Double-day events such as 6/6, 9/9, and 11/11 have long been key moments for online retailers, traditionally marked by aggressive promotions and high sales volumes. However, signs of diminishing effectiveness, particularly among Gen Z consumers, are prompting platforms to reassess their strategies.
According to TikTok’s What’s Next 2023 report, 72% of Gen Z users trust product recommendations from content creators more than traditional brand advertisements. Additionally, 83% said they had made purchases after watching a livestream. These trends highlight a growing preference for authentic, personalized content over conventional sales tactics.
Rather than responding to mass promotions, younger consumers increasingly value emotional resonance, real-life contexts, and product discovery through relatable influencers and entertainment content.
From transactions to engagement
In light of this shift, many e-commerce platforms are adapting their approaches. Livestreams, once used primarily as direct sales tools, are now being redesigned to offer storytelling, interactive formats, and a sense of community.
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Blogger Tung Duong and Ninh Anh Bui returned as hosts for Lazada’s “Kinh LazTo” livestream, a creative spin on the traditional Vietnamese bingo game, lo to, blending local cultural elements with exclusive deals during the June 6 mega sale event. Photo courtesy of Lazada |
One example is Lazada’s 6.6 campaign, which featured a livestream series titled Kinh LazTo (June 3–6), inspired by lo to, a traditional Vietnamese bingo-style game. The show blended modern e-commerce functionality with cultural elements, creating a festive atmosphere that encouraged participation while subtly promoting featured products.
Instead of simply listing discounts, hosts introduced sale items through the game, pinning them to viewers’ carts in real time. The experience was crafted to resemble a live festival, with a digital bingo machine, visual effects, and interactive commentary. Audiences reacted to each draw, engaging emotionally with the content and the products being showcased.
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With the vibrant energy of a festival, the stream kept viewers excited with surprise product reveals and irresistible discounts. Photo courtesy of Lazada |
Products such as Lancome, Pepsi, Bobbi Brown, TCL, MaoBao, LOF, and Estee Lauder were included in the campaign. The bingo card (lo to) features a mix of random numbers and random products that highlight the platform’s best deals. During each draw, the host humorously sings a tune incorporating the number or product name, blending the traditional spirit of a lotto game with the unique twist of showcasing e-commerce deals.
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The online bingo game audience was incredibly lively and enthusiastic, bringing an infectious energy to the virtual event. Photo courtesy of Lazada |
A changing competitive landscape
In a highly competitive and increasingly saturated e-commerce market, conventional discounting strategies are losing their distinctiveness. As consumer expectations evolve, brands are exploring new formats that prioritize emotional connection, entertainment value, and interactive engagement.
Campaigns that integrate cultural familiarity with shopping features, such as Lazada’s bingo-inspired livestream, demonstrate how platforms are experimenting with ways to enhance customer experience while maintaining sales performance.
While discounts remain part of the equation, platforms and brands alike are placing greater emphasis on long-term engagement strategies, aiming to build loyalty and differentiate themselves in a crowded digital marketplace.
