In September 2021, a mother started posting daily conversations with her two daughters on the Douyin platform (a sister app to TikTok, a ByteDance company). These included funny arguments and real conflicts, in the tone of conversations between a mother and a princess in the harem of an ancient Chinese emperor. (You can get there via WeChat — channels — search for account Wuli瑜的琳姐).
E-Commerce Platforms Must Prioritize the Consumer-Influencer Relationship
Turn the emotional relationships your company has with its followers into revenue.
September 20, 2023
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Summary.
In China, content-based platforms are generating a growing proportion of e-commerce, presenting a growing threat to established platforms like Alibaba and JD.com. In this model, consumers buy products during their engagement with the content provider. Managing the platform to generate sales, therefore, is about enabling the right content to reach the right viewers. Savvy content-based platforms are leveraging AI to this trend and carefully curate their influencer relationships. Are the big retail platforms ready for this new model?