Event Details

This introductory seminar aims to provide a basic introduction to commerce live streaming, the general development of commerce live streaming in Singapore and China, the current landscape and trends in the market. The seminar will introduce how commerce live streaming can be applied to different purposes and objectives. The seminar will feature case studies and Q&A sessions to address practical questions regarding how to go about using live streaming.

Learning objectives/outcomes

  • Provide an overview of the commerce livestreaming landscape and industry developments in Singapore and China
  • Understand the possible applications of live streaming and what purposes it can serve
  • Introduction to what various brands are doing on live streaming platforms

Programme outline

  • Introduction to live streaming landscape and the industry in Singapore & China
  • How commerce live streaming can be used to achieve various objectives
  • Introduction to the key elements of a live streaming campaign
  • Sharing of case studies
  • Q&A and discussion


  • Colin Phua (Founder & CEO of Captive Live+ Singapore)

    Colin Phua

    Founder & CEO of Captive Live+ Singapore

    Colin is the Founder & CEO of Captive Media China and Captive Interactive Singapore. Launched Live+ in 2018, the Group’s livestreaming unit focused on providing full-service E-Commerce (EC) Livestreaming content planning, creation, production & marketing solutions.

    Live+ EC livestreaming is an official accredited vendor of TaoBao Live, DouYin (TikTok) and its clients in China include the likes of Adidas, Reebok, GAP, UGG, Charles & Keith, Swarovski, Budweiser, Estee Lauder/Tom Ford, Sephora, Capitaland Malls etc.

    Captive Live+ in China has just been awarded Outstanding Livestreaming Vendor 2019 (Fashion Category) by Taobao Live / Tmall. The Adidas Tmall Livestreaming Week project produced was awarded Outstanding Livestreaming Marketing Project 2019. Adidas EC livestreaming work since October 2019, which was exclusively produced by Captive Live+, also won Outstanding Livestreaming Conversion Award 2019.

    Some of the key developments and milestones of Captive Live+ Singapore since we set up in early 2020:

    1) Producing The Suntec LIVE Shopping Festival, Singapore’s first-ever mall livestreaming shopping festival with 16 retailers and over 45 brand products. Retailers involved include Harvey Norman, Royal Sporting House, ALDO, Clarks, Fossil, SuperDry, ecco, The Shirt Bar, Playdress, Premier Football, ToTT, Welcia BHG etc.

    2) Launched ShopSG Live@China, an Enterprise Singapore grant-supported livestreaming campaign dedicated to SG brands/products targeting China consumers.

    3) Content planning, development, management and production of CapitaStar Flight 247 Shoppertainment LIVE Show by CapitaLand Singapore. Over 65 retailers/brands took part in this 3 evening event and featuring over 150 products.

    4) On vendor list of Lazada Singapore and completed first video production project.

    5) Launched Singapore’s first-ever Instagram Live series of hawker food review, ‘Today Eat Wat?’. This daily livestreaming programme features local hawker food suggestions by our Makan Hosts to help promote hawker food stalls during this difficult CB period.

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Basic 101 on Live Streaming

Complimentary for SRA Members

Standard Price Free