China’s TikTok Bans Rapid Livestream Selling

In stark contrast to the typically long-winded product explanations on China’s e-commerce livestreams, the “rapid introductions” of products with little explanation has been a surprise hit among consumers.

A new sales tactic has become increasingly popular among China’s e-commerce livestreamers, in which products are held up to viewers then tossed aside at a frenetic pace. Now Douyin, the Chinese version of TikTok, is cracking down on the practice to protect consumers.

Starting from Friday, Douyin will forbid such “rapid introductions” marketing tactics, whereby products are introduced one after the other with minimal or no product information provided. Violators may be fined and even see their accounts closed.

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