May 04, 2017 | By Petah Marian
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Jul 18, 2016
By WGSN Insider
Live streaming apps have quickly become the hottest broadcast media to watch in China after Wang Sicong, the son of China’s richest man Wang Jianlin, launched an app late last year.
From their start, these apps have been monetised in China, fans and users can purchase different digital sticker gifts including Ferraris to send to their favourite ‘zhi bo wang hong’ streaming stars. These stars can then exchange these gifts for money, on average apps take a cut of around 10%.
For streamers the apps allow them to feel like a star, this is also a new way KOLs (key opinion leaders) can engage with their audience, filling in a gap between A-list celebrities and more niche interest groups.
In less than a year it has become so popular, live broadcasts are now becoming part of cooperation deals between fashion bloggers (like me) and brands, this is particularly true for beauty. As the new trend to watch for social media endorsements in China, fashion magazines here have already adopted live streams into their content deliveries. Now, they often hire a special, additional camera man to live stream at events.
Capturing the ephemeral magic of TV, loyal audiences of more than 10,000 tune to watch these new stars. Having quickly become a profession in its own right, this is a unique to China phenomenon brands should be paying close attention to.
Although there are a lot of start-ups popping up, here are my three apps to know:
Over 100 million people are using this app in China, it is easy to follow and share live video, therefore tons of people are using Xiandanjia. Since there is no maximum range for how much you can get paid per day, this app is the fastest way for popular streaming stars to earn money. Popular stars can earn a minimum of 20,000 RMB (approximately £2,000) a day from their loyal fans.
Since 2015, Yingke started to build their app in the Chinese market. Users only need to connect with WeChat or Sina Weibo to sign up before they can easily start broadcasting to share. Broadcasts can be for friends only or to the general public. To maintain control of the platform, Yingke only allows the user to withdraw 200 RMB (approximately £20) per day.
The third app to know is Yizhibo, Yizhibo is very new, however their cooperation with Sina Weibo has helped fuel user adoption. Functionally, this app is very similar to its competitors but since it’s not that popular yet, it is easier to find video bloggers and for streaming stars to reach an audience. You can get an audience of around 5,000-8,000 people per broadcast.
Like this guest post? Learn more about guest blogger and author: Monki Yuki
Monki Yuki is an up-and-coming post 90s (born during the 1990s) fashion blogger who loves digital trends. She has freelanced for publications ELLE China and Vogue China. On her blog she covers fashion shows, style trends, inspiration and educational styling content about up-coming Asian influencers.
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