Mom and daughter hosts boost sales on Taobao

Tongtong, a member of post-1990 generation, has become a live-streaming host together with her mother to expand their family business, seizing the opportunity of merging online with offline business.

The business generates 200 million yuan ($29 million) in annual sales, and the duo want to expand it further.

As live-streaming becomes popular, they decided to move their brick-and-mortar store online and boost sales on Taobao via online broadcasting.

Tongtong's mother first started clothing business in Shanghai back in 2003 and then opened "Hui Hui Factory" in Changshu, East China's Jiangsu province, in 2007.

After learning performance art in Beijing, Tongtong joined the family business and established her own brand and fashion studio in 2010.

Although she is outgoing, Tongtong still felt nervous while live broadcasting but thanks to her mother's extensive experiences in clothing sales, the first live-streaming was successful in early December.

With attention from about 50,000 fans, the sales promoted by the show surpassed Tongtong's expectations. Tongtong, who has already achieved financial freedom, considered it another opportunity in life and wanted to seize it to serve the female customers who are choosing clothes for their husband, lovers and children.

Tongtong and her mother are typical examples of business transforming in the trend of online merging with offline businesses, thanks to the fast development of e-commerce in the country.