`带货` is more than just a sales tactic; it's a cultural phenomenon at the heart of China's “wanghong economy” (网红经济). It signifies a massive shift in consumer trust from traditional brands and advertising to individuals. While the West has “influencer marketing,” `带货` is different in its scale, intensity, and directness. A Western influencer might post a sponsored photo on Instagram with a discount code. A Chinese `带货` livestreamer, like the famous “Lipstick King” Li Jiaqi (李佳琦), hosts a multi-hour, high-energy, live sales event that can generate millions of dollars in sales in a single night. The key difference lies in the integration of entertainment, community, and commerce:
This contrasts with the more passive nature of most Western influencer marketing, making `带货` a uniquely Chinese model of social commerce that many global brands are now trying to emulate.
`带货` is a ubiquitous term in conversations about e-commerce, marketing, and social media.
The connotation is generally neutral, referring to a business activity. It becomes positive when someone is successful (`带货能力强`) and negative when an influencer promotes low-quality products or fails to sell anything, an event often described as `翻车 (fānchē)` - “crashing the car.”