Exhibitors relish highs and lows of livestreams

Livestreaming has been an increasingly popular tool in digital marketing, as well as a new sales approach at the 127th Canton Fair being held online from June 15 to 24.

Zhang Yao, a saleswoman at Ningxia Red-Gouji Berry Trade, has become an English-speaking host in a livestream to promote products online to global buyers during the fair.

Working in foreign trade for many years, Zhang served as an editor, translator and director of the livestream.

With professional knowledge of the company's products and proficiency in foreign languages, Zhang had to take charge of many jobs during the livestream, such as deciding its theme, writing dialogues and preparing props.

"When the English livestream ended at 10 pm on the first day of the fair, I felt validated in my painstaking efforts of preparing it for over a month," Zhang said. "The livestream also went well the following day, but I've talked myself hoarse."

Zhang's colleague Qin Hehuan was also deeply impressed by the livestreaming.

"We had eight livestreams on the opening day of the fair and in three of them each featuring a different topic, I was serving as a host," Qin said. "Eight livestreams were broadcast one-by-one closely and every host needed to make sure they worked with enthusiasm."

Qin admitted to being nervous when she first faced the camera, but she had been rehearsing with partners several times a week before the livestream. She gradually felt at ease and found her stride.

Zhang and her colleagues said that livestreaming is not a simple job. It requires contribution by everyone on the team.

Livestream is not only a challenge to personal abilities, but also a test of teamwork and the company's comprehensive strength, they noted.

"When custom service staff were busy answering inquiries from buyers, our efforts spent in a small livestreaming room for many days began to pay off," Zhang said.