conversion engine, reducing reliance on ad spend and enhancing ROI for high-quality campaigns.

Merchant Ecosystem and Full-Stack Infrastructure

Taobao Live’s advantage is its deep integration with Alibaba’s retail ecosystem:

• Tmall and Taobao Traffic: Seamless access to organic and paid visibility through ads, recommendations, and search.
• Cainiao Logistics: Industry-leading fulfillment, delivery guarantees, and return management.
• Advanced Analytics: Merchants can access granular data on user behavior, repeat purchases, and traffic sources.
• Payment and Customer Service Systems: Integrated support tools allow global brands to operate efficiently at scale.

This full-stack ecosystem makes Taobao Live an essential platform for premium and global brands, enabling them to scale livestream commerce without worrying about fragmented infrastructure.

Taobao Live’s Strategic Role in 2025

Taobao Live is emerging as the benchmark for brand-driven livestreaming in China. While Douyin emphasizes entertainment and Kuaishou focuses on grassroots engagement, Taobao is building an ecosystem rooted in premium branding, storytelling, and AI-powered infrastructure. 

The platform is well-positioned for a future where livestreaming is computation-driven rather than labor-intensive, offering brands a stable, trustworthy space to reach discerning consumers.

WeChat Channels (视频号)

WeChat Channels (视频号) have quickly evolved from an experimental content platform into one of Tencent’s most strategic initiatives. 

Unlike Douyin or Kuaishou, which thrive on algorithmic discovery, Channels leverages WeChat’s private-domain ecosystem—comprising Official Accounts, Mini Programs, WeChat Work (WeCom), and Groups—to create a unique, socially driven commerce model. This makes it especially powerful for brands seeking direct CRM integration and long-term customer relationships.

Growth and Performance of WeChat Channels

In 2024, WeChat Channels and their associated WeChat Shop (微信小店) saw explosive growth. Tencent reports that GMV increased by approximately 1.92 times year-over-year, while order volumes rose by over 2.2 times. 

Channels have also become a significant advertising channel for Tencent, with ad revenue growth closely tied to high engagement rates and integrated targeting tools. Its user base now skews toward high-income, urban consumers, making it an attractive option for premium brands.

Private-Domain Commerce Advantage

WeChat Channels is not just another livestream platform; it’s a private-domain powerhouse. Brands can use:

• Official Accounts to distribute content and link directly to live sessions.
• Mini Programs for end-to-end shopping experiences within WeChat.
• WeCom (企业微信) for personalized sales follow-ups and CRM management.
• Groups and Social Sharing to drive viral traffic and repeat engagement.

This model ensures brands own customer data, unlike other platforms where traffic remains platform-controlled.

Social Commerce and Gifting Economy

The channels’ focus on social connections has made them a leader in gifting-driven commerce. Features like “送礼物” (Send Gifts) have become a conversion engine for food, health, and premium consumer goods, allowing users to purchase products for friends without leaving the app.

Platform Governance and Compliance

Tencent has tightened merchant verification and introduced stricter ad approval to align with China’s live-commerce regulations. The platform also invests heavily in content moderation, making it one of the safest environments for brands concerned about compliance or reputational risk.

When to Prioritize WeChat Channels

WeChat Channels is a strong choice for:

• Premium and niche brands targeting urban, higher-income consumers.
• CRM-driven strategies where long-term data ownership and repeat sales matter.
• Socially driven campaigns leveraging gifting, group engagement, and private traffic.

For brands investing in relationship-based sales and long-term retention, WeChat Channels is an indispensable complement to Douyin and Taobao Live.

Bilibili Live (哔哩哔哩直播)

Bilibili Live has evolved beyond its roots in anime and gaming to become a major destination for fandom-driven livestreaming and long-form content. 

In 2025, it attracted 368 million monthly active users and over 32 million paying subscribers, with users spending an average of 108 minutes per day on the platform. Its community-first culture and strong Gen Z base make it one of China’s most trusted spaces for interactive content.

Bilibili Live’s Evolution and Platform Strategy

Initially known for its focus on anime, gaming, and subculture, Bilibili has expanded its ecosystem to include livestream commerce, premium memberships, sponsorships, and advanced creator monetization tools. Creator income grew by 40% year-over-year in early 2025, supported by revenue-sharing incentives and improved content tools.

The platform’s growth strategy emphasizes:

• Deepening community trust and fan engagement.
• Driving commerce through fandom-based campaigns and IP-driven livestreaming.
• Investing heavily in technical infrastructure for large-scale events and immersive content.

Strength in Fandom Commerce

Bilibili excels in niche, high-engagement campaigns rather than mass-market product drops. Its audience is passionate, tech-savvy, and culturally invested, making it ideal for:

• Gaming hardware and accessories launches with live Q&A sessions.
• Collectibles and merchandise campaigns tied to anime, comics, or pop culture IP.
• Educational and knowledge livestreams that benefit from longer watch times and community interaction.

Brands often use Bilibili Live for exclusive debuts and events before scaling campaigns to Taobao, Douyin, or Kuaishou.

Technical Leadership and Innovation

Bilibili has invested heavily in R&D, positioning itself as a technical leader in livestream engineering. The 2025 Spring Festival Gala broadcast demonstrated the platform’s ability to deliver 4K HDR streaming, millisecond-level latency, and synchronized danmu-based effects to tens of millions of viewers.
Key innovations include:

• Cloud director consoles for stream stability and redundancy.
• AI-powered HDR-to-SDR conversion and GPU-driven SDR2HDR pipelines.
• Latency calibration with embedded timestamps for precise real-time monitoring.
• Multi-source infrastructure enabling scale without sacrificing quality.

This engineering strength makes Bilibili attractive for large-scale events, esports tournaments, and immersive virtual concerts.

Virtual Idol Ecosystem

Bilibili is a pioneer in virtual idol livestreaming, leveraging animated avatars to expand content while reducing costs and risks.

• By early 2020, virtual livestreams exceeded 4,000 per month, doubling year-on-year.
• BML-VR 2020 peaked at 10.87M viewers, and characters like Nanako quickly dominated charts.
• Virtual idols are now a key strategic focus, offering scalable content aligned with Bilibili’s anime and gaming communities.

E-Commerce Pivot and Challenges

The platform entered livestream e-commerce in 2021 with the “Little Yellow Car” feature, aiming to diversify revenue as gaming slowed. While trust-driven commerce performs well, scaling remains challenging because many creators excel at scripted content rather than live selling. Over-commercialization also risks alienating users, making the balance between monetization and culture critical.

Market Position in 2025

Bilibili Live is not competing directly with Douyin or Taobao for raw GMV but has carved a defensible niche as the platform of choice for authenticity, subculture campaigns, and fandom commerce.

Best use cases include:

• Gaming and tech brands targeting deep engagement over broad reach.
• Collectibles, anime merchandise, and IP-driven campaigns.
• Educational and niche brands that thrive in long-form, discussion-rich communities.

With heavy R&D investment, cultural credibility, and a loyal Gen Z base, Bilibili is positioned as a strategic channel for immersive experiences, event-level campaigns, and trust-driven sales in China’s livestreaming market.

Huya Live (虎牙直播)

Huya, one of China’s top game livestreaming platforms, has spent the past two years evolving into a comprehensive gaming services provider. The company has shifted from a tipping-driven model to a diversified ecosystem spanning esports broadcasting, game distribution, and AI-powered features. In Q2 2025, Huya posted its sixth consecutive profitable quarter, highlighting its operational turnaround.

Key figures:

• Total Q2 2025 revenue: ¥1.57 billion
• Livestreaming revenue: ¥1.15 billion
• Gaming services, ads, and other revenue: ¥410 million (40%+ of total revenue)
• Net profit (non-GAAP): ¥47.5 million
• Monthly active users: ~160 million

Huya’s Strategic Transformation and Ecosystem Integration

Huya’s strategic pivot has expanded its value chain. It now supports over 300 game launches through joint operations, esports tie-ins, and multi-platform content distribution. Partnerships with Tencent give Huya exclusive access to blockbuster titles, while its collaborations with Douyin, Kuaishou, and WeChat Video Accounts extend its reach beyond its own app.

The platform’s in-game item sales surged 90% YoY in 2025, creating a healthier revenue mix and increasing livestreamers’ earnings. Huya has moved from being a traffic hub to a full-stack service provider for publishers, creators, and advertisers.

AI+ Strategy: Core Technology Advantage

Huya’s “AI+” initiative differentiates it from competitors by using AI to improve both livestream production and user engagement.

Highlights:

• Hu Xiao Ai: Industry’s first AI esports analyst, providing live commentary and boosting audience participation.
• AI Avatars and Digital Hosts: Streamers extend airtime using hyper-realistic avatars; fully AI-powered channels increase content supply.
• AI Training System: Offers tactical insights, emotional feedback, and alerts for players, merging gameplay assistance with engagement.
• iSuper Robot: Desktop AI sparring robot based on team iG IP, transforming esports fandom into merchandise sales.
• AI Moderation: Proprietary tech achieves 99%+ content review accuracy, earning China’s first national deepfake detection certification.

Esports Leadership and Content Innovation

Huya remains China’s premier esports streaming platform. In Q2 2025, it live-streamed over 100 licensed tournaments, including the League of Legends Pro League (LPL) and the 2025 Esports World Cup.

Self-produced events, such as the DOTA2 Immortal Cup, sold out finals tickets in seven minutes and pioneered a model for revitalizing aging esports titles. The HYPER Esports Carnival combines music, cultural tourism, and competitive gaming, showcasing Huya’s event production expertise and brand-building capabilities.

Global Expansion and Multi-Platform Strategy

Huya’s overseas footprint now spans tens of millions of users, particularly in FPS and MOBA genres. It provides localized marketing, distribution, and community tools for both domestic developers expanding globally and foreign studios entering the Chinese market.

Its multi-platform distribution strategy ensures Huya’s reach is not siloed, with content flowing seamlessly across third-party social and short-video platforms.

Governance and Role in China’s Livestreaming Industry

Financial stability has enabled Huya to balance innovation spending with shareholder returns, including a $340 million special dividend and over $22 million in share buybacks. The company also emphasizes regulatory compliance and social responsibility:

• Over 8,000 hours of positive content streamed quarterly
• Rural revitalization initiatives with livestream-driven agricultural promotion
• Party-building activities recognized with Guangzhou’s “Double Strength, Six Good” award for five consecutive years

Huya is no longer just a streaming app; it has become a critical part of China’s gaming infrastructure, with AI innovation, esports leadership, and a diversified business model securing its long-term growth.

Measuring Success Across Live Streaming Platforms

Measuring success in China’s livestreaming ecosystem requires a platform-specific approach combined with a unified brand-side data strategy. Unlike traditional e-commerce, livestream performance can fluctuate based on the host’s quality, timing, and promotional events, making real-time tracking and incremental analysis essential.

Key Metrics for Tracking Performance

Every livestream campaign should begin with baseline engagement and conversion metrics, then expand to profitability and retention indicators. The most important KPIs include:

• Engagement: Click-through rates, entry rate (进房率), watch time, and interaction levels such as likes, comments, and shares.
• Conversion: Add-to-cart rates, checkout conversion, GMV, refund rate, and cost per acquisition.
• Profitability: Contribution margin after refunds (CM3) and payback period on acquisition costs.
• Retention: Repeat purchase rate, cohort-based LTV, and traffic source attribution.

Platforms like Douyin and Taobao Live provide detailed dashboards with these metrics; however, brands should consolidate data across all channels to identify the proper performance drivers.

Incrementality Testing for Livestreaming ROI

With multiple platforms running campaigns simultaneously, attribution can become a complex process. Brands should adopt incrementality testing, where control and test campaigns measure the direct impact of livestreaming on revenue beyond baseline sales. This helps determine whether spikes are organic or campaign-driven, guiding more intelligent allocation of ad spend and influencer budgets.

Multi-Platform Attribution Strategy

Each platform operates as a closed ecosystem, so external attribution tools have limited access to it. Brands often rely on:

• Platform APIs: Douyin, Kuaishou, and WeChat provide developer APIs for order and traffic data.
• Brand-Side BI Systems: Combine platform-level metrics with internal CRM data to create a holistic picture of acquisition costs and lifetime value.
• Shelf vs. Livestream Distinction: Separate shelf-commerce (search or feed-driven purchases) from livestream-driven sales to measure the efficiency of each channel.

Building a Unified Data Stack

For long-term growth, brands need a robust data pipeline that consolidates:

1. Traffic Sources: Ads, affiliate links, organic content, and search entries.
2. Customer Profiles: CRM integrations for repeat engagement, segmented by purchase history.
3. Profitability Analytics: CM3 and cohort-level metrics to adjust promotional budgets and identify underperforming SKUs.

The best-performing brands in China treat livestreaming as a data-driven channel, not a gamble. Platforms’ native dashboards provide strong insights, but proper optimization requires blending those numbers with internal analytics and predictive modeling.

Costs, Resources, and ROI Planning

Launching and scaling livestreaming in China requires a significant upfront investment in both budget and operational resources. While smaller brands can start lean with creator collaborations, serious growth demands dedicated teams, ad spend, and optimized production setups.

Budget Drivers for Live Streaming Campaigns

Costs vary widely depending on category, target audience, and campaign scale. The most common cost factors include:

• Production Setup: Studio design, lighting, cameras, and editing tools.
• Talent Fees: Host salaries, influencer commissions, and creative team costs.
• Platform Advertising: Paid traffic through in-feed ads, search promotions, and event sponsorships.
• Affiliate Commissions: Revenue-sharing with creators and partner stores.
• After-Sales and Refund Management: Essential for Compliance and Customer Retention.

Brands typically allocate 20–30% of revenue from livestream sales toward traffic acquisition, and another 10–15% for influencer or host fees.

Staffing and Team Structure for Livestreaming

A high-performing livestream operation requires a cross-functional team:

• Hosts and Presenters: Responsible for content delivery, storytelling, and conversion.
• Merchandising and Content Team: Prepares scripts, product shots, and live demos.
• Customer Support Team: Offers instant chat and post-sales support.
• Data Analysts: Monitor conversion metrics and optimize campaign strategies in real time.
• Platform Specialists: Experts who navigate compliance rules and leverage ad products effectively.

For brands running multiple sessions per week, dedicated teams are a non-negotiable requirement. Larger companies often operate full studios or partner with MCNs (multi-channel networks) to maintain daily livestream schedules.

Budget Planning by Platform

Douyin, Taobao Live, and WeChat Channels tend to have higher entry costs due to competitive ad auctions and production requirements. Kuaishou offers a lower-cost entry point for brands targeting lower-tier markets. At the same time, Xiaohongshu, Bilibili, and Huya require specialized investments to appeal to niche audiences but deliver higher engagement and loyalty.

Balancing ROI and Scale

Brands often underestimate operational costs when scaling their livestreaming operations. Those who succeed build profitability models early, tracking Contribution Margin 3 (CM3) after refunds and aligning campaign goals with product margins. By combining aggressive ad buying during festivals with year-round low-cost community engagement, companies strike a balance between scale and sustainability.

Governance, Risk & Brand Safety

China’s livestreaming market is heavily regulated, and compliance is now a competitive advantage. Platforms and merchants are expected to maintain strict quality standards, transparent pricing, and responsible advertising practices. For brands entering in 2025, governance is not optional—it’s the foundation of long-term trust and operational security.

China’s Regulatory Framework for Livestreaming

Several policies form the backbone of livestreaming governance:

• 主播行为规范 (2022): Establishes conduct standards for livestream hosts, banning harmful content and unverified product claims.
• Internet Advertising Measures (2023): This measure prohibits exaggerated promotions, mandates disclaimers, and tightens health and medical product advertising.
• 直播电商监督管理办法 (2025 Draft): Introduces platform-level responsibility for merchant verification, data reporting, and stricter content moderation.

These regulations require brands to verify all claims, disclose prices transparently, and ensure refund processes meet national standards.

Compliance Workflows

Brands must adopt formal workflows to avoid penalties and reputational damage:

1. Content Approval: Pre-screen livestream scripts, visuals, and pricing for compliance with relevant regulations.
2. Host Verification: Confirm presenter licensing, real-name registration, and training completion.
3. Product Certification: Verify safety certifications, labeling accuracy, and compliance documentation for regulated categories.
4. Monitoring and Reporting: Use platform dashboards to track viewer complaints, refunds, and negative reviews.

Platforms like Taobao Live and Douyin have implemented AI-based risk detection and real-time moderation to prevent violations before streams go live.

Brand Safety Considerations

With livestreaming’s scale, brand missteps can spread quickly. Successful brands:

• Avoid controversial hosts and unvetted influencer partnerships.
• Use their own studios or trusted MCNs for controlled messaging.
• Integrate real-time customer support to handle disputes during broadcasts.
• Maintain post-event audits to review performance and flag potential compliance gaps.

Risk Management Advantage

Brands that invest in governance early often gain a competitive edge. Consumers reward brands that handle refunds quickly, maintain transparent pricing, and provide reliable after-sales service. Platforms also prioritize compliant brands in their algorithmic traffic allocation, which reduces ad costs over time.

Partner With ChoZan to Win in Livestreaming Commerce

China’s livestreaming industry is no longer experimental. Platforms like Douyin, Taobao Live, Kuaishou, and Bilibili are now driving billions in GMV, shaping global e-commerce trends, and rewriting brand playbooks. 

ChoZan helps you decode this transformation and act on it immediately through services and innovation teams navigating China’s market.

How ChoZan Helps You Succeed in Live Streaming Commerce

• China Learning Expeditions: Visit top livestream studios, MCN networks, and platform HQs. See how brands design studios, manage live production, and optimize conversion funnels. Gain proven workflows and best practices to apply in your markets.
• China Research: Commission platform-specific research on livestream KPIs, regulation, and monetization. Our reports track AI automation, Taobao’s quality-first pivot, Kuaishou’s guild growth, Huya’s esports focus, and Bilibili’s fandom commerce, guiding decision-making.
• Keynotes and Workshops: Ashley Dudarenok delivers data-backed sessions on livestreaming trends, competitive strategies, and brand case studies. 
• Consulting and Expert Calls: Whether you’re piloting Douyin shop integrations, negotiating Kuaishou ad packages, or planning virtual influencer campaigns, our experts design actionable roadmaps. These sessions often include platform-side intelligence that most foreign brands can’t access without local expertise.

Why Investing in Livestreaming Platforms Matters Now

With Taobao investing ¥11 billion in “quality-first” livestreaming, Douyin advancing its AI-driven commerce tools, and Kuaishou scaling rural and niche-market penetration, livestreaming has become the frontline of Chinese e-commerce strategy. ChoZan turns this complexity into a competitive advantage, equipping you to invest, execute, and scale confidently.

Book a livestream strategy briefing or China Expedition to experience these dynamics firsthand and future-proof your 2025–2026 growth plans.

FAQs About China Livestreaming Platforms