Vendors embrace livestreaming

Brands adopt broadcasting for their product promotion during Nov 11 festival pre-sales phase

It is again the time of the year to splurge on the Nov 11 shopping gala, the annual mecca when brands unveil flashy ads and meticulous discount plans to grab people's eyeballs and wallets.

Eleven years into its existence, excitement for the buying spree may eventually begin to wear off. But to keep consumers on an adrenaline rush to shop, merchants and e-commerce sites have crept into new territory by kicking their game up a notch through livestreaming.