CHAPTER ELEVEN
A NEW MARKET FOR OLD BRANDS
• How did three brand enterprises from three different industries seize the opportunities provided by livestreaming and open up a new field?
HOMEKOO: THE LOGIC BEHIND THE HUGE INCREASE IN ORDERS DURING THE PANDEMIC
Key Points
• Homekoo made plans for the short video industry in advance. As early as 2018, it already had hundreds of millions of followers throughout the Internet. It has self- incubated “A’shuang the Designer,” “Wuli the Designer,” and more than 10 other livestreamers in the home furnishing category.
• Homekoo has achieved explosive growth since 2019. In 2020, the order volume brought about by short videos and livestreams was 200–300 percent more than that of the previous year.
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