Selling insight through live commerce in China: Behind-the-scenes of China’s first ever consumer insight livestream debrief

Yingying Gu and Jennifer Liu

This paper details how a Pernod Ricard China study on moments of consumption (MOC) led to a live-streamed consumer lounge to communicate the research insights to internal stakeholders.

Livestreaming e-commerce in China reached 171 billion in value in 2020. The most popular live commerce shows are the ones where hosts open up about who they really are, show how they live their lives and share their honest opinions and feelings towards a certain topic and/or product-just like a very engaging and entertaining real-life ethnography. This inspired the Pernod Ricard CMI team in China to leverage this format across the entire business, as a way to promote consumer-centric thinking. This was especially important when COVID-19 infection rates peaked in the country in January 2023.

Context

Promoting a consumer-centric culture...

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