The Rise of Livestreaming Influencers in China
In the bustling city of Shanghai, a new wave of digital entrepreneurs is redefining the landscape of online commerce. Armed with an iPhone, a foldable tripod, a power bank, and a fan clipped to the phone’s back, these individuals are constantly live-streaming from their breakfast tables, moving buses, or even supermarkets. Their goal is to engage millions of Chinese viewers by delivering content about everything from hotpot restaurants to Chongqing opera facechanging shows.
Xiao Jing, a 22-year-old from Jiangxi Province, is one such dedicated influencer. She interacts with users on a daily basis, building both a fan base and a client base. Her ultimate aim is to become a successful influencer, capitalizing on the growing internet market in China that has expanded since the lockdowns caused by the 2019 pandemic.
These influencers operate on platforms like Douyin, the Chinese version of TikTok, which is owned by Bytedance. They work out of Haishan Media's headquarters in Shanghai and its 17-floor office in Chongqing, where they conduct regular live e-commerce sessions. These sessions involve selling products in large quantities every few minutes to buyers across China. They often eat, dance, and interact with the camera to engage buyers before showcasing a product for sale.
One evening in late July, the Haishan Media platform sold hundreds of kilograms of a chicken leg delicacy within just a minute. According to data from market consultancy iResearch, cited by China Daily, the revenue of China's livestreaming e-commerce sector reached 5.8 trillion yuan ($803.3 billion) last year. The compound annual growth rate is expected to reach 18 percent between 2024 and 2026.
This surge in sales reflects a growing willingness among Chinese consumers to take advantage of promotions, further strengthening their shopping habits. Experts have observed this trend, noting that it aligns with the increasing number of internet users in China. By December 2024, the number of internet users had reached 1.1 billion, up 16 million from the previous year.
The state-owned newspaper highlights this milestone as a testament to the vast potential of China's digital economy. A report by the China Internet Network Information Center (CNNIC) revealed that internet penetration in China reached 78.6 percent in 2024. By the end of the year, the number of payment users in China had surpassed 1 billion, while 974 million Chinese people had engaged in online shopping.
Data from China's National Bureau of Statistics showed that in 2024, the country's total retail sales reached 15.52 trillion yuan (about 2.15 trillion US dollars). This rapid growth is driven by the expansion of 5G and broadband coverage nationwide, including urban and rural areas. Stable internet connectivity has enabled more people, including the elderly and rural residents, to participate in online shopping.
According to the CNNIC, nearly 70 percent of netizens aged 60 and above and over 76 percent of rural internet users shop online. Short video and livestream platforms have become major mediums for shopping, with a vast majority of viewers making purchases after watching. More than half of users regularly tune in to livestream sales.
Xiao Jing joined the Shanghai headquarters of Haishan Media last year. An economics graduate from a Wuhan college, she lives alone in Shanghai, known as the Paris of the East. The company she works for has a combined workforce of close to a thousand people in its two offices, with another over-a-thousand affiliated streamers working under sub-guilds established in several other cities.
"I earn enough for my upkeep and also assist my parents occasionally," Xiao says when asked about her income. "My pay depends on my performance." She feels proud to connect with netizens across China, gaining recognition and support through her efforts.
At a dinner reception for a 20-member Nepali team led by Ajit Khadka, president of the International Scout Volunteers Group, Nepal, Ni Haishan, the company owner, jokingly said: "I can give you everything, but not these girls," pointing to a few young women sitting around the table in a gesture of value he attaches to his employees.
Company workers the Post talked to said some of them were making big money. They mentioned that Ni had brought an adolescent girl from a poor family who now earns handsomely through livestreaming sales. Within six months of its establishment, the Chongqing branch generated a revenue of 1.2 billion RMB (approximately $200 million), according to Huang Wenqi, general manager assistant for Haishan Media.
With an average daily broadcast exceeding 200 hours, the company has 11 departments to support livestreamers. In addition to regular pay, an individual's performance is rewarded through audience tips and donations. Huang is among the top earners.
The company aims to expand its market reach to 10 countries, including in Europe and America, by 2027. It also plans to incubate a self-owned streaming brand called "Haishan Movie" and develop regional specialty products such as Gansu Lily. It is looking to open a third office in another Chinese city, according to Ni, who founded the company in 2019.
Towards meeting its social responsibility goals, the company provided a total of 3,120,000 RMB (over $400,000) in relief to the earthquake-hit community in Gansu in 2024. The "Haishan Public Welfare Fund" aims for an annual endowment exceeding 500 million yuan, according to company representatives.
The head office has long-term cultural exchange activities in countries including Nepal, where they conduct broadcasts such as "Spicy Hot Pot" to acquaint local students with Chinese culture. Haishan Culture has partnered with the ISVG Nepal to conduct Chinese language classes in Nepal. It has announced its plan to build and operationalise 10 Chinese language schools around the country over the next few years.