Rebuilding a discount live room into a brand live room
The brand had steady sales but a live room running on deep discounts — eroding margin and dragging down brand perception.
+156%
Month-on-month GMV lift
3.8x
Average ROI
+21 pts
Gross margin uplift
52K
Peak concurrent viewers
The live room ran on 'lowest price online' as its only proposition. AOV collapsed, margin went to nearly zero, new arrivals were mixed with clearance stock in the same session, and the audience profile blurred — so paid media got more expensive by the week.
「The sales lift was the result. What actually surprised us was getting the margin structure back.」
- 1
Rebuilt the live-room visual language: from coupon-covered walls to fabric detail and real try-on, with new lighting and set
- 2
Layered the assortment — traffic, margin and image products on separate schedules — so the price ladder served the brand instead of distorting it
- 3
Rewrote the host scripts around concrete styling advice, building a recognisable on-camera personality
- 4
Connected shorts to the room: three styling videos a day fed the next day's session, amortising traffic cost
- 5
Deployed AI digital humans for overnight slots, holding content density while cutting staffing cost
Three months later monthly GMV was up 156% month-on-month, ROI moved from 1.9 to 3.8, gross margin improved by 21 points and peak concurrency hit 52,000. More importantly, the live room became a showcase for the brand again rather than a clearance channel.