Turning brand livestream rooms into content: New dividends from shifting channels

Turning brand livestream rooms into content has been gaining momentum. Data shows that in Q3, new launches increased yoy by RMB 0.96bn, and industry attention is clearly rising. This piece breaks down new dividends from shifting channels using public information and platform data.

Supply-side changes are equally visible. One Leaf’s layout in Europe, together with pricing from new entrants, is driving this round of adjustment — and concentration is moving with it.

Two signals stand out from One Leaf’s latest moves: resources keep concentrating at the top, while incremental markets like Europe gain bargaining power.

For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as Europe; and treat compliance and data capability as the new moat.

Bottom line: turning brand livestream rooms into content is moving from concept to execution — new dividends from shifting channels. Brands should review strategy before Q3 and prioritise channels and segments with higher certainty.

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