“I’m a little nervous.” Wu Qian Deputy Mayor Li Qiang confesses this.
Wuhan is the same city in China where the Kovid-19 epidemic began. Li Qiang is waiting for the moment when the first Tiktok live streaming event will begin in Wuhan.
In the tone he was talking about, the big officials of the Communist Party of China do not usually talk that way.
But keeping in mind the efforts to bring the ruined economy back on track, Li Qiang’s intentions are firm.
Li Qiang has a great affinity for the local food and drink in Wuhan, he urges the people here to keep going to his favorite shop.
The lockdown imposed for two months at the national level has given a major blow to the economy. In the first three months of this year, China’s economy has lost 6.8%.
Trying to get the economy back on track
After the death of Chairman Mao in 1976, China’s economy has recorded such a decline for the first time.
But the current generation of Chinese politicians is more practical than that period, especially at a time when their economy is going through a bad phase.
In China, at present, the campaign is being run to bring the economy back on track at the level of provinces.
Senior officials of the Hube province with a population of six crore have transformed themselves into online celebrities.
Li Kiang and his colleagues are promoting local brands and keeping a close watch on sales figures.
How were the results? According to Chinese media reports, on April 8 on the first day of the campaign, Ticketock Live Streaming Sales in Hube Province sold for $ 2.5 million.
Live streaming industry
Three million items were sold in nine hours of live streaming. Even Lee Kiang’s favorite hot and dry noodles sold well.
Hube is not the only province in China that is taking advantage of the thriving live streaming industry.
Ever since the rules of social distancing have come into force in China, many local authorities in provinces such as Hunan, Shandong and Guangxi have turned themselves into sales gurus.
They are advertising local products to help bring the economy back on track. In this way, the leaders of the Communist Party are getting a different face in their areas.
Andrea Fenn, CEO of marketing consultancy firm ‘Fireworks’, says, “During the epidemic, sales through live streaming have raised expectations. New opportunities for investment in marketing have arisen for companies providing support to the service industry and other industries. “
‘Lipstick Brother No.1’
Even if this business model is not a part of any ‘top down effort’ i.e. the process where decisions are taken at the top.
Before leaders arrived on live streaming platforms, business leaders started using services such as TikTok, Taobao and Kuishou to sell their products.
One of these business leaders is Li Jiaqi. 27-year-old Li Jiaqi has become famous with the nickname ‘Lipstick Brother No.1’ due to his unique style.
Li Jiaqi, who works for a small salary in an anonymous shop in Nanchang, South East China, has more than 40 million followers on Tiktok.
During one such sales session on the live streaming platform, Li Jiaqi sold 15,000 lipsticks in five minutes.
Unlike other beauty bloggers, Li Jiaqi shows demos by applying lipstick on his lips instead of applying it on his hands.
It seems that this method worked. His status is now 5 million dollars.
‘Queen of gods’
33-year-old Wei Ya is also among these new generation businessmen. Wei Ya sold commercial rockets on April 1 for $ 6 million on Alibaba’s live streaming service Taobao.
These statistics were so shocking that it was also discussed internationally. Taobao had to issue a statement that these sales figures were real and not the April Fool’s jokes.
Wei or a well-known face in China’s live streaming circle. His followers call him ‘Queen of Gods’.
The official newspaper China Daily called the event ‘the first broadcast in the world of rocket sales’.
Over 620,000 users used the #WeiYaSellsARocket hashtag on Weibo. More than 2 million people saw the sale live on the Internet.
Will this save China’s economy?
Foreign brands are also becoming part of this campaign in China. Luis Viton, a luxury products manufacturer, hosted one such live streaming in March.
It has been 30 years since the company did business in China, but it did so for the first time.
During the month of February when the Kovid-19 epidemic in China was at its peak, a large number of live streaming sales events were hosted on Taobao’s platform.
New vendors from all over the country joined Taobao. According to the company’s statistics, a boom of 719 percent was seen in them. But it is not that everyone is succeeding in it.
Marketing consulting guru Andrea Fenn says, “The craziness seen in recent times has led to increased market crowds. Those who came first on the line enjoyed live streaming activities, even though they did all this amateur “Because this practice is very new, it’s very fresh.”
Customers are tired …
Andrea Fenn says, “Thousands of live streamings are happening now. Consumers are perplexed. They feel how we got into the era of telemarketing shows in the nineties. I’m watching That many companies are failing to increase their sales figures through live streaming events. Because customers are tired. “
One of the online celebrities of China may confirm this. In April, 48-year-old English teacher Luo Yonghao made his debut with a live streaming sales event.
She is now an internet celebrity. Five million people saw that event of Luo Yonghao all over China. Within three hours, sales figures touched a $ 15.5 million mark.
In his next fortnight, Luo tried his hand in such events twice but did not get success as before. Chinese media says that viewership has fallen by 83% and sales figures have fallen by 48%.
And as Andrea Fenn says, “All these things confirm that we are not all looking towards something that alone can handle the economy.”