XinChuan Studio Provides Runway Commerce Livestreaming for SMTING

On March 22, 2025, the XinChuan Studio livestream team went to Side View Studio in Panyu to provide professional e-commerce livestreaming for bag brand SMTING, completing a runway-style brand presentation broadcast.

This project was different from a fixed-camera product explanation stream. The team needed to bring together bags, model movement, presenter delivery, and the studio environment so viewers could understand the products through style, context, and brand tone. The production was built around the coordination of people, products, and place: people created trust and expression, products carried information, and the set placed the bags inside a more believable travel scenario.

During rehearsal, the team worked with the brand side on product characteristics, brand positioning, and runway flow. The livestream was not designed as simple product holding and explanation. Through model movement, presenter narration, and camera motion, the bags appeared naturally in simulated subway, street, and corridor spaces. This shifted the stream from static display to scenario-based presentation.

Technically, the project used three fixed cameras and two mobile cameras. Fixed cameras kept the presenter, products, and scenes stable on screen, while mobile cameras followed model movement and shifted between runway direction, product detail, and atmosphere. The switcher needed to read the presenter rhythm, model position, and product display points at the same time.

As one of the studio’s first recent brand commerce livestreams, the project placed higher demands on planning, directing rhythm, camera switching, and field production. During execution, the team encountered last-minute technical adjustments and a temporary wireless video signal loss. Members coordinated quickly under pressure and ultimately maintained a stable five-camera output with smooth visuals and clear sound.

The project also served as a high-intensity professional practice. Senior members brought prior production experience into the field, while newer members learned camera operation, switching, communication, signal support, and on-site coordination through a real commercial brief. Compared with training scenarios, commerce livestreaming has tighter schedules, clearer requirements, and more direct feedback.

For XinChuan Studio, the SMTING project expanded the boundary of its livestream services. It transferred multi-camera coordination, contingency handling, and content judgment accumulated in campus event livestreaming into a commercial context that values product presentation, brand style, and consumer conversion.