Chanson International (CHSN) reports significant growth in online sales through its “baking + same-city delivery” and “livestream + interaction” strategies. The company plans to enhance its livestream offerings by aligning them with peak shopping times and introducing unique themed events to engage a wider audience and boost sales.
Chanson International Holding (CHSN), a leading provider of bakery, seasonal, and beverage products, has announced substantial growth in its online sales through its “baking + same-city delivery” and “livestream + interaction” strategies. The company’s innovative approach to e-commerce has been particularly effective in integrating fresh baking with the convenience of local delivery and engaging consumers through immersive livestreaming experiences.
In 2024, Chanson launched its channel on Douyin, China’s sister app to TikTok, to leverage its network of 60 offline stores and provide same-city instant delivery services. Unlike traditional e-commerce, Chanson’s livestream studio brings real-time visuals from each store’s kitchen, prep station, and scullery, offering viewers a multisensory experience of craftsmanship and freshness. Hosts during livestreams not only showcase products but also answer real-time inquiries and launch interactive promotions, leading to an average viewer watch time of 8 minutes and engagement rates consistently above 30% [1].
To convert livestream traffic into sales, Chanson introduced exclusive livestream bundles, such as discounted breakfast sets and group afternoon tea offers. These bundles are promoted with urgency-driven slogans like “made today” and “delivered within one hour within 3 kilometers” through Douyin’s shopping cart [1].
Chairman of the Board and CEO, Mr. Gang Li, commented on the strategy’s success, stating, “Freshness and convenience are at the heart of what baking consumers value most. Our livestream strategy brings the aroma and activity of our kitchens online, creating a multisensory, interactive shopping experience supported by real-time local delivery.” Mr. Li also noted plans to refine livestream schedules to match peak hours and introduce special themed events, such as low-sugar cake features on Mother’s Day or cartoon bread promotions on Children’s Day [1].
Chanson’s strategy of integrating offline and online channels, centered on product freshness and leveraging immersive visual content, is poised to distinguish the company in a competitive marketplace and position it for future growth. The company aims to continue this innovative approach to enhance its market presence and customer engagement [1].
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