Some brands have also begun hosting in-house livestreams, according to Jacob Cooke, CEO of WPIC, a marketing firm that helps Western companies sell online in China.
“It’s obviously a lot more cost-effective than giving Li Jiaqi a 30% commission,” he said.
More merchants have simplified promotions this year, offering price discounts instead of complicated coupon systems that were used in previous years, said Cooke, who added that some consumers are still eager to spend during the festival amid pent-up demand from not being able to travel overseas.