East Asia Holdings buys Quanzhou-based sports goods maker to join live commerce

East Asia Holdings Investment Ltd. announced Tuesday it has acquired a 100 percent stake in a sports goods company in Quanzhou, China, specializing in live commerce marketing for sports goods for 1 million Chinese yuan ($154,608.15) via its subsidiary.

With the acquisition, the company aims to join the heated live commerce market in China to enhance sales and promotion activities on live commerce platforms and expanding the creator, partner and influencer pool.

Livestreaming commerce allows sellers and influencers to stream video content to promote products and drive sales 365 days a year. Daily revenue from a live commerce event on platforms like Douyin and Kuaishou in China reaches up to 300,000 Chinese yuan.

The Chinese company has already won a license to sell sport goods of global brands including Adidas and Nike, East Asia Holding Investment said.

Quanzhou is home to sport brands in China that produces various sportswear and shoes. East Asia Holdings Investment’s headquarters also is located near the city, raising expectations for a synergy in business and sales network.

“The latest investment will bring new distribution network to the company, which will further help foreign brands’ foray into the Chinese market. We’re planning to provide the internet address to allow investors to enjoy the live commerce events on the company website,” said an official at East Asia Holdings Investment.

Shares of East Asia Holdings Investment closed 5.97 percent higher at 213 won in Seoul on Tuesday.

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