Livestreaming gets a boost amid epidemic

More and more established companies are avidly embracing promotions on internet as a new tool for business growth

The traditional clamor coming from shopping malls and supermarkets has been decidedly subdued this winter as the novel coronavirus outbreak has confined many would-be shoppers to their homes.

But businesses have been thriving in the digital sphere, with more brands embarking on a growing marketing trend－livestreaming.

In the virtual broadcast showroom of Joyoung, a leading maker of small kitchen appliances, hosts introduce new features of a suite of gadgets that simplify cooking and food preparation. The campaign has become a daily routine since February.

"Since the outbreak began, we've added a number of broadcasts each day and prolonged the duration of each show by 10 percent," said Kang Li, who oversees the company's livestreaming unit.

On a month-on-month comparison, conspicuous growth has been seen in sales of soy milk makers, high-speed blenders, toaster ovens and dishwashers, Kang said.

Beyond revenue surges, the number of newly-added followers across Joyoung's major social media presence－from Taobao to short video site Douyin－topped 10,000 in just a few days.

Kang added that responses to its livestreaming shows have been "well beyond expectations", adding that fervid users snapped up "a sizable stock" of its steam-powered mops in just 30 minutes after the company invited online influencer Viya Huang to endorse and promote the product.