China’s Gen-Z sell books via livestreaming

A staff member sorts books at a warehouse of New Buds Publishing House in north China’s Tianjin, Nov. 12, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Dong Lu (R) and Zhang Quan prepare for the livestreaming at New Buds Publishing House in north China’s Tianjin, Nov. 13, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Staff members pack books at a factory of New Buds Publishing House in north China’s Tianjin, Nov. 12, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Dong Lu (L) and Zhang Quan take photos of children’s books at New Buds Publishing House in north China’s Tianjin, Nov. 12, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Zhang Quan (R) takes videos for Dong Lu to promote books at New Buds Publishing House in north China’s Tianjin, Nov. 13, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Dong Lu (R) and Zhang Quan analyze livestreaming performance at New Buds Publishing House in north China’s Tianjin, Nov. 13, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Zhang Quan (L) shows the product information during a livestreaming at a reading space in north China’s Tianjin, Nov. 11, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Dong Lu (L) and Zhang Quan sell books via livestreaming at a reading space in north China’s Tianjin, Nov. 11, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Dong Lu searches books for livestreaming at a warehouse of New Buds Publishing House in north China’s Tianjin, Nov. 12, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)

Dong Lu (L) and Zhang Quan sell books via livestreaming at a reading space in north China’s Tianjin, Nov. 11, 2024.
Dong Lu, a book livestreamer at New Buds Publishing House of Tianjin Publishing and Media Group Co., Ltd., and Zhang Quan, a livestreaming director, together bring high quality books to audiences via livestreaming. During this “Double 11” shopping festival, their nearly three-hour livestream attracted over 10,000 viewers, generating impressive sales.
“The purpose of livestreaming is to guide parents in choosing the good books,” Dong said. As a Gen-Z livestreamer, she believes that although the business mode has changed, the original intention of introducing inspiring books to customers remains.
As of December 2023, the total number of professional livestreamers has reached 15.08 million in China. (Xinhua/Sun Fanyue)