| Xin Youzhi | |
| Native Name Lang: | zh-Hans |
| Birth Date: | 1 January 1990 |
| Birth Place: | Tonghe, Heilongjiang, China |
| Nationality: | Chinese |
| Known For: | Livestreamer on Kuaishou |
| Founder and Chief Executive Officer of Xinxuan Group | |
| Spouse: | Chu Ruixue |
Xin Youzhi (; born January 1, 1990), also known as Xinba (辛巴) - the Chinese for Simba),[1] is a livestreamer with 98.8 million followers on Chinese short video app Kuaishou and founder of Xinxuan Group,[2] a multi-channel network (MCN) company in China’s livestream e-commerce industry.
Xin Youzhi was born in a farmer's family in a village of Heilongjiang Province, Northeast China.[3]
In 2017, Xin founded Xinxuan Group.[4] Xin Youzhi and three other Xinxuan team members were ranked today among the top ten livestreamers in China, accounting for nearly one quarter of Kuaishou’s Gross Merchandise Value (GMV).[5]
During China’s Singles' Day shopping festival in 2020, Xin Youzhi achieved RMB 1.88 billion sales in his 12-hour long live-streaming session.[6]
In November 2020, a team member of Xin Youzhi was caught selling fake edible bird’s nest, a popular yet expensive health supplement in China, which turned out to be sugar water.[7] This generated a big scandal resulting into a fine of 900,000 RMB and a 60-day temporary ban from livestreaming for Xinba and his team.[8] Xin Youzhi recovered fast from this episode: on 27 March 2021, in his first livestream after the ban, he was reported to have gained 15 million new followers, and sold more than 2 billion RMB worth of goods, a record on Kuaishou.[9] On 30 June 2021, the Arbitration Commission of Guangzhou ruled that the supplier was to be deemed responsible for the provision of the fake product and had to compensate Xin’s company.[10]
Xin Youzhi was caught in a new controversy in April 2022, due to a trademark dispute with Australian activewear brand YPL, which ended with an official apology by YPL.[11]
Xin Youzhi ranked 22nd in the "Hurun China Philanthropy List 2021" released by the Hurun Research Institute.[12] Moreover, Xin Youzhi claimed that his company donated USD 21 million to Wuhan in support for the fight against COVID-19, while he offered medical supplies to his hometown.[13]
Xin Youzhi is married to Chu Ruixue. The couple spent USD 7 million to USD 10 million to invite 42 celebrities to the wedding, which took place in Beijing National Stadium.[14]