Queensland businesses are discovering new opportunities to connect with millions of Chinese consumers as the world's largest e-commerce market continues to embrace livestreaming.
During the China International Import Expo (CIIE) in Shanghai in November, Trade and Investment Queensland (TIQ) demonstrated the potential of the medium by integrating a livestreaming studio into the QueensLand of Opportunity Pavilion.
This innovative approach allowed participating businesses to reach Chinese consumers directly online, showcasing the quality, sustainability and diversity of Queensland’s products in real-time in an interactive and dynamic way.
TIQ China also supported 21 Queensland brands by featuring their products on a dedicated Queensland landing page on JD.com, China’s largest online retailer.
In addition to its livestreaming studio and JD landing page, TIQ also arranged for a leading Chinese Key Opinion Leaders (KOLs - social media influencers) to host a two-hour livestreaming session on TikTok together with Queensland Global Connector and local celebrity Heidi Dugan, in which the pair showcased exhibitors and their products, generating over 100,000 views.
From premium beef and seafood to boutique wines and wellness products, Queensland’s offerings resonated strongly with the audience, showcasing the state’s ability to meet the growing demand for clean, sustainable and high-quality goods in China.
“Over recent years, live-streaming has completely transformed the e-commerce landscape in China, and we’ve seen first-hand how quickly Queensland’s premium products can capture attention in this space,” Queensland Senior Trade and Investment Commissioner for Greater China Rhett Miller said.
“It’s not just about selling products, it’s about telling the story behind them, building trust, and creating a connection with consumers.”
The Queensland brands and products on display at CIIE were also given a massive boost on China’s social media by the talent behind the Australian Firefighters Calendar who managed to “break the internet” through their appearance at the Queensland Pavilion.
The firefighters attracted more than 20 million views on popular China social media platform Little Red Book, which has more than 300 million users.
The success of the e-commerce initiatives at CIIE reflects the broader opportunities for Queensland businesses in the China market. With over $26.2 billion in goods exports to the market in the year ending October 2025 – including $1.2 billion in beef exports, $72 million in fruit and nuts, $7 million in seafood, $13 million in pharmaceutical products and $12 million in perfume and cosmetic goods – China remains Queensland’s largest trading partner.
“China is the world’s biggest e-commerce market, providing a wealth of opportunities for Queensland businesses ready to take the leap,” Mr Miller said.
“By embracing livestreaming, partnering with local platforms, and leveraging KOLs, our exporters can build demand, create new e-commerce channels and secure their place in this dynamic market.”
With the support of TIQ’s office network across China, including a new office in Shenzhen, Queensland exporters are well-positioned to seize the opportunities presented by this rapidly evolving marketplace.
About Trade and Investment Queensland
If your business is ready to unlock global markets, you can learn more about your future export success through TIQ.
Whether you are an experienced exporter looking to expand your global footprint or a new exporter starting your journey, TIQ can help you scale your business internationally.
Is your business ready to unlock global markets? Learn more about your future export success through TIQ.
Whether you are an experienced exporter looking to expand your global footprint or a new exporter starting your journey, TIQ can help you scale your business international