The word is a combination of two distinct concepts: `直播 (zhíbō)` means “livestream” (a direct broadcast), and `带货 (dài huò)` means “to carry/move goods,” a modern slang term for using one's influence to sell products. Put together, `直播带货` literally means “using a livestream to sell goods,” perfectly capturing the essence of the activity.
`直播带货` is more than just a sales channel; it's a dominant cultural and economic force in modern China. Its meteoric rise, accelerated by the COVID-19 pandemic, has fundamentally changed how brands market products and how consumers shop. The core of its success lies in what's known as the “fan economy” (`粉丝经济 fěnsī jīngjì`). Unlike anonymous corporate advertising, `直播带货` is built on the trust and parasocial relationship between a host (often a Key Opinion Leader or “KOL”) and their followers. Viewers tune in not just for the products, but for the host's personality, entertainment, and perceived authenticity. This trust translates into staggering sales figures, with top hosts like Li Jiaqi (李佳琦, the “Lipstick King”) selling millions of dollars' worth of goods in a single session. Comparison to Western Culture: While the West has concepts like QVC or more recent “Live Shopping” features on Amazon and Instagram, they don't compare to the scale, integration, and cultural impact of `直播带货` in China. Western live shopping is often an add-on feature, whereas in China, it's a fully integrated ecosystem within super-apps like Taobao, Douyin (TikTok), and Kuaishou. The Chinese version is far more gamified and entertainment-driven, blurring the lines between shopping, media consumption, and social interaction in a way that is unique to the Chinese digital landscape.
`直播带货` is a common term in daily conversation, news reports, and business meetings. It can function as both a noun describing the industry and a verb phrase describing the action.