Zaful Live Shopping

Creative: Nicholas Hong

Production: Zaful internal creative team

Live Shopping has witness phenomenal success in mainland China and sales numbers keep breaking records especially in the time of Covid-19. China eCommerce has undoubtedly leading in the new online shopping tide, and they would love to replicate their success in exporting market.

However, unlike Chinese citizens, people out there are not used to buying things they see in Live right away. Neither do platforms provide Live Shopping conversion products as the Chinese giants (Taobao, Tiktok, JD, etc) do. Live, for a long time, is more a entertainment to consumers outside of China.

So how can we export the best practice of China’s Live Shopping yet well aware of different consumer behaviours and technical roadblocks?

Comprehensive Live Shopping Journey

During the pandemic time, Chinese eCommerce have treated Live as a supplementary sales channel and conduct repetitive Live, which quickly hit the performance plateau. We created a Live Content Formula and allowed Zaful to mix and match and come out with different theme every time.

To utilise Facebook and Instagram fully, we also designed a comprehensive Live journey to make the most out of it:

• Pre-live: use polling ad to drive awareness and learn the customers' preference.

• Live: each influencer represents a style and explain why they love the style, and audiences voted for their favourite style. Instead of just showcasing the products, we brought in a reality show component - conflicts. Street Mix-up vs Sexy & Sweet style battle, two camps, two styles.

• Post Live: within 72 hours, a number of conversion ads were delivered based on the pre-designed template and best performing clips from the live.

With the same effort, Zaful was able to create a large amount mix of assets, which greatly improved its ad performance by 110% compared to vertical norm.