International brand management business Access Brand Co has launched a live commerce sales platform, partnering with leading international celebrity streamers, with an initial focus on Apac.
The platform is designed to raise brand awareness and drive sales of Access Brand Co’s portfolio of premium health and wellness products by providing the top tier of independent ultra influencers with unique brand experiences, combined with an introduction to the iconic Australian lifestyle. The portfolio includes cellular health specialist Science, Research, Wellness (SRW), plant-based nutrition brand Eimele, iconic cosmetics company Napoleon Perdis and the global leader in ingestible collagen, Vida Glow, among other leading beauty, health and wellness brands.
Live commerce is gaining traction globally, with Mckinsey calling it “the next wave of the e-commerce revolution” while TechCrunch values the US market at $11 billion and China’s industry at $600 billion respectively – although the US is expected to reach $35 billion by 2024.
The first partner on this program, Nicole Chenyn, is a leading Chinese influencer with a combined social reach of more than 1.9 million followers across platforms like TikTok, Douyin, Instagram, Facebook and WeChat. Immersed in a range of creative brand experiences in Sydney over five days, Chenyn shared the journey with her followers with seven teaser videos building anticipation for a bigger, live-streaming sales event scheduled to take place on April 27. To date the content has had more than half a million likes and shares, and 3 million views.
Access Brand Co chief brand officer, Livia Wang, said the launch of the celebrity streamer platform is the next step in the diversification of the company’s retail channels.
“We already have the VTN platform which has had more than 12 million unique users and our network of more than 80,000 social retailers. Working with the very top tier of professional social sellers, like Nicole, enables us to raise awareness of our brands and products in a way that’s curated specifically for their particular audience of video shoppers.
“We’ve been impressed by the way that Nicole and her team have worked creatively to build engagement for our brands while keeping the style of her content consistent and authentic. Significantly, they expect to be able to sell around A$1 million of our hero products during a three-hour live commerce event,” said Wang.
“With live commerce, you can throw away the rule book on social media and brand marketing, because everything pivots towards what works for that one distinct ultra influencer and their community within a real-time context. Working with celebrity streamers, it’s the influencer who is in charge, not the brand managers.
“Our role is to facilitate a VIP Australian experience and support their interpretation of our brand stories. Each celebrity streamer will have a very different way of approaching our products and brands, so there’s a natural variation in the direction and style of the resulting content. Live commerce is an amazing and powerful new sales platform, and we are integrating it to our sales and marketing strategy.”
The high-profile, luxury Australian and New Zealand trips with curated experiences also represent an opportunity for the celebrity streamers to extend their follower base and brand credentials, as well as add an international flavour to their content.
“Celebrity streamers are like the Top Gun of live commerce, the best of the best,” explained Access Brand Co celebrity streamers program manager, Amelia Hu. “We are actively looking to build our platform and want to work with the top tier of international Influencers and KOLs.
“Our wish list includes sizeable and engaged communities, live sales credentials, good English language skills, creativity and a strong personal alignment with premium wellness as a category. As online retail merges with live streaming to create live commerce, credibility and authenticity is still at the heart of brand success.”
