Mar 8, 2021|

Wang Feng’s Livestream On JD Attracts 1.1m Views


by Martin Li

Chinese rockstar Wang Feng’s latest livestream on JD drew nearly 1.1 million views.

The livestream on Mar. 3 lasted over four hours and achieved record sales among the livestreams launched by JD Worldwide, the inbound e-commerce platform of JD.

Wang, a popular singer and husband of Zhang Ziyi, a movie star in China, introduced 36 popular products, covering cosmetics, health products, electronics and fashion. Among the brands were Shiseido, Estée Lauder, Sony, Nintendo, Swisse and more.

Brands provided subsidies and gifts to consumers joining the livestream.

“E-commerce livestream works not only as a sales channel, but also an efficient marketing tool for brands. Furthermore, Customers can access professional tips on choosing quality products they really need,” said Frank Yu, general manager of marketing and operations at JD Worldwide

Wang made his livestream debut on JD in July last year, attracting over 9.15 million views and generating over RMB 200 million yuan (US$ 28.6 million) in sales.

Wang was involved in selection of each product and related marketing. He also had strong knowledge of the products he sold, their functions, specifications, and brand histories.

JD has been seeking to find a sustainable model that provides the best products to consumers and creates an entertaining shopping experience, while satisfying the needs of partner brands and livestreamers.