APAC’s livestreaming boom spurs a surge in international brands
As livestream commerce rewires retail across APAC, in-housing is as much about speed and control as cost. When a single Chicjoc stream can generate RMB100 million and Taobao’s strongest live sales now come from store-run channels, the question is no longer whether brands should bring capabilities in-house, but how much.
by Matthew Keegan
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