How Jacky Heung topped Douyin livestreaming

What happened At the beginning of this month, Jacky Heung (向佐) — the Hong Kong actor and heir to cinema behemoth China Star Group — entered the livestreaming arena with a bang, partnering with Hainan Tourism Duty Free Group to promote top beauty brands like Helena Rubinstein, Estée Lauder, Giorgio Armani, and La Mer. Heung stunned viewers by wearing a striking silver fishtail dress paired with a sleek, form-fitting blue plaid shirt and full make up on. His first live broadcast drew almost 12 million viewers, generating between 25 million to 50 million RMB ($3.4 million to $6.8 million) in sales on consecutive days. Heung’s ability to blend humour, flamboyant “cross-dressing” looks, and his celebrity aura creates an irresistible appeal, transforming himself from a noteless movie star to a livestreaming sensation. He racked up 285,000 new followers in just two days, marking the beginning of what could be his meteoric rise in the livestreaming e-commerce sector. The Jing Take Within just one week, Heung’s livestreaming business recorded an impressive 50 million RMB ($6.8 million) in sales. His streams, predominantly focused on beauty and skincare products, often featured high-commission brands such as Lancôme and Shiseido. Heung’s presence on-screen, which alternated between an effeminate aesthetic and humorous antics, attracted a massive following. His “buy luxury brands from me” slogan resonated deeply with his audience. Heung’s secret weapon, however, is his embrace of the “abstract” culture that has taken over Chinese social media in recent years. On Xiaohongshu the hashtag “abstract” (#抽象)’ has over 4.96 billion views. Derived from an internet subculture, “abstract” behaviour is an intentionally chaotic, illogical, and often surreal style of performance that rejects traditional norms and celebrates absurdity. For Heung, the “abstract” label has become a key part of his appeal, as he boldly embraced his “dominant female” persona, often wearing eccentric outfits that have sparked both laughter and curiosity online. This approach has only fueled his success. From mimicking exaggerated poses to creating viral moments such as “nose touching” and “yoga stances,” Heung has gamified his entire persona, making him the perfect candidate to tap into China’s livestreaming e-commerce boom. According to data from Qingyan Intelligence, Heung’s livestreams garnered millions of views, with the average session attracting over 63 million viewers. Though Heung’s acting career took a hit with his turn in the flop Men at the Gate in September, his new livestreaming venture has proven lucrative. The film, which was heavily promoted by China Star Group, grossed only 2.45 million RMB ($336,300) before being pulled from theaters. Despite the film’s failure, Heung’s online presence has only grown, thanks to his over-the-top public appearances and self-deprecating humour. In a space full of rising stars, Heung’s ability to combine humour, luxury goods and entertainment into a coherent brand strategy could make him a major player, possibly even rivaling top livestreamers like “Together with Yuhui” (与辉同行) in the near future. As the line between entertainment and commerce continues to blur, the actor-turned-influencer is poised to reap rewards of his unconventional approach. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

How Jacky Heung topped Douyin livestreaming

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Published December 17, 2024

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How Jacky Heung topped Douyin livestreaming