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Live Streaming in China – Hot Trend – Unique Opportunities Part 1 22nd February 2021 Kieran Fitzgerald, Market Specialist China, Bord Bia - The Irish Food Board Live streaming is the hottest trend of the Chinese e-commerce world right now, although it has been around for a number of years and is currently in its third phase. According to the South China Morning Post China Internet Report 2020, live streaming “is now a required marketing channel across industries, new and old”. Over 560,000,000 netizens (more than half of all of China’s netizens) are now considered live stream users with the value of livestreaming estimated by to be between €100 and €124 billion (Forbes, Chozan). Products featured on live streams are primarily cosmetic products, fashion and food. The total of China’s e-commerce, according to Forbes, is projected to be $1 trillion dollars in 2020. ....