Xinxuan Group

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Xinxuan Group
Native name
辛选集团
Industrylivestreaming e-commerce
Founded2017
Headquarters
Guangzhou
,
China
Key people
Xin Youzhi (Founder & CEO)
Number of employees
over 4,000 (2021)[1]
Websiteofficial website

Xinxuan (Chinese: 辛选; lit. 'Xin selection') 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[edit]

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[edit]

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[edit]

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]

References[edit]

  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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