November 19th, 2019
Everybody’s eyes were on her during Double 11.
Viya (薇娅) is Taobao’s No. 1 KOL. She’s the focus at the Double11 shopping festival.
On Nov 10, Viya started her 1st Live Streaming at 2 pm. After it finished at 5:35 pm, Viya hurried to do interviews with the media. At 6 pm, she rushed back to the broadcasting room to prepare her 2nd Live Streaming. She doubled checked with the merchants on product details, e.g. size, how to use, discount, etc.
2nd Live Streaming started at 7 pm. In front of the camera, Viya steadily introduced each product, from describing its functions to explaining how to get the Double 11 discounts through the countdown link.
On this day, Viya uploaded 78 product links with over 43 million views. Her fans amount exceeded 10 million on that night.
A merchant said for an item priced around RMB 200-300, they would reserve 10-20 thousand pieces for Viya to sell. The profit margin was less than 20%, but they considered this as a kind of advertising.
The Live Streaming ended on Nov 11 at 3 am. Viya did the review meeting with her team before she finally off at 4:30 am.