E77: Why is live commerce in Southeast Asia so patchy?
The Impulso Podcast
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Enhancing Live Commerce Content Quality
The chapter explores the efforts of live streamers and MCs in China to improve their content quality by hiring talent from TV stations and studios. It emphasizes the importance of engaging content to differentiate in the competitive industry, especially when involving TV celebrities in live shows. The challenges of integrating celebrity actors in live commerce, the importance of emotional connection with the audience, and the struggles in replicating successful strategies in Southeast Asia are also discussed.
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Transcript
