Middle-aged trio saves factory through livestream success

Three middle-aged managers have pulled their struggling cleaning products factory out of crisis by tapping into e-commerce through livestreams and their receptiveness to advice from their audience, propelling them into the spotlight.

Wan Zhong, Wan Jie and Shen Jun, the livestreaming hosts, are staff members of Chengdu Yizhong Cleaning Products Co Ltd in Chengdu, Southwest China's Sichuan province. Initially occupied with various roles unrelated to e-commerce sales, they have taken on the posts as a means to rescue their factory that was on the verge of shutdown.

The crisis struck in early June when the factory's primary client encountered severe operational difficulties, leading to reduced production demand and downsize in the workforce.

"We laid off some workers last December. If things didn't turn around, we might have had to let go of the entire workforce," said Hu Wenzhong, deputy manager of the factory.

In a bid to stave off bankruptcy, the managers explored various strategies, including embracing the trendy livestream sales approach, which brought them unexpected relief.

Since July, the factory started livestream sales right in front of the production line, using the Douyin account of their major client who is the owner of a time-honored domestic brand Huoli 28.

The initial performance was discouraging but soon a turnaround happened, making the three men, all over 50 years old, one of the hottest livestreaming host groups online.

On Sept 13, an unexpected surge of nearly 2,000 people viewers flocked to the live-broadcasting room, and Hu, the deputy manager, decided to seize the opportunity to promote the items.

Since the workers were occupied on the production line, Hu assigned the task to the three managers who were also new to livestreaming.

"Most hosts are good-looking. We were inexperienced in selling products on social media, so we focused on engaging with the audience. Whatever they ask, we will respond," said Wan.

After learning about the factory's challenges and the brand's story, sympathetic viewers actively participated in the trio's livestream sales. Through comments, they taught the hosts various tips of livestream sales, such as how to showcase the products and pop up the buying links.

Once, the hosts left the livestreaming room without realizing that the livestream was actually continuing, because they didn't even know how to end the livestream. It was only after this that the online audience reminded them that they concluded the livestream.

Though clumsy at the livestream skills, the trio's humble attitude of accepting advice from the audience and their genuine hope to save the factory have won them online fame. Within three months, they have reaped over 7 million followers.

The online sensation has translated into soaring orders. Thus, production volume has increased four to fivefold, generating 245 new jobs and elevating the wage level of frontline workers.

This livestream success has dramatically changed the lives and work of the trio. They now dedicate their mornings, from 9 am to 11 am daily, to livestreaming on Douyin, the Chinese version of TikTok, promoting products and actively engaging with their audience.

The livestream success has not only preserved the factory, but also revived the brand associated with it, which has a history of over 70 years. As online sales stabilize, the factory and the brand are planning to upgrade their products based on audience suggestions, aiming to deliver an enhanced customer experience.