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  • Gordon Dumoulin

China's amazing new retail boom.... live-streaming

430 metric tons of rice in 1 minute, 814 houses in 20 minutes, and a rocket-launching service worth 40 million yuan. These are some of the notable sales achievements of Huáng Wēi (黄薇), better known as Viya.

Viya is China's top live-streamer who sold more than USD 6 billion worth of products last year through her live-streaming sessions. That is about the same what Carrefour makes in China.

Born in 1985 in Anhui province, she started live-streaming only 3 years ago. Today there is a team of 300 people behind Viya, rigorously filtering products and optimizing presentation to resonate optimally with the fans.

Viya is live-streaming most nights for her fans across China, earlier this year she hit a record-high audience of more than 37 million fans on a single night.

She traveled to rural areas supporting farmers for their agricultural sales online which generated almost USD 80 million in sales. During the pandemic, she visited Wuhan and featured products from the stricken city.

There are millions of live-streamers in China today in most retail, service and tourism sectors, biting a chunk into the amazing USD 1.5 trillion e-commerce world of China. Retail in China is unlike any other market...


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