Streaming delights byte by bite

Recipe for success

Many cooking apps and livestreaming platforms are cooperating with restaurants during the epidemic.

Xiaolongkan sold 200,000 yuan ($28,650) worth of food in 20 minutes on Feb 17 through a livestreaming show on Taobao.

Liu Qiang, a chef of Shandong cuisine, started to livestream on the app Xiachufang last year and later filmed some pay-to-view cooking courses. The courses have become popular during the epidemic.

Each video about how to make one dish costs 9.9 yuan or 19.9 yuan. Most of his courses have each been purchased by about 2,000 people.

Liu points out that the production expenses are low. He just needs an assistant and a cameraperson.

The app Kugou Livestream has invited nine catering brands to join its platform. Each uses different approaches to attract viewers.

Dalongyi's hotpot chef teaches how to fry hotpot seasonings, and Yoshinoya's chef shows how to make five salmon dishes.

The videos decrease distance between chefs and viewers, and build trust. The rapport and visual imagery of the food entices viewers to place orders from the restaurants.