Chinese Live Streamer Makes Millions in Just 7 Days with 3-Second Product Showcases
In the world of live streaming e-commerce, one Chinese live streamer is making waves and earning millions. Zheng Xiang Xiang, a viral Douyin (China’s version of TikTok) live streamer, has adopted a unique minimalist approach that has captured the attention of millions of viewers.
According to a report by Singaporean news site 8days, Xiang Xiang managed to amass an astonishing 100 million yuan (S$18.7 million) in sales in just seven days. But what is the secret behind her astounding success?
The report reveals that Xiang Xiang’s success lies in her deadpan and high-speed method of introducing products. In a blink-and-you-miss-it fashion, she dedicates only three seconds to showcase each item. Her assistant quickly hands her a product, she shows it to the camera, reveals the price, and swiftly moves on to the next item. There are no upselling or further descriptions, leaving viewers baffled by how this approach works.
Xiang Xiang’s live streams feature a backdrop adorned with stacks of Hermès boxes, and all her products come in signature orange packaging. This unique aesthetic and approach have captivated her audience, despite the short 3-second showcases. Another factor contributing to her success is the incredibly low prices of her products, with most items priced under 10 yuan (S$1.9). It is estimated that she sold around ten million units in the past week, resulting in her earning 100 million yuan.
In contrast to Xiang Xiang’s success, another popular livestreamer with over 100 million followers was recently banned from Douyin. Xinba faced the consequences of repeated violations of the platform’s self-discipline agreement, including posting insults, abuse, and false information. His controversial business dealings and involvement in selling misrepresented products led to further scrutiny and ultimately a ban.
In response to incidents like these, regulators across China have been increasing their efforts to regulate the live streaming e-commerce industry. Market supervision bureaus in various regions are cracking down on unscrupulous practices and ensuring that live broadcast e-commerce practitioners do not engage in practices that may harm consumers’ interests.
Although the live streaming e-commerce industry in China has faced controversies and challenges, the future looks promising with increased regulatory oversight.
In other news, Chinese automaker Nio, known for its high-end electric SUVs, has initiated another round of layoffs. The decision was made after discussions about the company’s two-year operations plans, with approximately 10% of the workforce being let go.
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[Image source: AFP via Getty Images]
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