China’s NetEase Yanxuan to Pool USD14 Million, Hire 1,000 Live Streamers
Xu Wei
DATE:  May 27 2020
/ SOURCE:  Yicai
China’s NetEase Yanxuan to Pool USD14 Million, Hire 1,000 Live Streamers China’s NetEase Yanxuan to Pool USD14 Million, Hire 1,000 Live Streamers

(Yicai Global) May 27 -- Live stream sales are generating a tail wind for China’s e-commerce platforms and the Netease Yanxuan e-commerce platform of Guangzhou-based internet technology firm Netease will form a CNY100 million (USD14 million) fund to enlist live streamers.

The recruitment will focus on these presenters’ selling ability, live stream view counts, explosiveness in one single live stream, and their fan activity, The Paper reported yesterday.

These influencers will appear on Bytedance Technology’s Douyin -- China’s version of TikTok -- Kuaishou Technology’s Kuaishou, Twitter-style Weibo and Alibaba Group Holding’s Taobao e-commerce platform. Netease Yanxuan will support the recruitment drive’s operation, network traffic and supply chain system and offer financial incentives, special network traffic support and product matching to excellent new live streamers and multi-channel networks to superior liver streamers, Netease Yanxuan stated.

The fund will disburse commissions to newcomers on Netease Yanxuan as well as long-term popular live streamers. Payments to newbies will double for the first video or live stream of those cooperating with Netease Yanxuan for the first time. Compensation for popular announcers collaborating for the long haul will vary based on their levels.

Netease Yanxuan will prioritize promotion of popular live streamers, or key opinion leaders, hike advertising for them and increase their visibility relying on NetEase’s resources. It will also invest CNY10 million this year to cultivate key opinion leaders.

A KOL is a person who has accurate product information and is accepted or trusted by people in a certain area and thus holds great sway over their purchasing behavior.

Netease supplies online content, community, communications and e-commerce services. The company formed in 1997. It develops and operates online computer and mobile games, advertising and email services and e-commerce platforms.

Editor: Ben Armour

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Keywords:   MCN. Netease,YEATION