Youku's dance show expected to boost sales
Video-streaming site Youku expects sales of products related to its "Street Dance of China" variety show and other offline activities to surpass 200 million yuan (US$28 million) this year.
Senior producer Liu Dong, who heads the show, said more offline resources will promote street dance culture.
The third season of the show, which has 12 episodes, airs on Saturday nights.
Products will include dolls based on cartoon images of celebrities on the show, along with consumer electronics and apparel.
Other products, including snacks and drinks, are available for delivery.
"We have also set up showroom spaces and street dance studios in Shanghai with partners to better connect street dance culture with Shanghai's vibrant nightlife," said Liu.
Offline roadshows, performances and products are estimated to bring about 10 million yuan of income to Youku.
It also plans to release documentaries and feature films featuring dancers and celebrities in cooperation with Alibaba Pictures.
Products from fashion brands such as Burberry and other domestic and overseas brands will be available when the show wraps up later this year.
There are plans for more overseas participants in the show in the next few seasons after delays due to the coronavirus outbreak.
The previous two seasons attracted more than 130 million viewers and more than 60 percent of audience for the third season are new to the show.