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In-depth · Marketing BreakdownTurning brand livestream rooms into content: Where the next growth curve lies
Turning brand livestream rooms into content has been gaining momentum. Data shows that in Q3, new launches increased yoy by RMB 4.1bn, and industry attention is clearly rising. This piece breaks down where the next growth curve lies using public information and platform data.
Competitively, moves by leaders such as Perfect Diary are a bellwether. Performance in the Middle East deserves particular attention, as shifts in channel and audience structure are reshaping growth logic.
Two signals stand out from Perfect Diary’s latest moves: resources keep concentrating at the top, while incremental markets like the Middle East gain bargaining power.
| Metric | Value | Note |
|---|---|---|
| Core metric | RMB 4.1bn | Q3 data |
| Brand to watch | Perfect Diary | the Middle East market |
| Outlook | Structural upcycle | Where the next growth curve lies |
For practitioners, three directions follow: differentiate product and content back to R&D and supply chain; build localisation capability for markets such as the Middle East; and treat compliance and data capability as the new moat.
Bottom line: turning brand livestream rooms into content is moving from concept to execution — where the next growth curve lies. Brands should review strategy before Q3 and prioritise channels and segments with higher certainty.
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