The trending live commerce x trade combination is helping small and medium-sized businesses in the export support sector expand into China.

 

STANDAGE Co., Ltd. (Minato-ku, Tokyo; President and CEO: Akinori Adachi; hereinafter referred to as STANDAGE), a company that develops and provides digital trading platforms, has partnered with Shanghai Orange Star Co., Ltd. (hereinafter referred to as Orange Star), a joint venture company funded by the Chinese subsidiary of Adways Co., Ltd. and Itochu Textile Trading (China) Co., Ltd.
Standage will help develop and expand sales channels in China by selling products from small and medium-sized businesses that it supports for export through live commerce. Sales are planned for e-commerce events such as "Singles' Day," and the goal is to generate sales of over 10 million yen in the first year.

 

Live commerce is a marketing method that uses video streaming services to sell products while broadcasters and viewers communicate with each other.

The COVID-19 pandemic has led to increased demand for e-commerce, resulting in a diversification of e-commerce methods. China's e-commerce market is ahead of other countries in shifting from traditional "freightfront-based e-commerce" to "live commerce." The market is projected to reach approximately 93 trillion yen in 2023, which is about 41 times the size of the 2018 market and about 7 times the size of Japan's merchandise e-commerce market.

 

Standage has been providing "DigiTrad," a comprehensive trade outsourcing package service, since 2022 for domestic small and medium-sized enterprises that want to export but are unable to do so.

Many of the businesses we support are manufacturers of products that are well-suited to live commerce, including cosmetics, and we have been paying close attention to the trends in live commerce as a promising sales channel for the Chinese market.

 

Orange Star has offices in Shanghai and Tokyo and has focused on live commerce since its inception. By utilizing AI and digital media, it targets the right audience and has established itself as a leader in the live commerce field, with a proven track record of selling products from numerous major Japanese manufacturers.

This partnership between the two companies will create a new option for developing sales channels: live commerce. This will enable Japanese small and medium-sized businesses to sell their meticulously crafted products to a wider audience in China.

 

The company plans to sell products during major sales events in China, such as "Singles' Day" (November 11th), and will initially sell products from three domestic companies, including a cosmetics manufacturer, that Standage supports for export. The company aims to generate over 10 million yen in sales in its first year of live commerce.

 

Standage will continue to strive to create a world where all countries have equal access to all goods, by spreading high-quality products from Japanese small and medium-sized enterprises to the world, and contributing to the expansion of global and Japanese trade markets and regional revitalization.