Asia Television Holdings (ATV) has entered the livestreaming eCommerce business, in an effort to boost the sales and market share of the group’s media, cultural and entertainment business.
Starting from 6 June, the livestreaming eCommerce is operated by two indirectly wholly-owned subsidiaries, namely 廣西亞視鴻鵠電子商務 and 亞視文化傳媒(深圳). The company expects that apart from the existing business of processing, printing and sales of finished fabrics as well as the entertainment and media business, the livestreaming eCommerce business will generate positive revenue for the group in the future.
On the other hand, ATV has unveiled its new brand identity with a new slogan "新亞視、新未來、新輝煌" and strategy to focus more on areas related to digital transformation, including digital media, digital content, digital technology, digital eCommerce and digital finance. The company will make full use of its own resources to expand in scale to take the brand to international levels.
This comes as part of ATV's strategy to industrialise its livestreaming eCommerce business, especially after the merger with 聯宏集團 as the partnership integrated into major eCommerce platforms such as Douyin. This strategic partnership will enable ATV to leverage its own advantages more effectively, in an effort to develop the local live commerce market, and provide viewers with more high-quality content and services.
MARKETING-INTERACTIVE has reached out to ATV for more information.
Live commerce has been a new trend within the local media and retail industries recently. Back in March, TVB garnered sales of $RMB 23.5m in just six hours of the debut of its first livestream shows done by its subsidiary company TVBC and Alibaba-owned live-streaming platform Taobao Live.
According to an official release, the first livestream show featured TVB actress Sharon Chan feeding actor Chen Hao abalones and other expensive seafood. The duo also promoted beauty products and cosmetics by relating to their collaborated drama "胭脂水粉". Through TVB's brand influence and the appeal of its popular artists, it drives huge online traffic and purchasing power, and promotes products to target customer groups. The livestream broadcast has gathered over 3.2 million viewers, and number of viewers at peak exceeded 4.85 million.
Hong Kong Technology Venture Company's eCommerce platform HKTVmall has also launched a live commerce channel in May this year, as part of its effort to strengthen the company's social eCommerce development. Also known as “HKTVLive”, the channel was trialled with 70 streaming channels in mid April and gradually expanded to 100 channels at the official launch in May. The move aims to allow online and physical retailers to produce livestream videos on the HKTVmall App to drive digitalisation of the retail industry.
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