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Xinxuan Group

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MCN operating in China's livestreaming e-commerce market
Xinxuan Group
Native name辛选集团
Industrylivestreaming e-commerce
Founded2017
HeadquartersGuangzhou, China
Key peopleXin Youzhi (Founder & CEO)
Number of employeesover 4,000 (2021)
Websiteofficial website

Xinxuan (Chinese: 辛选; lit. 'Xin selection') Group is a retail business operating in China's livestreaming e-commerce segment. 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.

History

Xinxuan Group was founded in 2017 by Xin Youzhi, a popular e-commerce livestreamer on the Chinese short video app Kuaishou. 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.

Business segments

Xinxuan Group operates on the following three business segments:

  • KOL incubation – Xinxuan offers professional trainings for KOLs.
  • 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.

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.

The most successfully marketed products by Xinxuan belong to the categories of beauty and skin care, clothing, food, home & personal care and consumer electronics.

As of end 2021, Xinxuan was reported to employ more than 4,000 people, of which 1,400 are engaged in quality control and KOLs trainings.

References

  1. "China reinventa la teletienda" [China reinvents the teleshopping]. El Correo (in Spanish). 2022-01-16. Retrieved 2022-01-19.
  2. Lee, Emma (2021-12-17). "The Big Sell:Will short video apps rule livestream e-commerce?". TechNode. Retrieved 2021-12-31.
  3. 2021 China’s Livestreaming e-Commerce Industry Report. China: iResearch. 2021-09-22. p. 24.
  4. "Portugal pode tornar-se "um 'hub' europeu no 'live streaming commerce'"" [Portugal can become a European ‘hub’ in ‘live streaming commerce’]. Jornal de Negócios (in Portuguese). 2021-08-28. Retrieved 2021-12-15.
  5. "The Hottest E-commerce Live Streamers in China 2020". Pandaily. 2020-11-01. Retrieved 2021-12-15.
  6. 2021 China’s Livestreaming e-Commerce Industry Report. China: iResearch. 2021-09-22. p. 24.
  7. 2021 China’s Livestreaming e-Commerce Industry Report. China: iResearch. 2021-09-22. p. 26.
  8. 2021 China’s Livestreaming e-Commerce Industry Report. China: iResearch. 2021-09-22. p. 28.
  9. "Live Commerce: the Next Big Thing in Online Shopping". BROADBAND4EUROPE. 2021-10-27. Retrieved 2021-12-31.
  10. 2021 China’s Livestreaming e-Commerce Industry Report. China: iResearch. 2021-09-22. p. 24,28.
  11. 2021 China’s Livestreaming e-Commerce Industry Report. China: iResearch. 2021-09-22. p. 25.
  12. "China reinventa la teletienda" [China reinvents the teleshopping]. El Correo (in Spanish). 2022-01-16. Retrieved 2022-01-19.
  13. Cheng, Evelyn (2021-11-15). "Chinese livestreamers can rake in billions of dollars in hours. How long will it last?". CNBC. Retrieved 2021-12-31.
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