Viya | China Livestream Queen | "Beyond" even Ly Giai Ky to earn more than trillions in just 7 hours

In the current 4.0 era, the explosion of technology has changed all aspects of life, economy and society. We can see a strong shift from traditional model stores to online business with the development of e-commerce platforms, along with the birth of a very new industry. - Livestream industry.

No country where livestream has as much potential for development as China, where many experts assert that buying via livestream will become a habit and an important sales channel for retail distributors. Online sales websites such as Taobao and Tmall have integrated a livestream feature that allows consumers to directly interact with sellers, select and buy and sell products with just a few extremely simple steps.

If Ly Giai Ky is considered the "king", then the "streaming queen" title will definitely belong to Viya, they are considered to be the ones who started and contributed to the success of the livestream industry as it is today. To get to the present success, few people know that she also had to go through many difficulties and hardships.

During the livestream on October 20, 2020, Viya brought in a revenue of more than 350 million yuan (about 1,236 billion VND) after only 7 hours and 45 minutes, surpassing the "lipstick king" Ly Giai Ky and becoming the leader. highest sales chart of the day.

Who is "streaming queen" Viya?

Viya's real name is Hoang Vi, born in 1985 in Lu Giang district, Anhui province, China. It is known that her parents do business in Beijing, so when she was young, Viya lived with her grandmother. Because she can't live with her parents, Viya has trained an independent, strong personality, not needing to depend on others since she was young.

Viya is very fond of singing, dancing, and has a bright appearance, so she is expected to become a singer in the future. In 2005, Viya registered to participate in the talent search show "Super Idol" held in Anhui province and fortunately won the final. After entering showbiz, she once participated in the program, acted in an advertisement with JJ Lin - Lam Tuan Kiet, even had the opportunity to perform on the same stage with Jackie Chan.

However, in the end, with a free personality that doesn't like being tied down, Viya decided to retire from the entertainment industry and decided to open a clothing store. She believes that the new fashion business is the most suitable path for her.

Earn nearly 70 million yuan in just 5 hours of livestream

Viya's success is a process of constant effort, not simply a shining star as many people mistakenly believe. She was born into a family of retailers in Anhui province and opened her first store in Beijing with her ex-boyfriend when she was 18 years old. He was initially responsible for warehouse operations and post-production. Viya models and sells clothes.

In 2011, Taobao e-commerce platform suddenly exploded with the appearance of many online business brands. Seeing the potential that this e-commerce platform brings, Viya decided to close all of her brick-and-mortar stores and switch to selling on Taobao.

However, because of inexperience, when Viya switched to online business, she suffered a loss and severe inventory. In 2015, a total loss of more than 6 million yuan (about 21 billion VND) caused Viya to become depressed, she had to sell her house in Guangzhou to have enough money to continue her business.

In 2016, she received an invitation to use the new livestream feature appearing on Taobao and started participating in the livestream in May 2016. At the beginning Viya felt quite awkward, she did not know what to say, nor did she know how to interact with the viewers.

By October 10, 2017, Viya had created a miracle when attracting more than 1.5 million followers and earning nearly 70 million yuan (about more than 200 billion VND) in revenue after only 5 hours of livestream. This achievement helped her to beat the revenue record of Truong Dai Dich - the lover of Chairman Taobao - before and made Viya's name famous throughout Chinese social networks. Viya has tactics to make customers rush to buy the products they introduce.

Viya began to gain international media coverage when she sold a rocket via livestream for 40 million yuan ($5.6 million). In May 2020, she reached a record when more than 37 million people watched her livestream, higher than the last episode of the most popular TV series of the decade "Game of Thrones" or the Oscars ceremony.

Every night, Viya's livestream viewers order goods worth up to several million USD, mainly cosmetics, household items, ready-to-eat foods or clothes, but sometimes she also sells her whole house and clothes. car. During last year's "Singles' Day" shopping festival (November 11), Viya sold up to 3 billion yuan ($423 million). The outbreak of Covid-19 in early 2020 made most Chinese people stay at home and order online, the more Viya's business prospered.

"I see myself as someone who helps clients make decisions. So I need to think about their needs. My ambition is to provide everything for my fans from doorbells, carpets, brushes to brushes. brushing teeth, furniture, everything" - Viya said after finishing the livestream and still wearing the products sold that night, including a white t-shirt, baseball cap and silver earrings.

Viya is one of 500 employees of Qianxun Group, based in Hangzhou, chaired by her husband, Dong Haifeng. Every night, Viya will start the livestream in a small room here. The company manages dozens of famous hot streamers operating in the field of retail goods, with a scale of up to 500 employees; plans to list on the stock exchange by 2025 at the latest.

In the 10-story building of Qianxun Group, employees work day and night. The focal point in the building is the giant booth located on the 2nd and 3rd floors with an area of 10,000 square meters, 1.5 times the size of a football field, where all the goods sold during the livestream are displayed. Food and household appliances are the most, followed by clothing and accessories including glasses, bags, sports shoes, pajamas... On the 4th floor of the building, Viya and a team of 40 other employees are working. Select quality products to introduce for the livestream in the evening.

Voice off: Viya's Sales Tactics

Choose product quality

Viya's team believes that the secret to her success is her ability to be picky about products for customers. From product quality to price bargaining, Viya is all done very carefully before livestreaming sales.

Every evening, Viya's employees sit together, present the products of their choice, eagerly listening to other colleagues present their selections before Viya makes a final decision. The electric shaver is too noisy, the sugar candy is too sweet... are all removed from the list of promotional products by Viya.

Product price is also a factor that Viya focuses on. A Zippo lighter is listed for 399 yuan, but Viya can negotiate down to 389 yuan if she feels the manufacturer's price tag is too high.

During a visit to Thailand, Viya even went to the GADUN bed factory to check the quality of the pillow and latex mattress production line before introducing it to users.

Food, housewares, clothing and accessories are common items on Viya's channel. With the impact of light and accompanying visual effects, every product always appears beautifully, attracting the attention of viewers.

Use scarcity to drive sales

In Viya's livestream, there is an unwritten rule: the link to buy the product will only be released when the livestream queen starts counting down: 5-4-3-2-1!

"Worry about the scarcity of goods is an effective psychological blow. It urges people to quickly make purchasing decisions and take action because of the fear of goods being sold out too quickly. Decision time spans quite short and consumers hardly have much time to think," - according to analyst Andy Yap (Singapore). Occasionally, if a product runs out of stock too quickly, Viya will suggest additional suppliers as a sales tactic.

Trust is the driving force to buy

"Customers need to have unwavering faith in Taobao. They need to believe that they're not buying fakes from the e-commerce platform. They need to trust that the delivery logistics system will ensure the food item gets delivered. delivered to customers is completely fresh. They need to believe that the services provided to them are of good quality. That is a prerequisite," - Viya said.

Viya's selling power is built on popularity, and she aims to attract fans and buyers by reinforcing trust. Any comments complaining about the quality of users' products during the livestream are recognized and quickly remedied by Viya's team.

Inspiring person

Not only attracting viewers with attractive sales livestreams, Viya also inspires with positive social actions, spreading beautiful messages.

In May 2019, Viya announced a partnership with China Youth Development Fund and asked for donations to build Hope Primary School in an impoverished village in Dabie. The project then attracted the participation of more than 13 million people, achieving success beyond imagination.

The most recent time, when Wuhan became the epicenter of the global Covid-19 epidemic, Viya promised fans to visit Huang Hec Lou (Wuhan) as soon as the pandemic was under control. At the end of April, when this city had just reopened, Viya and her partner drove for 11 hours straight to the 2,000-year-old ancient tower in Hubei province and conducted a livestream to send the message "Going ahead" to hundreds of thousands of people. fans, expressing their belief in the revival of Wuhan after the pandemic. Simple, honest messages conveyed in a simple, unfussy, ornate way have made Viya's own brand, helping her attract millions of fans of all ages in China.

Up to now, Viya has 5 fashion stores on Taobao. Except when she livestreams to promote her products, she also collaborates with other brands to implement marketing strategies with the desire to give customers more choices.