With live-streaming services one of the biggest sales platforms in China, apps such as Taobao, Douyin and Kuaishou each have their own sales stars. With more than 37 million fans on the app, Xinba is considered the “sales king” on Kuaishou video app. He is the ‘sales king’ During the November 6 shopping festival in 2019, a festival on Kuishou similar to Alibaba’s Singles’ Day five days later, Xinba generated more than US$57 million in sales in one day. Xinba generated more than US$1.9 billion in sales through his live-streaming services in 2019. His goal is to raise the number to US$14 billion in 2020. What does Alibaba’s Singles’ Day mean for luxury brands? Unlike Li Jiaqi, another Chinese sales giant who made his reputation for his knowledge of beauty products, Xinba doesn’t specialise and his success covers everything from shampoo to lipstick and mattresses. He named himself after the Lion King Xinba’s real name is Xin Youzhi. Xinba is the Chinese spelling of Simba, aka the Lion King. Just like the Lion King rules the jungle, Xinba has a loyal fan base that avidly follows him. There is even an official title for his fan group – 818. The strong fan base is the key to Xinba’s success in selling a wide variety of products. To create a tight bond with his fans, most of whom are farmers, Xinba likes to emphasise that he’s the son of a farmer. Born in a small village in northeast China, Xinba clings to the identity to maximise his appeal. Have these 5 Chinese billionaires really left the country? His wedding took place at the Bird’s Nest The social media influencer put his wedding firmly in the spotlight – it’s said that he spent US$7 million to US$10 million to invite 42 celebrities to this wedding, at the Bird’s Nest, as the National Stadium, is known, and made his wedding a trending hashtag on Weibo, drawing over 700 million views. The accomplished salesman used the wedding to expand his sales business, embarking on a 90-minute live-streaming to generate over US$18 million in sales. He likes to get into fights Xinba’s expensive wedding sparked controversy in Chinese social media, but that is nothing new for him. The influencer is famous for getting into fights with other live-streamers. Such scenes are so common that his Kuaishou account has been silenced many times for violating the rules. Who are Instagram’s 5 highest-paid social media influencers? Such fights never seem to affect his business – and his fans often join in to defend him. Such a hostile reputation seems to be why Xinba claimed that he had “dismissed the 818 fan group” in November 2019. Although the group no longer officially exists, his fans still actively support his business. He donated US$21 million to Wuhan Xinba claims that his company has donated US$21 million to fighting the coronavirus in Wuhan. Even though he has yet to release records of the transactions, public records show at least US$21 million donated by him. The farmer’s son has also donated medical supplies to his hometown in Heilongjiang province. Want more stories like this? Sign up here . Follow STYLE on Facebook , Instagram , YouTube and Twitter .