Chinese influencer promotes products for 3 seconds; earns Rs.118 crore
What's the story
Would you believe it if we said you could earn millions of money by working for just three seconds? This Chinese live streamer has set an unbelievable example. Zheng Xiang Xiang, a viral sensation, effortlessly promotes products in a mere three seconds, achieving an astounding earnings of 100 million yuan (approximately Rs. 118 crore) within just seven days.
Content
What is in the live stream?
The live streamer often dons a black halter gown for her videos, where she showcases a series of products. Each product is pushed to her by her assistant. Xiang then spends about three seconds showing each product to her audience by lifting them from the box or bringing them closer to the camera. She shares the price of each before she moves them aside.
Sales
Sales skyrocketed in just seven days
Xiang's live streams on China's TikTok-equivalent platform Douyin primarily feature cheap items. These include everyday products with prices ranging from 10.94 yuan (Rs. 125) for hangers to clothes worth 23.12 yuan (Rs. 266). Using her lightning-fast product demonstration, the live streamer, who reportedly has over 531 million followers on Douyin, sold 10 million units in seven days, according to 8Days.
Simple presentation
The power of minimal promotion
Xiang chooses a simple setup with herself, the products, and a pile of Hermès boxes serving as the background rather than the typical pomp connected with product advertising. This low-key strategy, free of showy stunts and wordy monologues, puts the focus entirely on the merchandise. Her understated aesthetic radiates sincerity, building rapport with her audience and winning millions of devoted fans.
Live streaming
Douyin has cracked down on the accounts
Xiang's description includes only the price of the product. Douyin is said to have introduced a new rule after Xiang's success, which forbids live dealers from displaying their products during live streams with little to no product information. The rule, effective since October 27, carries penalties for non-compliance, including fines or account closure, as per the company's announcement.
Popularity
Xiang Xiang has been in the business since 2017
While Xiang only shot to fame in October this year, she has been in the live stream business since 2017. China's live streaming e-commerce faces controversies, leading to regulatory measures for consumer protection. Authorities target unethical practices like 'minimum price agreements,' aiming to safeguard consumer benefits. Despite challenges, increased regulations promise the industry's fair practices and growth.