Deokhwa Yoo, who broke the 8.6 billion jackpot in over an hour… Soft China of Joara in the heyday of Labang, China

“It’s a wedding? I gave up in case I would make the mistake of missing my friend (from the guest). I just got together with my family.”

10 million people in 10 minutes in Labang… New record for Chinese version of TikTok

On the 7th, a man in his late 50s who appeared in the Chinese version of TikTok The Wooin answered questions from his followers like this. This man’s live broadcast time was about 80 minutes. The revenue earned was 50 million yuan (approximately 8.6 billion won), and the cumulative real-time viewer count was 32 million, attracting the most people since the establishment of Douin in 2016.

His identity is Yoo Deok-hwa (59), who was called’The Fourth King of Hong Kong’. He recently created a social network service (SNS) account for the first time in 40 years after his debut and appeared on the air, becoming a hot topic. He was surprised to applaud the news that the number of viewers was 10 million after 10 minutes of broadcasting.

In particular, one fan drew attention by presenting 12 million yuan (about 2,07 billion won) to Yoo Deok-hwa. Dowooin is known to have given Yu Deokhwa 100 million yuan (about 17.3 billion won) as a condition for opening an account. Considering the crowds of all-time highs, Do-in seems to have had a significant promotional effect. Fans responded hotly to Yu Deok-hwa’s modest appearance, who has adhered to mysticism in family affairs.

Chinese national actress Fan Bingbing has also been broadcasting live on social media such as Weibo and Xiao Hongshu since several years ago. Photo = Weibo capture

‘Buldak Stir-fried Noodles’ Completed Parade… 39 million people purchase after watching Labang

As such, live broadcasting has already become common in China, so that big entertainers appear on social media live broadcasting (Labang). Labang, which was first introduced by Taobao, China’s largest online shopping mall in April 2016, has grown explosively in recent years, combined with the advantages of overcoming geographical limitations and the development of the easy payment system in China.

Chinese national actress Fan Bingbing has also been broadcasting live on social media such as Weibo and Xiao Hongshu since many years ago. Fan Bingbing is actively promoting various beauty products such as mask packs through SNS Labang and is actively working as a’celebrity’.

There are also many social media influencers who boast an income comparable to celebrities. Influence, Viya, a housewife in her 30s, said that the amount of products sold on live broadcasts during the Chinese version of Black Friday last year’s’Gwanggunje’ (Schoolsui)’ will reach 5,320 million yuan (approximately 889 billion won). It has a ripple effect. The public estimates that annual income will reach 5 billion yuan (about 840 billion won).

The world record holder, who wears lipstick the most for 30 seconds, is estimated to have annual income of about 160 million yuan (about 2.74 billion won). Weiya and Lizachi introduced Korea’s buldak stir-fried noodles in July and August of last year, and sold a total of 650,000 bags. At that time, a total of 39 million people were known to watch the broadcast. Maeil Dairy’s export product’Barista Rule’s Lactose-Free (Lacto Free) Roar Sugar Latte’ also sold 200,000 units in 5 minutes to Lizachi’s Labang last May.

Lipstick sales competition between Li Zhi and Alibaba Ma-win. Photo = Weibo capture

Labang is also open this year… Market size is expected to grow 380 trillion won by storm

Labang’s popularity in China is not expected to cease this year. This is because the spread of the novel coronavirus infection (Corona 19) is still continuing, and non-face-to-face demand appears to be steady.

According to the China Internet Network Information Center (CNNIC), the number of live broadcasting users nationwide reached 390 million by the first half of last year, an increase of 44.3 million (16.7%) compared to March of that year. This is equivalent to a quarter of China’s total population. Last year, the size of the live commerce market in China was estimated at 1 trillion yuan (about 17.3 trillion won), and this year, the market is expected to reach 2.200 trillion yuan (about 379 trillion won).

Currently, in China, several e-commerce platforms and video app makers such as Taobao of Alibaba’s’the originator of Labang’, Kwai Shou and Deouin (Chinese version of TikTok), Jingdong, Pindudo, and Xiao Flood have been introducing Labang. Recently, world-class luxury brands such as Ruby Ton, Gucci, and Cartier are also appearing in Labang, China. Considering this movement, it is analyzed that the popularity of Rabang will rise hotter for the time being.

Joara, reporter of Hankyung.com [email protected]