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Sunday, March 3, 2024

Zheng Xiang Xiang, Who Earned $18.3 Million Per Week With Her 3 Seconds Promotion Strategy, Caused a Big Problem in China

Chinese marketer Zheng Xiang Xiang recently went viral due to her unconventional live-stream marketing methods. The marketer reportedly has a unique style of prompting products, where she shows a product for about three seconds and tells the price. The method went viral due to its minimalist approach to marketing.

Xiang Xiang reportedly raked in a whopping $18.3 million or 100 million yuans in seven days, prompting her and her style of selling to be widely spoken around. The marketer has reportedly been around since 2017 but only recently went viral on the social media platform Douyin. The marketer’s tactic reportedly prompted the platform to ban ‘rapid marketing techniques’.

Zheng Xiang Xiang’s Unique Live Stream Marketing Style

Zheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/InstagramZheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/Instagram
Zheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/Instagram

Zheng Xiang Xiang reportedly went viral on China’s TikTok i.e. Douyin for her unique style of rapid marketing. A live-streaming marketer, Xiang Xiang was seen donning the costume of actress Gina Jin from the film No More Bets and quickly reviewing various products. The videos reportedly amassed the marketers over a million followers in three days.

The marketer became famous when her livestream went viral during the National Day holiday in 2023. Zheng Xiang Xiang became known for her rapid style of showing cheap products, with the exhibition of each product not taking more than three seconds. The majority of the products reportedly only cost less than 10 yuans i.e. $1.39.

Zheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/InstagramZheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/Instagram
Zheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/Instagram

According to 8Days, the videos saw her in a factory-like space with a background filled with orange boxes, which many speculated were boxes from the luxury brand Hermès. An assistant would reportedly hand her a box with a product and she would open it, show the product on the screen, tell the price out loud, and push the box away.

Many products such as clothes, innerwear, hairdryers, cloth hangers, and other appliances were seen in the videos. An average of three seconds was estimated to be used for each product in the live-stream videos. Zheng Xiang Xiang reportedly had 531 million followers on the Douyin app.

Zheng Xiang Xiang Prompted Douyin To Ban Rapid Live Streaming

Zheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/InstagramZheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/Instagram
Zheng Xiang Xiang in the viral video | Credits: zheng.xiangxiang2/Instagram

The live-stream selling market has reportedly been growing in China for quite some time. Many live-streamers who sell on e-commerce platforms have reportedly gained traction in Chinese social media platforms such as Douyin. However, the platform announced that it would be cracking down on the practice of rapid live streamers on the platform.

According to Sixth Tone, the platform announced that it would ban the tactic from the platform and that content creators who resort to the tactic would be penalized. The platform defined the tactic as videos where minimal to no product information was revealed while selling them on live-stream.

The practice was put into place reportedly after Zheng Xiang Xiang amassed over a million followers in three days when her video went viral during the National Day holiday. Many customers, however, reported that the products were extremely cheap and were not durable in any way.

Zheng Xiang Xiang’s videos on her channel reportedly have stopped the rapid selling technique and show products at normal speed. Her Instagram page too sees her showcasing various products in a normal fashion. However, the viral video that saw her rapidly showcasing products is still pinned on her page.



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