Livestreaming activities to boost cultural consumption | Updated:May 29, 2020

Shanghai is speeding up its development as an international cultural metropolis and consumption city with global influence. The city will launch a livestreaming week focusing on quality of life from May 30 to June 5, local media reported.

The city will roll out 114 different themed activities during the week, providing locals with an all-round consumption experience covering dining, accommodation, traveling, shopping and entertainment.

Shanghai-based Xiaohongshu, one of the world's largest social e-commerce platforms where users can review products or relate their experiences with the community, has been preparing for the event for a month.

According to Zeng Xiulian, a partner of the platform, the event happens to coincide with the platform's positioning. The rich cultural consumption resources in Shanghai can be recommended to more users who want to pursue quality of life through the platform.

Pingduoduo, another Shanghai-based e-commerce platform, will invest no less than 150 million yuan ($21 million) in cash and coupon subsidies, as well as more than 300 million yuan in marketing during the event.

By setting up a special online quality of life campaign, the platform will promote online broadcasts for thousands of offline stores, as well as large-scale activities covering national scenic spots, in order to contribute to a better life for Shanghai people.

It is reported that the event with a view to cultural consumption will give full play to the brand effect of "Shanghai culture", further boost consumer confidence, and promote consumption upgrading.

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