Hour-Long Livestreaming Event Sets New Beauty Sales Record for DFS

This post originally appeared on The Moodie Davitt Report Asia Pacific, our content partner. 

Leading travel retailer DFS launched its first in-store livestreaming event for customers this week with outstanding results. In just one hour, the livestream smashed the beauty category’s previous one-day (usually 12 hours of trading) sales high in any of the retailer’s Hong Kong stores.

The event, held on 18 August, was conducted as an hour-long Flash Sale streamed over WeChat and featured some of the most sought-after beauty and cosmetics products. Hosted in T Galleria by DFS, Tsimshatsui East, it generated more than 50,000 views, over 30,000 likes, nearly 6,000 comments, 12,000 product click-throughs and 2,500 shares.

The livestream hosts get the one-hour Flash Sales livestream programme under way

The event featured more than 50 hot products for customers to pre-order and pick up inside the store within a limited shopping window, thus earning extra discounts and gifts.

Eight of the products – comprising skincare, cosmetics, and fragrances – were unveiled by the event hosts,

“Livestreaming has become one of China’s most popular ecommerce trends, accelerated by the COVID-19 crisis.” —Christophe Marque

Said DFS Executive Vice President Global Marketing and Beauty Merchandising Christophe Marque. “It is fun for us and for our audience, but also a great way to engage our customers while they are unable to travel. To achieve these results in only one hour is fantastic, and we look forward to hosting more livestreaming events to excite and reward our loyal customers.”

DFS is significantly strengthening its digital capabilities for its Chinese customers, as evidenced by its recent acquisition of a 22% stake in Shenzhen Duty Free Ecommerce Co, which is majority-owned by Shenzhen Duty Free Group.

WeChat has become a critical platform for DFS in reaching out to its Chinese consumers, particularly during the health crisis. Now, livestreaming via WeChat looms as an ideal way to drive both engagement and sales.


Market Analysis, Marketing, Retail