Shanghai's Hongqiao International Central Business District has launched an action plan to accelerate its live-streaming commerce.
The initiative positions the CBD as a hub that links the Yangtze River Delta with national and global markets, driving high-quality regional development forward.
A host promotes products at the Hongqiao 365 live-streaming base in the Hongqiao International CBD. [Photo/WeChat ID: hongqiaoshangwuqu]
At the China Baby, Maternity and Parenting Expo (CBME) 2025 in Shanghai, many exhibitors live-streamed product debuts while serving clients onsite.
Partnering with Douyin — the Chinese version of TikTok — the fair's three-day sales surpassed that of the 618 Shopping Festival — highlighting the power of integrating exhibitions with digital commerce.
Overall, the Hongqiao CBD is combining the magnetic effect of exhibitions with the traffic-driving effects of live streaming. Its live-streaming base in Hongqiao 365, the Hongqiao Import Commodity Exhibition and Trade Center, has the leveraged spillover from the China International Import Expo or CIIE — launching CIIE-featured, Silk Road e-commerce and national pavilions selection centers to expand online sales channels.
Cross-border live-streaming is also gaining ground. Yuchen Media, based in Hongqiao, customizes products for overseas markets, while Trip.com Group has opened a Bangkok live-streaming center that offers multilingual services.
These ventures are said to be helping Chinese and foreign brands connect with consumers across Asia and beyond.
To sustain growth, the Hongqiao CBD is investing in talent development. Schools and businesses are jointly training live-streaming professionals, forming a two-pronged model of "talent cultivation and supply chain support".
What's more, the CBD is aiming to help establish national standards for live-streaming commerce by 2026.
