Changning emerges as hub for live-streaming e-commerce

Shanghai's Changning district is rapidly positioning itself as China's top live-streaming e-commerce hub, integrating the full industry ecosystem. From January to September, live-streaming retail sales exceeded 60 billion yuan ($8.44 billion), nearly 20 percent of Shanghai's total.

Leading platforms such as Pinduoduo and Ctrip anchor the district's ecosystem. Over 200 fashion and lifestyle brands, from New Balance and Li-Ning to Girlcult, utilize Taobao, Douyin, and Pinduoduo to boost sales, enhance brand engagement, and expand their global reach.

The "LOOK Changning · Yuyuan Live ING". [Photo/WeChat ID: shchangning]

A physical experience store of beauty brand Girlcult in Changning district. [Photo/WeChat ID: shchangning]

The district actively promotes integrated online-offline scenarios, such as pop-up events on Yuyuan Road, livestream festivals, and cross-border promotion platforms. A smart regulatory system monitors content in real time, ensuring fair competition and standardized operations.

A Douyin livestreaming studio. [Photo/WeChat ID: shchangning]

Talent cultivation is central to Changning district's strategy. Through apprenticeships, skills certification, and professional training, local platforms nurture live-streaming experts. Overseas service platforms further support brands' international expansion, strengthening the district's innovative e-commerce ecosystem.

Changning district promotes the development of a comprehensive service platform to help local enterprises go global. [Photo/WeChat ID: shchangning]