Xinxuan Group Explained
Xinxuan Group is a retail business operating in China's livestreaming e-commerce segment.[2] Xinxuan's core business is a multi-channel network, on which livestreamers, also known in China as Key Opinion Leaders (KOLs), promote brands and products.[3]
History
Xinxuan Group was founded in 2017 by Xin Youzhi,[4] a popular e-commerce livestreamer on the Chinese short video app Kuaishou.[5] Xinxuan is based in Baiyun District in Guangzhou, in the South of China, where it owns a live broadcast center of 12,000 square meters.[6]
Business segments
Xinxuan Group operates on the following three business segments:[7]
- KOL incubation – Xinxuan offers professional trainings for KOLs.[8]
- Digital e-commerce – Xinxuan operates an online ecosystem through which both itself and other companies can sell the goods and products promoted by KOLs.
- Supply chain management – Xinxuan links with more than 3,000 factories to develop customized products, and provides a channel for more than 5,000 domestic and international brands to market their goods to China's live commerce users.[9]
Statistics
According to iResearch's "China's Livestreaming e-Commerce Industry Report", Xinxuan has over 60 million users and trained 11 KOLs with individual sales records of over RMB 100 million per single live session.[10]
The most successfully marketed products by Xinxuan belong to the categories of beauty and skin care, clothing, food, home & personal care and consumer electronics.[11]
As of end 2021, Xinxuan was reported to employ more than 4,000 people,[12] of which 1,400 are engaged in quality control and KOLs trainings.[13]
Notes and References
- News: China reinventa la teletienda . China reinvents the teleshopping . El Correo . Spanish . 2022-01-16 . 2022-01-19.
- News: Lee . Emma . 2021-12-17 . The Big Sell:Will short video apps rule livestream e-commerce? . TechNode . 2021-12-31.
- Book: 2021 China’s Livestreaming e-Commerce Industry Report . China . iResearch . 24 . 2021-09-22.
- News: Portugal pode tornar-se "um 'hub' europeu no ‘live streaming commerce’" . Portugal can become a European ‘hub’ in ‘live streaming commerce’ . Portuguese . . 2021-08-28 . 2021-12-15.
- News: The Hottest E-commerce Live Streamers in China 2020. Pandaily . 2020-11-01 . 2021-12-15.
- Book: 2021 China’s Livestreaming e-Commerce Industry Report . China . iResearch . 24 . 2021-09-22.
- Book: 2021 China’s Livestreaming e-Commerce Industry Report . China . iResearch . 26 . 2021-09-22.
- Book: 2021 China’s Livestreaming e-Commerce Industry Report . China . iResearch . 28 . 2021-09-22.
- News: Live Commerce: the Next Big Thing in Online Shopping . BROADBAND4EUROPE . 2021-10-27 . 2021-12-31.
- Book: 2021 China’s Livestreaming e-Commerce Industry Report . China . iResearch . 24,28 . 2021-09-22.
- Book: 2021 China’s Livestreaming e-Commerce Industry Report . China . iResearch . 25 . 2021-09-22.
- News: China reinventa la teletienda . China reinvents the teleshopping . El Correo . Spanish . 2022-01-16 . 2022-01-19.
- News: Cheng . Evelyn . Chinese livestreamers can rake in billions of dollars in hours. How long will it last? . . 2021-11-15 . 2021-12-31.
