Men Model Lingerie on Livestreams After Ban on Females
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The three years in Covid accelerated the growth of live streaming services as people spent most of their time indoors. The e-commerce industry also picked up the trend and evolved from traditional description texts with images and videos to live-streaming products online.
It is estimated that around 10% of all e-commerce transactions in China are through live streams. In 2023, live-stream transactions are predicted to reach around 5 trillion yuan.
However, this is hard for online sellers of lingerie since females are banned from wearing underwear in live streams. How can they model the products to attract their users? Using a mannequin? Maybe, but they found a better solution — use male models!
Since the internet watchdog has requested online platforms to set up strict measures to prevent the spread of obscene materials online, live broadcasts featuring female models in lingerie can quickly be shut down or banned.
An entrepreneur in one of the live-stream industries introduced the idea of using a male model for lingerie in December last year, and the idea has taken wings since then with many others joining the trend.
"He wears it better than girls," one netizen commented.
Xu runs a live-stream business selling lingerie, he told reporters that they don't have a choice.
"Females can't model the products on the streaming services, so we use male models instead." He said.
Reference: NetEase
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