Veteran China Ad Man Bryce Whitwam on China's Livestreaming e-Commerce Market

Sinica Podcast

In this podcast episode, we explore the vibrant world of livestream e-commerce in China, showcasing its rapid growth and distinct features compared to Western approaches. Host Kaiser engages in a conversation with expert Bryce Whitwam, who shares his journey from advertising executive to scholar. He sheds light on how the advertising industry has evolved and the profound influence of livestreaming on consumer behavior. The discussion highlights the transformation of social platforms like Xiaohongshu and Douyin, the importance of algorithms and influencer credibility in fostering engagement, and the growing trend of niche livestreams among consumers. Throughout, we draw parallels to emerging trends in the United States, making this episode both insightful and relevant.

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