Nescafé's livestream strategy harnessed a dual-drive approach:

·Product Expertise: Masterful demonstration of craft and quality

·Youth-Centric Content: Celebrity engagements and trend-infused narratives

This synergy transformed consumer behavior from functional purchases to emotional experiences, reinventing instant coffee's brand perception in China's competitive market.

Livestream Performance Highlights

Annual GMV: 10M+ RMB

Annual Hours Streamed: 3,000+ hours

YoY Conversion Growth: 35%+