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Taiwanese singer Annie Yi is the most recent celeb to start out “quiet promoting” on Xiaohongshu. Right here’s why Chinese language shoppers are gravitating in the direction of these hours-long livestreams.
“The explanation why you may’t use it now shouldn’t be as a result of you aren’t worthy, however since you haven’t found your biggest expertise but.”
That’s what Taiwanese singer Annie Yi stated as she launched costly skincare merchandise in a latest livestream. As an alternative of justifying the thousand-plus yuan costs by emphasizing the shortage of the substances — or worse, berating ladies for not having the monetary means to afford the merchandise, as Li Jiaqi did throughout his notorious livestream — she reminded viewers of their self-worth.
Quiet promoting, which describes this slower-paced, storytelling-oriented fashion of livestreaming, has gained traction in China this 12 months. The pattern is taking off simply because the nation’s financial development slows, shoppers tighten their purse strings, and Gen Z buyers search respite from the hustle and bustle of city life.
Taking a refined method, Yi’s debut livestream on Xiaohongshu was successful. Within the virtually nine-hour lengthy broadcast on September 6, the 55-year-old star attracted over 1 million viewers and achieved a turnover of almost $6.8 million (50 million RMB), topping the platform’s livestream gross sales chart.
One other case of “quiet promoting”
The livestream was not the standard fast-paced peddling of merchandise; moderately, it felt like an intimate sharing session. Yi divulged a number of the extra private particulars of her life, corresponding to her turbulent childhood and the way she supported her household after her father’s passing, together with some phrases of recommendation as she showcased the completely different gadgets.
“Don’t change your self. Create your self,” she stated to viewers. “Don’t empty your self to like or be liked. All of your efforts are to fill your self up and revel in your life.”
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