The Future of Live Commerce: An Interview with Mark, Owner of Xu Fuji Snacks

Lily

Welcome, everyone, to today's interview. I'm Lily, and I'm joined by Mark, the owner of Xu Fuji, one of China's most beloved snack brands. With over 30 years of history, Xu Fuji has been a staple in many households. Today, we'll be discussing the innovative steps Xu Fuji has taken in the world of live commerce, particularly the use of virtual humans. Mark, thank you for joining us today.

Mark

Thank you, Lily. It's a pleasure to be here. Xu Fuji has indeed been around for a long time, and we're always looking for ways to innovate and stay relevant in a rapidly changing market.

Lily

Mark, can you share with us some of the challenges you faced with live commerce before adopting virtual humans?

Mark

Certainly. One of the main challenges was the skepticism from our resellers. Many of them were hesitant to start live commerce, unsure of the potential benefits. Additionally, the quality and consistency of live streamers varied widely, which could confuse customers and dilute our brand image. We also faced the issue of limited availability, as human streamers could only work a few hours a day.

Lily

That sounds like a significant hurdle. What made you decide to explore virtual humans as a solution?

Mark

We were looking for a way to ensure consistent quality and availability, and virtual humans seemed to be the perfect solution. We partnered with Huawei Cloud MetaStudio, which offers a digital content production pipeline that can create highly realistic virtual streamers. The ease of setting up these virtual humans, combined with their ability to work 24/7, was very appealing.

Lily

Can you tell us about the growth and success metrics you've seen since implementing virtual streamers?

Mark

Absolutely. Since we started using virtual streamers, we've seen a 31% increase in the number of views for our live commerce sessions. The watch time has doubled, which means customers are more engaged. Most importantly, our customer conversion rate has increased by eight times, and our transaction amount has grown ten-fold. These are significant improvements that have really helped us to scale.

Lily

Those are impressive numbers. How has the cost and operational efficiency compared to using human streamers?

Mark

The cost savings have been substantial. Virtual streamers are much more cost-effective compared to hiring and training human streamers. Operationally, it's also much more efficient. We can set up a virtual streamer with just a five-minute video and an audio clip for voice training. Once set up, they can run 24/7 without breaks, which is a huge advantage.

Lily

How has customer engagement been affected by the use of virtual streamers? Have you noticed any changes in customer behavior or feedback?

Mark

Customer engagement has definitely improved. The virtual streamers are programmed to interact intelligently with on-screen comments, which has led to more real-time interactions. Customers seem to appreciate the consistent and professional approach, and the 24/7 availability has allowed us to reach customers at all times of the day. We've received very positive feedback from our audience.

Lily

That's fantastic to hear. How has this impacted the overall brand image of Xu Fuji?

Mark

The consistent brand image has been a major benefit. With human streamers, the sales wording and presentation style could vary widely, which could be confusing for customers. Now, with virtual streamers, we can maintain a uniform and professional image across all our live commerce sessions. This consistency helps to build trust and reliability with our customers.

Lily

What has been the feedback from your resellers about the virtual streamers?

Mark

The feedback has been overwhelmingly positive. Initially, there was some skepticism, but once they saw the results—higher views, longer watch times, and increased sales—they were convinced. Many resellers are now actively embracing virtual streamers and are excited about the potential for even more growth.

Lily

It's great to hear that. Moving forward, what are your plans for Xu Fuji in terms of live commerce and digital innovation?

Mark

We plan to continue expanding our use of virtual streamers and explore other digital innovations. We're looking into more interactive features, such as augmented reality (AR) to enhance the shopping experience. We also want to leverage data analytics to better understand customer preferences and tailor our offerings. Our goal is to stay at the forefront of digital transformation in the snack industry.

Lily

Do you see potential for virtual humans in other industries, beyond snack brands?

Mark

Absolutely. I think the potential for virtual humans is vast. They can be used in retail, customer service, education, and even healthcare. The ability to provide consistent, high-quality service 24/7 is a game-changer for many industries. We're excited to see how other companies will leverage this technology.

Lily

That's a broad and exciting outlook. How do you see technology like Huawei Cloud MetaStudio transforming traditional businesses in the future?

Mark

Technology like MetaStudio will fundamentally change how businesses operate. It will enable companies to scale their operations more efficiently, reduce costs, and enhance customer experiences. I believe we'll see more businesses adopting these solutions, especially as the capabilities of virtual humans continue to evolve. It's an exciting time for innovation in the business world.

Lily

As someone who has been in the snack industry for over 30 years, what personal reflections do you have on this journey of digital transformation?

Mark

It's been a fascinating journey. When I started Xu Fuji, I never imagined that we would be using virtual humans to sell our snacks. The industry has changed so much, and I'm proud that we've been able to adapt and embrace new technologies. It's a testament to the importance of staying open to innovation and change, even in long-standing businesses.

Lily

That's a great perspective. Finally, what advice would you give to other business owners who might be considering adopting similar technologies?

Mark

My advice would be to not be afraid of change. Embrace new technologies and be open to experimenting. The initial investment might seem daunting, but the long-term benefits can be significant. It's also important to partner with the right technology providers who can offer support and expertise. Lastly, keep the customer at the center of your innovation efforts. Their needs and preferences should guide your decisions.

Lily

Thank you so much, Mark, for sharing your insights and experiences with us today. It's clear that Xu Fuji is leading the way in digital transformation, and we're excited to see what the future holds for your brand. Thank you for joining us, and we wish you all the best with your continued success.

Mark

Thank you, Lily. It's been a pleasure, and I appreciate the opportunity to share our story. We're looking forward to the future and continuing to innovate. Thanks for having me.