The recent live-streaming debut of actress Zhang Ziyi on Douyin (China's version of TikTok) has reignited industry discussions about the commercial potential of celebrity e-commerce. With her first-day gross merchandise value (GMV) surpassing 100 million yuan ($14 million), the event not only demonstrated Zhang's personal influence but also showcased the operational prowess of her partner MCN agency, Yaowang Technology.
Decoding Zhang Ziyi's Live-Streaming Success
Key Performance Metrics
- Record-Breaking GMV: Zhang's "2022 Debut Live-Stream" topped Douyin's sales charts with single-day GMV exceeding 100 million yuan.
- Massive Viewership: The broadcast peaked at over 850,000 concurrent viewers, accumulating 71.7 million total views.
- Efficient Conversion: With average sessions lasting 2.78 hours, each broadcast moved 250,000-500,000 units, generating 10-25 million yuan per session.
- Audience Growth: The campaign added 2.6 million followers to Zhang's account, elevating her total to 24.7 million on the platform.
Strategic Advantages
While some critics questioned the professionalism of her presentation, Zhang demonstrated particular effectiveness in cosmetics sales, with multiple beauty products ranking among the platform's top-selling items. This category-specific success highlights how Yaowang Technology strategically leveraged Zhang's established reputation in beauty and fashion.
Yaowang Technology's Celebrity Commerce Playbook
Institutional Backing
As a subsidiary of listed company Saturday Co Ltd (SZSE:002291), Yaowang Technology has assembled an impressive roster of celebrity streamers including actors Jia Nailiang, Huang Shengyi, Yang Zi, and Lou Yixiao. The agency specializes in transforming star power into measurable sales through systematic operations.
Proven Conversion Models
The company's flagship talent Jia Nailiang consistently achieves monthly sales exceeding 200 million yuan, including a record-breaking 240 million yuan single-stream performance. Similarly, power couple Yang Zi and Huang Shengyi surpassed 100 million yuan GMV during this year's 618 shopping festival.
Operational Evolution
Compared to Zhang's 2021 solo streaming attempts, the Yaowang-backed production featured enhanced product selection, professional staging, and optimized viewer engagement—demonstrating how institutional support elevates celebrity commerce beyond personal fan bases.
Dual-Track Growth Strategy
Vertical IP Development
Yaowang's "Future Station" account employs a rotating cast of celebrity hosts to build category-specific authority while maintaining star appeal. This hybrid model combines the consistency of dedicated retail channels with the dynamism of celebrity appearances.
Personal Brand Amplification
Concurrently, the agency continues investing in individual star IPs, recognizing their unique ability to cut through platform noise. This two-pronged approach allows simultaneous cultivation of specialized retail destinations and high-profile personal brands.
Industry Implications
Zhang's breakthrough underscores how professional MCNs can unlock celebrity commercial potential through:
- Strategic product matching that aligns with stars' public personas
- Technical production quality that enhances credibility
- Data-driven optimization of engagement tactics
As live-stream commerce matures, the industry faces growing imperatives for standardization and consumer protection. Yaowang's model suggests that sustainable success requires balancing entertainment value with retail professionalism—a formula where institutional support proves increasingly vital for celebrity streamers navigating this complex intersection of fame and commerce.