The Popularity of Live Internet Celebrity Videos from Mainland China in Taiwan’s E-commerce Market

Live internet celebrity videos from mainland China are also very popular in Taiwan. (Picture/reproduced from Tencent News)

This year’s Double 11 is very lively in Taiwan. In addition to local e-commerce companies, foreign investors such as China’s Taobao and Singapore’s Shopee, and Korean cross-border e-commerce Coupang are also participating in the war with subsidized prices. According to a CTWANT reporter’s investigation, even China’s top The online celebrity “Crazy Little Yang” who sells goods also quietly came to plant a flag, creating another wave in the online shopping market.

Coolpeng, a Korean cross-border e-commerce company that has been advertising overwhelmingly on the Internet recently, launched a 25-day Double 11 promotion in mid-October. The prices of many daily necessities were at breaking prices. On November 2, Coolpeng opened its second store in Taiwan. The logistics center was officially opened, and founder Kim Bom Suk announced that he will increase investment and open a third logistics center next year.

Korean e-commerce company Kupeng has heavily subsidized and promoted sales in the Taiwan market this year. (Picture/photo taken from CoolPeng Facebook)

As Taiwan’s online shopping market officially enters the “Three Kingdoms” of Taiwan, China and South Korea, the self-created brand “Xiao Yang Zhenxuan” of the mainland’s leading anchor “Crazy Little Yang” has also planted its flag in Taiwan this year to join this year’s “Double 11” battle. .

Huang Yixuan, CEO of Quansi Marketing Company, said in an interview with CTWANT reporters, “I may be the only person in Taiwan who has personally discussed business with Brother Yang.” Huang Yixuan, who has a marketing background, has long observed cross-strait e-commerce and the Double 11 business war. “Consumers in Taiwan are accustomed to discounts. If the ‘Double 11’ marketing is not unique, or there are discounts from big name brands that usually do not discount, it will be difficult to be effective. It is better not to do it.” “Mainland is different. In addition to the mature market, In addition to price-matching codes, there are also powerful anchors who sell goods. They are very good at selling things, and we can learn from their KNOW HOW.”

Take “Crazy Little Yang”, an Internet celebrity with hundreds of millions of fans on Douyin, as an example. Not only have many well-known entertainers from mainland China and Hong Kong attended Little Yang’s live broadcast room, but even NBA star “Big Bearded” James Ha James Harden went to the mainland in August this year to promote his own red wine. A set of two bottles of red wine cost about NT$1,800. Young Brother Yang shouted, “Go! Get in the car! 436 (RMB) per order” and “The wine can be signed after a while.” , within 5 seconds before he finished speaking, 10,000 bottles were sold out instantly. Harden’s eyes widened with fright. Regardless of the live broadcast, he ran to the side to confirm the computer inventory record, and later performed a backflip excitedly.

Two major local e-commerce platforms, momo and PChome, are developing steadily in Taiwan. (Photo/Newspaper photo)

This type of short videos have also been edited into various versions, appearing on Facebook, IG, YOUTUBE and Douyin in Taiwan, and there have even been requests for purchasing. The first wave of “Xiao Yang Zhenxuan” mainly focused on daily necessities and snacks. It couldn’t finish the business in mainland China alone and had no intention to ship to Taiwan. However, Huang Yixuan still found Crazy Xiao Yang through her connections.

For this Double 11, Huang Yixuan bought 20 containers of goods worth tens of millions of yuan, the most common ones being toilet paper and garbage bags. Some snacks containing animals and plants cannot be imported due to compliance with regulations.

After all the hard work to get the general agency rights, do you only sell these things? Huang Yixuan said, don’t underestimate this, because Brother Yang used to violently spoof products on live broadcasts, and then launched this indestructible product himself, which caused netizens to want to try it, such as whether four-layer toilet paper is real. Garbage bags that cannot be torn or fall apart and are obviously very thin can carry overweight bottled water. Out of curiosity, they will buy them. For passers-by who have not watched the live broadcast, these daily necessities are also necessary products for home. Don’t be afraid. It cannot be sold, and the general agent can get the goods directly from the headquarters, which has a price advantage compared with purchasing on behalf of others, and can be sure that it is not a fake.

Huang Yixuan, CEO of Quansi Marketing Company, signed Xiao Yang Zhenxuan’s Taiwan agency rights. (Photo/Provided by Huang Yixuan)

“It is true that daily necessities are not very profitable, but what I look at is development.” Huang Yixuan has won the general agent in Taiwan. In addition to selling Xiao Yang’s products in Taiwan, she wants to discuss Taiwanese products and goes to Xiao Yang’s live broadcast room. Opportunities, as well as cultivating live broadcast anchors in Taiwan, to stand on the market stage of mainland China’s 1.4 billion population.

“Actually, there are a lot of anchors in Taiwan who bring goods. Some events can earn 60 million. There are good people in every track.” Huang Yixuan works in a marketing company. In the future, it will be in Southeast Asia and even the United States. In the market, there will be more and more demands for live streaming of goods. First, keep up with those who are already mature, and add experience value for future expansion into the international market.

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2023-11-06 22:00:00