Feiyu Live Broadcast
Competition in categories such as clothing, jewelry, and makeup is stiff in Taobao’s live streaming ecosystem and there are still opportunities in other categories such as luxury products. A Taobao Live MCN (Multi-Channel Network) Feiyu specializing in second-hand luxury products provides an excellent case for study.
Since its debut on Taobao back in 2016, Feiyu has been focusing on luxury goods, a category with high ATV (Average Transaction Value). It has established its own overseas team of buyer-streamers, and at the same time engaged in the supply chain of second-hand luxury goods.
In November 2018, Feiyu transformed and upgraded to a steaming MCN focused on second-hand luxury goods. In less than a year, its monthly GMV reached RMB 100 million.
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