Live streaming refers to the broadcasting of a video in real time. It is a particular form of streaming, in which the broadcast of the video is simultaneous to its capture, without possibility of editing or editing.

The video can simply be supplemented by some brief additional information.

Live streaming in China becomes the most popular video format with over 325 million online viewers in total, according to The Chinese Live Streaming Report 2016.



Thanks to its popularity, the recipe for live streaming is increasing and by the end of 2017 (according to Credit Suisse), this should be a US $ 5 billion market with more than 200 live streaming platforms focused on Different markets and viewers such as players, fashionistas, e-commerce …

There are many different content, but the differences between certain platforms are getting smaller and smaller.

Which platforms are the most popular? Which platform is best for your brand?

Here is a list of the top 5 live streaming platforms in China.



Meipai was launched in May 2015. Initially focused on short videos and has become a leading-edge video platform in China.

After only 6 months, its live audience reached more than 570 million. During live broadcast, users can send virtual gifts online, increasing engagement and interaction.

The most special features of Meipai are the special effects that can be added to short clips, called Music Effects (MV), which are very attractive to young women who are interested in beauty and fashion.

This makes Meipai an excellent choice for direct marketing campaigns of fashion or luxury.

 Screenshots of the L’Oreal 2016 Cannes Film Festival live :


For example, as sponsors of the 2016 Cannes Film Festival, L’Oreal invited Chinese celebrities Gong Li, Li Bingbing, Li Yuchun and Jing Boran to broadcast behind-the-scenes segments on the official Meipai Festival account.

The flows received 160 million “like” in total.

During the live stream, Li Yuchun introduced the L’Oreal products and recommended a lipstick she used during the festival.

After 4 hours of live broadcast, the lipsticks were present in the Tmall platform



Yizhibo was launched in May 2016.

Over the 2 months, there were more than 300 Chinese celebrities with registered accounts of Yizhibo interacting with fans.

Platform Yizhibo :


Yizhibo is associated with Weibo so that users can run live feeds from Yibhibo within Weibo without installing new applications.

Due to the enormous Weibo user base, this cooperation has considerably increased the exposure and popularity of Yizhibo.

If your brand plans a marketing campaign that integrates Weibo and live streaming, Yizhibo is the best choice.

3.Tmall Live Streaming


Tmall’s live streaming platform was launched by Alibaba and appears as a channel on the Tmall app.

It primarily functions as a “See Now, Buy Now” platform.

Users can watch live video and buy at the same time.

All Tmall brands can set up their own live video. Live streaming can provide a more realistic shopping experience, increase engagement and help boost shopping.

Live video of KFC on Tmall :


In September 2016, KFC opened its Tmall store and launched a live video.

During the live video, KFC invited KOL, Ma Weiwei, Xiao Xiao and Yan Rujin, who are known as host, to promote KFC products.

Live video has led to more than 25 000 views.

KFC is not alone.

Maybelline invited the famous Chinese actress Angelababy to broadcast a live video on Tmall, which led to an increase in sales of lipstick.

4.Huajiao Live streaming

Officially launched in June 2015.

One year after the launch, Huajiao Live released VR Zone, which is the world’s first live 3D broadcasting platform with 10 million monthly active users.

VR Zone film with binocular cameras. When users use 3D VR glasses to view the live video, they can see more realistic 3D scenes.

Huajiao 3D Live Video of the latest Land Rover :


To promote VR Zone, Huajiao Live has spent 50 million RMB (about 6.5 million euros) and has given 100,000 3D headphones and 1000 3D cameras.

They also used automotive shows to showcase the new technology.

In April 2016, Huajiao Live performed live 3D streaming at the Beijing International Auto Show.

The new Land Rover was the highlight of the show. Millions of users stayed at home and used their cell phones to take a close look at the new model.

Live streaming works well for sports events, concerts and fashion shows.


Inke began in May 2015 and has more than 17 million monthly active users.

Inke content is known to avoid content that has violent or risky nuances.

It has a positive and family-friendly brand image.

Inke’s philosophy is that anyone can live live.

A teacher who is doing a classroom class live on Inke :


Inke offers opportunities for cooperation with industries and organizations in areas such as e-commerce, finance, philanthropy and education.

For example, Inke asked users to broadcast real stories of people in need to promote charitable donations and concerns for public welfare.

In another example, at “Airpocalypse” in Beijing in 2016, many teachers used Inke to broadcast live courses.

Inke could be used for live tutorials or other educational content related to your brand.


Live streaming becomes a new place for brands to communicate with the Chinese public.

When brands plan to launch live broadcast campaigns in China, the first step is to choose the platform that has the features or features you are looking for.


We are  an E-Commerce and Marketing Agency specializing in the Chinese market, often use KOL and live streaming to boost sales. 

If you have a project and need help, we should be able to guide you. 

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