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**Live Stream Without the Shopping Cart: The Case of Putian Shoes**

Introduction

Putian, a region in China renowned for its shoe manufacturing industry, has recently gained attention for its live streaming sales practices. Rather than utilizing the traditional live shopping features, many of the live streams focused on showcasing the shoes without offering the direct purchase option through the shopping cart.

The Unique Selling Strategy of Putian Shoes

In this setting, the absence of the shopping cart or "小黄车" serves as a unique selling strategy. Merchants are effectively building a community around their products, focusing more on brand promotion and less on immediate sales. This approach creates a more interactive experience for viewers, as it encourages them to engage with the live stream not just as a means of purchasing but as a way to learn about the product and brand story.

By avoiding the use of the shopping cart, these live streams are more focused on building trust and brand loyalty among viewers. Merchants present their products in a more immersive way, showcasing the craftsmanship, materials, and designs. They use stories and personal experiences to connect with their audience, creating a sense of community that goes beyond the mere transaction.

This approach also encourages viewers to make purchases through other channels, such as the brand's official website or physical stores. It forces them to engage more deeply with the brand, rather than being focused solely on convenience and immediate purchase.

Consumer Response and Conclusion

Consumers have responded positively to this approach, finding it refreshing and genuine. The absence of a direct sales link makes them feel more engaged with the product and brand story, leading to higher brand loyalty and repeat purchases. While it may seem counterintuitive to not include a direct sales feature in live streaming, in the case of Putian shoes, this strategy has proven successful.

In conclusion, Putian shoes are breaking the mold in live streaming by not including the shopping cart feature. This approach forces a focus on brand promotion and community building, creating a unique experience for both merchants and consumers. By fostering trust and brand loyalty, these live streams are paving the way for a new era in e-commerce marketing.