Chinese Live Streaming E-Commerce Trend: King Of Live Streaming Influencer Xinba Aka ‘Simba’, Sold $300M Worth Of Goods In 12 Hour Live Session Than What Most American Company Can Make In a Year

Xinba, known as one of the most popular influencers on the Chinese streaming platform Kuaishou was able to make an incredible comeback after selling a total of $300 million worth of goods on Saturday post a sixty days ban. 16 million products belonging to diverse categories were sold in the 12-hour streaming session which also marked the record for the streaming platform Kuaishou.  

Xinba became the face of controversy after he promoted fake bird’s nest, an expensive Chinese delicacy made of sugar and water, on Kuaishou. Post controversy, a sixty days long ban was imposed on the influencer. Xinba also issued an apology and offered compensation up to three times the original purchased amount to those who purchased the fake bird’s nest as per the country’s consumer rights law. Similarly, Xinba was fined 900,000 Yuan post controversy.

The disgraced “king of live-streaming sales” made an absolutely amazing comeback on Saturday and streamed a record-breaking 12-hour session on Kuaishou. During the session, he sold a total of $300 million worth of goods. The streamer sold about a total of 16 million products ranging from shampoo to smartphones and a total of four million viewers were a part of the session hosted by Xinba.

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According to social media data provider Bihu Kankan, the total gross volume (GMV) exceeded 2 billion Yuan which is approximately $305.7 million. Kuaishou has not yet officially published the figure for the streaming session. Likewise, the sale numbers have not yet been audited or counted for refunds and returns.

Xinba is a very popular influencer on Kuaishou which happens to be the second most popular short-video site in China after Douyin, the Chinese version of TikTok. Influencers like Xinba have been very profitable to these kinds of streaming platforms and other short-video platforms as they are able to turn the viewers into buyers. Previously, Xinba made the record of selling 1.45 billion Yuan worth of products last November.  

During his recent record-smashing live stream, the controversial streamer was able to generate more money than that generated by Times Square Shopping Center located in Causeway Bay in the entire year of 2020. Times Square Shopping Center is one of the most high-profile locations in Hong Kong which specializes in selling luxury goods.

Live-streaming e-commerce has noticed growing popularity among the Chinese audience and it has become a highly competitive market. Live-streaming e-commerce is mainly popular as it allows a more interactive shopping experience. It is also safer and more convenient considering the ongoing Covid-19 pandemic. According to KPMG, the live-streaming e-commerce industry is worth a whopping 1 trillion Yuan in 2020. This value is shared among the three top contenders: Taobao Live, Kuaishou, and Douyin. While Taobao Live accounts for over half the market, the other half is shared by Kuaishou and Douyin.

However, the Chinese government’s recent scrutiny of the short-video and the live-streaming platforms available in China is estimated the stall the growth of these areas in the future. In addition, new regulations released by the State Administration for Market Regulations indicate that the short-video and the live-streaming platforms too will be treated as other e-commerce platforms. As a result, it is expected to increase the operating expenses of these platforms.

Regardless, this does not shy away from the fact that short-video and live-streaming platforms can have other varied uses and immense scope beyond entertainment.


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