Exclusive interview with Viya: Products are my core competitiveness

China sits among the most popular markets for online shopping, especially in livestreaming. In an exclusive interview with CGTN, the country's livestream shopping superstar Viya pointed out how Chinese customers' tastes are changing.CBNdata, an Alibaba affiliated data provider, recorded a peak of 82 million audiences visiting Viya's livestream studio on the eve of China's Double Eleven shopping extravaganza in 2020. She also created a sensation last April by successfully selling a rocket launch worth 40 million yuan ($6.2 million).

E-commerce was among the highlights of the first China International Consumer Products Expo, also referred to as the Hainan Expo. The four-day consumer products expo wrapped up on Monday in Haikou, capital city of south China's Hainan Province.

Viya was invited as the only official publicity ambassador for the Hainan Expo. In the interview with CGTN, she said that, judging by data from her livestream studio, Chinese customers' tastes are increasingly driven by quality. When speaking of core competitiveness, Viya emphasized that products matter more than her reputation and celebrity identity.

The following are excerpts from the interview, edited for brevity and clarity.

CGTN: Based on data from your livestream studio, what are the changes you observed in customer preference?

Viya: I found that customers now have a higher requirement of product quality because they also value the quality of their daily lives. Also, people are more into products using high and new technology, like smart home equipment. Some other changes include more interest in China's fashion brands, environmentally-friendly products and products with local flavors.

CGTN: Livestreaming is extremely popular here in China compared with other countries. Why China? And how do you perceive yourself as a celebrity?

Viya: Livestreaming is booming in China because first of all, I think we have had a very good payment environment, and we have developed an online payment habit. Secondly, I believe it is based on trust. The online environment in China has created a good foundation, and the products we sell are under government regulations, so consumers feel relieved. Lastly, I think people buy things not because "Viya is a celebrity," but because they like the products I choose. The products are the core competitiveness and what I do is invite professionals to select professional products, and recommend them to others.

CGTN: What's your advice for young people who wish to become social media influencers?

Viya: A social influencer needs to start slowly. At the very beginning, they will need to grow their credibility. They should find good products and ensure their customer can receive reliable products. The next step is to maintain their credibility and build their reputation. My advice is, be serious and love this career. We know livestreaming has its unique value. It's not just about selling things. It could be a window in popular science. We can introduce books or aerospace knowledge, we also can promote rural revitalization. Besides, livestreaming has entertainment value as well. We can sell movie tickets online and people can go to the cinema with them.

Viya told CGTN that this multi-functional trend is becoming the future of livestreaming. Since it caters to people's demand, livestreamers now need to consider not only what people want to buy, but what selling methods they can employ, such as high-tech and intelligent technology like 5G, AI and VR to bring a brand new shopping experience to consumers.

Some experts believe this "livestreaming+" will become the new normal of e-commerce. With the rapid expansion of the user base, goods and market, livestreaming will become the default setting of e-commerce. From the long-term development perspective, it will gradually transform from "extensive business format penetration" to a "stable business chain." At the same time, it will shift from traffic-centered to service-centered, which will further improve the penetration rate of e-commerce.

The COVID-19 epidemic pushed the booming livestreaming trend, which has been the savior for many brands in a virus-hit market.

China's livestream shopping sector expanded by a yearly 121.5 percent in 2020, reaching the market size of 961 billion yuan, data from iiMedia Research, a Chinese data analysis agency showed.

According to China Internet Network Information Center, the number of livestreaming shopping users stood at 309 million, accounting for one-third of total internet users by June 2020. This market also embraced an influx of livestreamers and influencers, after the profession was certified by China's Ministry of Human Resources and Social Security. It's becoming common for celebrities, vertical KOL, entrepreneurs, traditional media and government officials to walk into the live studio to promote products.

(CGTN)