Chinese seller goes viral showing products for just 3 seconds in lives

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But she had to change her technique after a social network imposed restrictions. Experts explain what the problem points are and what can be used in the method. Chinese influencer goes viral after showing products for sale for just 3 seconds in three seconds. This was the maximum time that Chinese influencer Zheng Xiang Xiang used to promote each of her products for sale on a social network. The live broadcasts were made on Douyin, the Chinese version of TikTok, but excerpts of the “lives” went beyond the local network and have been going viral for a few months on other platforms around the world. In them, the saleswoman shows the objects at a pace that resembles that of a supermarket cashier passing products through the barcode reader. She holds the item for a few seconds, just says the price and moves on to the next one (see the video above). The products range from clothes to shoes, hairdryers and even hangers, purchased by the influencer and her team directly from distributors for resale. In interviews with the Chinese press, Xiang Xiang said he had raised 75 million yuan (about R$51.6 million) in a series of “lives” during a Chinese holiday. ‘Live shopping’: the method that made Virgínia celebrate revenue of R$ 22 million In all the videos, she maintains the same visual pattern: black dress and gloves, tied up hair, red lipstick, products in orange boxes that resemble those of the brand. French luxury Hermès. For marketing and business experts, this is one of the characteristics adopted by the influencer that can be taken advantage of by other entrepreneurs (read more below). The most problematic point, of course, is the fact that it gave almost no information about the products. So much so that Xiang Xiang was forced to change its tactics when Douyin understood that this “method” harmed the shopping experience and imposed restrictions. The seller then started showing the items for a little longer: 18, 20 and even 60 seconds. And now, she explains how to use the product and the material from which it is made, among other details. Chinese influencer shows products for just 3 seconds on lives Zheng Xiang Xiang/Kuaishou Why was it successful? For marketing and business experts interviewed by g1, the Chinese company’s strategy worked because it stimulates impulse purchases, in addition to generating connection with consumers through repetitive and predictable “lives”. According to them, the influencer also took advantage of a popular trend on the internet, increasingly shorter and more direct videos. And, by presenting products quickly, Zheng Xiang Xiang works with a very powerful sales technique: the scarcity principle. “This strategy messes with people’s heads unconsciously, like: ‘You better buy it soon because you’re going to run out. I showed the product for 3 seconds. I didn’t want it? There was someone who wanted it'”, says Fernando Moulin, business expert , digital transformation and customer experience. For publicist Emilia Rabello, who is the founder of Nós, a company that supports entrepreneurs from the periphery, this strategy is a way of bringing the dynamism that is already widely observed in Brazilian popular commerce to the digital world. How to get inspired? “Live shopping” (or “live commerce”), a sales model through live broadcasts over the internet, is a consolidated market in China, but still needs to mature in countries like Brazil, says Moulin, who also teaches in ESPM, Insper and Live University. “China has adapted to this type of trade, especially after the pandemic. But, in Brazil, this doesn’t always work,” he notes. “And there’s no right answer, you have to test it with your consumer. It may have a positive or negative response, depending on your target audience.” Influencer Virgínia Fonseca is one of the most famous followers of the technique. In 2023, she said she had earned R$22 million in a 13-hour “live”. In this case, the Brazilian company detailed the products much more than the Chinese company. For Moulin, “brands have to be creative and bold, trying new sales formats for younger audiences.” “It’s a very tuned-in generation, which uses social media all the time, and we’re still very conservative. These younger consumers already do more searches on TikTok than on Google itself. So, a lot of things are changing quickly and the entrepreneur needs to test.” How to make your business boom with videos on the web: influencer entrepreneurs give 10 practical tips Other points highlighted by experts: 👉 Having a standard for videos: always appearing with the same look and in the same environment helps to create a feeling of consistency, familiarity and confidence, teaches marketing professor Maiara Kososki, from PUC-PR. “She IS a completely unknown person, but it seems like she is becoming her friend. You already expect how she will dress and behave, which makes the purchasing process easier,” she says. “People think they have to keep changing all the time on social media, but repetition is what makes it work. Always have the same look or a scenario, a jargon, something that people are familiar with to build trust.” 👉 Be quick and practical: “In this war for attention on the internet, the more succinct you are, the more successful you are. Therefore, increasingly, videos are smaller”, says publicist Emilia Rabello. For her, Zheng Xiang Xiang was successful with the quick sale technique by creating simple content, which summarizes what the consumer wants to know about the product. “It shows color, actual size in front of a person, and key aspects,” she says. Not taking too long on an item is also Maiara Kososki’s advice. “The more products you present, the more likely a person will buy.” But Moulin reinforces the built-in risk if the seller is too quick, as Xiang was: “If the consumer buys on impulse and ends up thinking they’ve been hit with a pig in a poke, they can there is a very large volume of product returns. And that kills any business.” His tip is “to have good products so that, when purchasing, the consumer doesn’t feel harmed because they didn’t have enough information.” Is ‘Google’ its days numbered? Understand why young people prefer TikTok when doing research

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