Kuaishou Live Streamer Xinba Aims to Earn 8 Billion RMB During This Year’s 11.11
When people mention Chinese ecommerce live streaming, the top KOLs that comes to mind are often Taobao’s leading pair Austin Li (李佳琦) and Viya (薇娅). But in fact, another top live streamer is Xinba (辛巴) who streams on video app Kuaishou.
On Oct 18, Xinba held a concert in Shanghai and at the event, he revealed that his goal for this year’s Double 11 is to achieve over 6 billion RMB sales at least, and he hopes his team can make a combined 8 billion RMB ($1.2 billion).
This number would be an impossible number for many people’s lives. So, gossip time, can Xinba achieve this? Or is he just gaining eyeballs?
Xinba’s performance
Up to Oct 16, Xinba has done 20 live streams in 2020, 2 live streams each month on average. In total, he achieved over 5.3 billion RMB sales. The largest one was his stream for 618. On that day, he made 1.25 billion RMB in sales.
You may already notice that, compared with Austin and Viya and other live streamers, Xinba streams at a much lower frequency. This is because he’s got a good team behind him who often run streams on his behalf. His team includes: Dandan (蛋蛋) who made 8 billion RMB sales last year, Shidapiaoliang (时大漂亮) who made over 3 billion RMB sales and Zhao Mengche (赵梦澈) who achieved over 1.5 billion RMB in sales. And that was even before live streaming got as popular as it is now, incredible…
In total, Xinba’s team has 14 live streamers including himself. And the team’s sales performance from January to October 16 is 14.7 billion RMB. On average, each order is 115 RMB, and each month his team achieves over 1.5 billion RMB in sales.
The numbers are pretty, but can he achieve his goal on this Double 11?
While Xinba does 2 live streams per month throughout most of the year. Based on his performance during last year’s 11.11, he will raise his frequency to daily live streams during the 11.11 pre-sale period. He was live streaming for 21 hours non stop on 11.11 last year, and his wife was pregnant and accompanying him to until the end of the live stream.
Xinba has also got more followers this year. Last year’s Double 11 he had around 30M followers and this year, the number has doubled to 60M. Besides, his team has also become stronger. In an interview, Xinba said in his “family”, there are 7 top live streamers and at least 4 of them can compete with Austin Li and Viya.
The live streamer Dandan (蛋蛋) we’ve mentioned before, she once achieved over 650M RMB sales in one live stream. And Shidapiaoliang (时大漂亮), he just started his first live stream on April 18 this year but has already achieved 3 billion RMB in sales.
Xinba said he wanted to develop at least 30 live streamers like them.
Why is Xinba so popular?
Xinba has 70.5M followers on the video platform Kuaishou. He chooses the right platform for the reason that the majority of Kuaishou’s users are located in third and fourth tier cities and Xinba grew up in the countryside, so he relates to and understands his followers very well.
Xinba initially grew his following by sending virtual gifts to other content creators and live streamers on the platform. He was very generous and his name often showed up on the top ranked gifter board. By supporting others, he actually guided traffic to his own Kuaishou account.
On top of that, Xinba’s wife Chu Ruixue (初瑞雪) is also a top live streamer on Kuaishou with 29.4M followers. Chu’s parents and Xinba’s parents all have Kuaishou accounts, and the family is guiding traffic to each other.
Taobao is not the only place where we will see live streaming play a big role in this year’s 11.11. I am really curious whether he and his team can achieve his goal!
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