Lecturer Mr. James Wong organized a guest lecture for students of the Master's Programme in Luxury Hospitality and Health Service Management. Mr. Jose Chan Rodrigues, Director General of the Macau Live Streaming Association, was invited to share his insights on the current development, future trends, and opportunities for Macau in the live e-commerce industry. Covering topics such as industry evolution, platform characteristics, domestic and international market expansion, and industry challenges, the lecture provided valuable insights into the operational models and practical experiences of live e-commerce.
Mr. Rodrigues analysed the unique features of various live streaming platforms. For example, he highlighted Douyin's (TikTok China) advantages in leveraging public traffic and WeChat’s capabilities for targeted, private communication. He noted that Macau's live e-commerce industry is not only focusing on the mainland Chinese market, but also actively expanding into international markets, including France, Portugal, and Africa. By adopting immersive live streaming techniques, the industry has successfully increased viewer engagement and improved conversion rates.
Mr. Rodrigues also emphasized the challenges faced by the industry, particularly the importance of authenticity and compliance in content creation. Ensuring live content meets regulatory standards is crucial to maintaining credibility and avoiding issues like exaggerated claims or misinformation that could damage brand reputation.
When discussing Macau's unique industry characteristics, Mr. Rodrigues pointed out that integrating tourism with live streaming opens new economic opportunities. Showcasing local cuisine, tourist attractions, and more through live streaming has helped promote Macau’s local culture and resources. He suggested exploring the "e-commerce + tourism" model further and leveraging Macau's role as a connector between China and Portuguese-speaking countries to introduce Macau’s signature products to these markets.
Mr. James Wong noted that the event aimed to help students better understand the changing consumer behaviors and the impact of e-commerce on the industry. "The rapid development of live e-commerce has had a profound impact on the service sector. Students need to stay aligned with industry trends and explore ways to provide premium experiences for luxury travellers,” he said.
The lecture concluded with an interactive session, allowing attendees to gain a clearer understanding of live e-commerce operations. Participants found the event insightful and inspiring, gaining valuable industry perspectives.
