Top Chinese CEO are encouraging their employees to create an online presence, and encountering many of the pitfalls that fame can bring, they show the way developping their personal Branding despite of risks
They follow of way of big US Firms like Tesla, microsoft, Starbucks etc.
Chinese CEOs are right now increasingly embracing personal branding via livestreaming, leveraging this powerful medium to enhance their company’s visibility and drive sales. Here are five key trends illustrating how top executives in China are using livestreaming as a strategic tool:
- Direct Engagement with Consumers: Chinese CEOs are using livestreaming platforms like Douyin (TikTok) and Taobao Live to engage directly with consumers. This direct interaction builds trust and authenticity, allowing CEOs to address consumer queries in real-time and showcase products effectively.
- Influence on Purchasing Decisions: The presence of top executives in livestream sessions can significantly influence consumer purchasing decisions. Consumers perceive their involvement as a guarantee of quality and commitment, which can lead to increased sales during and after the livestream.
- Boosting Brand Image and Loyalty: By appearing in livestreams, CEOs can enhance their brand’s image by aligning it with their personal values and charisma. This not only attracts new customers but also strengthens loyalty among existing ones, who feel a more personal connection to the brand.
- Showcasing Product Features and Demonstrations: Livestreaming allows CEOs to demonstrate products in detail, which is particularly effective for complex or new products. Demonstrations by the CEO can highlight the product’s unique features and usability, persuading viewers to convert their interest into purchases.
- Crisis Management and Transparency: (GOOD PLUS° ) In times of crisis or when addressing sensitive issues, CEOs’ participation in livestreams can project transparency and sincerity. This approach is used to manage public perception effectively, delivering unfiltered messages that can mitigate potential damage to the company’s reputation.
These trends underscore the strategic importance of livestreaming for personal branding in China’s corporate leadership, revealing a dynamic approach to modern digital marketing and customer engagement.
Xpeng Vice president on Tiktok
Tech-related businesses are increasingly urging their employees to establish a robust online presence, but this trend isn’t without its challenges, especially when public comments can dramatically influence market perceptions and company value.
Social media everywhere in China
The allure of social media fame comes with considerable risks. High-profile business figures like Yu Minhong have encountered severe backlash and volatility in stock prices due to offhand remarks. This trend is not isolated, as other employees in similar positions have faced job losses after their online activities attracted unwanted controversy.
Lei Jun also called the Steve Job of China
Zhou Hongyi, 360
Despite these pitfalls, some leaders champion the cause of turning entrepreneurs into online celebrities. Zhou Hongyi, CEO of the cybersecurity giant 360 Group, actively promotes this idea, suggesting that a strong online presence is crucial for modern business success. His personal efforts to engage with the public through platforms like Douyin have not only enhanced his visibility but also underscored his belief in the power of social media to bypass traditional advertising and directly engage with potential customers.
Yu Minhong, CEO of East Buy,
This Top Chinese entrepreneur found himself in hot water after a casual comment during a livestream led to a significant drop in his company’s stock value. This incident highlighted the high stakes involved in social media interactions.
The impact of social media on business is GREAT , reshaping how Chiense firms communicate their value, interact with their audiences, and even influence their market standing. While the rewards can be significant, the risks, as shown by the experiences of Yu and others, are equally substantial.
This evolution in business strategy demonstrates the transformative power of social media, making it an indispensable part of modern corporate practices, albeit one that requires careful navigation to avoid potential pitfalls.
Qu Jing Baidu
In a scenario that underscores the double-edged sword of social media for corporate figures, Qu Jing, former Vice President and PR head at Baidu, experienced rapid online fame and subsequent controversy. After posting a series of videos on Douyin that inadvertently endorsed a toxic workplace culture, her remarks, such as dismissing an employee’s personal issues and downplaying work-life balance, led to a sharp backlash.
result : 2.1% drop in Baidu’s stock, erasing 6 billion Hong Kong dollars in value. The incident sparked a debate on the suitability and responsibilities of corporate executives engaging in social media, culminating in Qu’s departure from Baidu shortly after the controversy.
The broader conversation around corporate leaders’ engagement on social media platforms continues to evolve. On platforms like Zhihu, discussions delve into the risks and benefits of CEOs becoming internet celebrities, with many questioning the alignment between personal online personas and professional responsibilities.
Such incidents highlight the complex dynamics at play when corporate leaders engage with social media, blending personal expression with public expectations and corporate accountability.