The Rise of Soft-Selling Livestreams on Xiaohongshu

Read Time:

5 minutes

Soft-selling livestreaming replaces high-pressure tactics with honest product discussions, personal insights, and two-way engagement. Influencers highlight both pros and cons, share personal experiences, and often discourage impulse buying — which paradoxically increases audience trust and drives sales.  

A standout example is Lydiaaa, a former Peking University scholar, whose livestreams combine product demonstrations with scientific testing and candid reviews. In one 13-hour session, she told viewers not to rush into purchases, repeating the caution dozens of times. The result? Over ¥22 million ($3 million) in sales.

• Trust as Currency: Transparency earns long-term loyalty.  
• Content Over Followers: High-quality storytelling reaches beyond existing followers.  
• Cultural Relevance: Gen Z streamers understand the language, humor, and aesthetic that resonate with their peers.

• Lower Entry Barriers: Many soft-selling hosts charge less than mega-streamers.  
• New Audience Reach: Up to 70% of buyers may be first-time viewers.  
• Brand Affinity: The format builds an emotional connection that lasts beyond a single purchase.
  
  

• Partner with the Right Hosts: Look for influencers with engaged communities, even if follower counts are modest.  
• Allow Creative Freedom: Avoid over-scripted talking points; authenticity is key. 
• Integrate Storytelling: Tie your product into relatable, everyday scenarios.  
• Think Long-Term: Consistency matters more than a one-off sales push.