Just a few months after starting her career as a livestream sales host in January, Zhang Jinyu, a 28-year-old former model and fashion management master’s degree holder, had already accumulated hundreds of hours of on-camera broadcasting time. Collaborating with brands like YSL Beauty, Zhang’s daily routine involves more than six hours of almost continuous talking on camera, along with time dedicated to hair, makeup, and post-broadcast discussions.
Despite the demanding schedule, Zhang is among the millions of young Chinese individuals grappling with record youth unemployment exceeding 21%, all striving to establish themselves as success stories in the livestream sales sector. Platforms like Alibaba’s Tmall, Taobao, and Bytedance’s Douyin (China’s TikTok) serve as their virtual stages.
“The barrier to entering the livestreaming industry is quite low. I can start livestreaming with just my phone,” Zhang explained. “Standing out is the challenge. While the industry is fiercely competitive, persistence can lead to improvement. My ability to stand out depends on my mindset and skills.”
Zhang isn’t the only one determined to make livestream hosting a sustainable career. A recent survey of over 10,000 young people on Sina Weibo revealed that over 60% expressed interest in pursuing roles as internet influencers or livestreaming hosts.
In 2020, the livestreaming industry employed around 1.23 million hosts, according to iResearch, and a surge in livestream sales during the pandemic contributed to a staggering $480 billion in business in China last year.
To bolster the increasingly professional and competitive livestreaming landscape, agencies have emerged to train young hosts and connect them with suitable brands. Zhang is associated with Romomo, a Shanghai-based agency under brand partner Buy Quickly. Romomo links companies like Lancome and Under Armour with its 150 full-time hosts.
Shining Li, Vice President of Romomo, emphasized that livestreaming has become a vital communication method for international brands. Beyond boosting sales, it efficiently promotes brand values and products.
Brands’ approach to livestreaming in China has evolved significantly. While it initially focused on massive sales through discounts, the emphasis has shifted to storytelling and long-term consumer engagement.
For livestream host Shi Jianing, forming connections with consumers during broadcast sessions is pivotal. “We build a friendship with consumers,” she explained. Establishing a personal connection fosters trust and encourages consumers to make purchases.