– Can you present the purpose and results of this trip to Portugal and France?
José Chan Rodrigues: The live streaming was organised by the DSEDT and planned by the Macau Live Streaming Association. We aimed to showcase products from Portugal and Macau to consumers in Mainland China through live streaming sessions, carried out directly at the product origin sites. Although the sales volume may not be as high as in traditional streaming studios, this approach is fundamental for new brands, as it builds trust in the product and the brand among consumers, and the visual aspect is more appealing.
To deepen the public’s understanding of Portuguese culture, characteristics, and gastronomy, we also recorded many short videos, some of which have already been released. The featured products included Portuguese wine, health products, and essential oils produced in Macau with raw materials from Portuguese-speaking countries. Our live broadcast lasted more than six hours, and some of the more affordable wines nearly sold out. This shows that with the right ideas and strategies, Portuguese products can perform well in live streams.
In addition, the Macau SAR Government had previously visited France to establish contacts in the fields of technological innovation and cross-border e-commerce. France has many quality products that are popular among Mainland Chinese and Macao audiences, and local brands have very mature planning and marketing strategies, which complement the development of live-streaming e-commerce. We managed to establish good contacts in France, and it will be one of our priority markets in the future.
– What feedback did you receive from the merchants? The delegation also met with the Association of Luso-Chinese Traders and Industrialists, the Luso-Chinese Chamber of Commerce and Industry, and representatives of local companies. What is your outlook on cooperation in live e-commerce?
J.C.R: They were very satisfied. We prepared the merchants mentally in advance, and everyone understood that while their brands are well-known and appreciated in Portugal, in the world of e-commerce and in China they might not yet be recognised. Therefore, as this was a first experience, the strategy was not focused on aggressive sales. Even so, the results were quite encouraging, and everyone agreed the approach and strategy were effective.
Some merchants already sell through platforms like eBay, Amazon, or Shopee, but had not yet tried live streaming. They showed great interest in learning, and by witnessing a live session, they understood the process much better. They asked many questions about taxes, platform commissions, and presenter costs, and we answered all of them. One or two companies have already expressed interest in selling through live streaming.
Some entrepreneurs also showed interest in inviting us to stream live in their spaces or to film short promotional videos after the sessions. We are very pleased with this, and while preparing new content for the next visit to Portugal, we are also considering how to further optimise our approach based on this experience. We hope this can facilitate broader commercial cooperation between China and Portugal.
The Macau SAR Government has also promoted the concept of a “first store economy,” encouraging companies from Portugal or other countries to choose Macau as their first base outside their home country, or at least in Asia. After our presentation, two or three companies showed interest.
– You also visited ‘Choose Paris Region’. What did you gain from that?
J.C.R: They connected us with several local entities, including the Printemps and Galeries Lafayette department stores. They recognised our work; Printemps even has its own live-streaming studio. They also realised that due to cultural differences, there is greater appreciation for cultural content and contextual introductions, so they are still exploring how to balance both aspects. As for Galeries Lafayette, their newest branch is in Macau, so we will contact that local branch to see if we can organise in-person activities in France as well.
– Live marketing in Mainland China is already well developed. What role can Macau play in this scenario?
J.C.R: One of Macau’s advantages in live-streaming e-commerce is the fact that we are a special region of China with our own financial system, free trade port, tariff exemptions, and lower tax rates. Furthermore, Macau maintains historical ties with Portuguese-speaking countries and with Europe, which makes Europeans feel a sense of affinity with Macau.
While many major European brands already have agents to enter the Mainland China market, Macau can support those small high-quality European brands that may not have the scale or knowledge to enter that market directly. Macau is an excellent entry point. Generation Z and Generation Alpha like personalised brands that represent their identity, and so we will also target this segment.
– Does the Association plan to explore more markets in the future? The Chief Executive mentioned plans to visit Spain.
J.C.R: Yes, our next step will be Spain. There are several countries in Europe – France, Spain, Italy, and Portugal – with many branded products and a production capacity that matches the demands of live-streaming e-commerce. Moreover, many quality products from these countries are already well known in the markets of Macau and Mainland China.
– In what way can the live-streaming sector contribute to Macau’s economic diversification?
J.C.R: Live streaming involves not only the presenters, but also many professionals behind the scenes, such as production assistants, filming, product selection, and communication. The sector in Macau has been developing for about five or six years – not very long – and it is evolving rapidly. We want to find ways to reach local SMEs. In addition to live commerce and short videos, we plan to launch miniseries by the end of the year, and we are studying the creation of entertainment programmes derived from live e-commerce.
During this trip to France, we met Chinese streamer Li Jiaqi, who was participating in the “Paris Partners” programme by Mango TV. Through programmes like this, we can present a brand in greater depth and introduce much more content.
– What does Macau still need to further develop this sector?
J.C.R: Macau’s online infrastructure is improving, including one-stop cross-border e-commerce services. Internet speeds for live streaming are now reliable, and society today has a greater understanding and acceptance of e-commerce. Consumption and shopping habits are increasingly shifting online, and we see steady progress in these areas every year.
For foreign markets, language proficiency is indeed important – English is the international language, so that is the first step. In regions where other languages are spoken, such as French, German, Spanish, or Portuguese, it would certainly be advantageous to have local talent willing to work in this sector. That would make communication more natural and allow for more effective handling of different situations.
In my opinion, looking ahead, when we reach a certain scale, the Macau government could consider creating more delegations in different regions. When we were in Portugal, the Macau Economic and Trade Delegation in Lisbon was a tremendous help – not only did it eliminate the time zone impact, but it also knows both realities well, making the process much smoother. This could also create job opportunities for young people.
If there were more such delegations globally, it would not only benefit live-streaming e-commerce. It would also create a support network and a point of reference for Macau companies operating in international trade. I believe this would be very positive – it would make our efforts more comprehensive and far-reaching, boosting Macau’s economy and global influence, with live-streaming e-commerce as a starting point.
