As the sweat no longer pours as profusely in livestreaming sessions as it did during the peak summer months, and as the tide of viewership begins to recede, former Douyin sensation Liu Genghong is attempting to find new growth opportunities through Taobao Live. This time, he's betting on his personal brand "VIVICYCLE" to recapture his former glory.
The Taobao Debut
On October 31, Liu's wife Wang Wanfei (VIVI) made the first move by launching a Taobao livestream, serving as the vanguard for this platform migration. The session featured 34 carefully selected products, primarily fitness equipment, sportswear, and weight-loss beverages, all targeted at their core audience. While viewership surpassed one million within just 30 minutes, the final tally of 2.22 million viewers and the official "VIVI Fat Burning" account's modest 14,000 followers suggested untapped potential.
Notably absent was Liu himself, though his Taobao account has already amassed 673,000 followers in preparation for his November 9 debut livestream, where he will join his wife to promote their "VIVICYCLE" brand, making its exclusive first appearance on Tmall.
The VIVICYCLE Brand Strategy
Positioned as "specialized workout apparel for dance-exercise routines," VIVICYCLE's product line spans T-shirts, yoga pants, sports bras, and outerwear. The brand is being launched alongside other products from Liu's management company, Superstar Legend, including their popular "Fresh Lover" and "MADON" lines, creating a comprehensive product matrix.
The flagship Taobao store currently offers 19 products priced between 300 yuan for a sports bra to 985 yuan for outdoor jackets. However, this pricing strategy has drawn criticism from some followers who describe the items as "too expensive" and "unaffordable tuition," casting shadows on the brand's market prospects.
Platform Challenges and Past Controversies
Liu's move to Taobao comes amid declining popularity on Douyin, where his once-explosive growth has plateaued, revealing the instability of platform-dependent fame. Taobao's mature e-commerce ecosystem offers more stable conditions for brand building, but VIVI's initial sales performance—with the top-selling item being matcha powder (1,000+ units) versus just 58 units for the best-performing VIVICYCLE product (a sports bra)—demonstrates the challenges ahead.
Complicating matters is the lingering "sugar-water bird's nest" controversy from August, when influencer Xinba publicly questioned why Liu faced no consequences for previously promoting what was alleged to be substandard bird's nest products. Though Liu acknowledged lapses in product vetting and offered refunds, the incident damaged his credibility and may resurface as he returns to Taobao Live.
Analyst Perspective
E-commerce analyst Li Ming notes that Liu's Taobao strategy reflects both the platform's robust infrastructure and a desire to reduce reliance on single-platform traffic. However, Li emphasizes that brand development requires sustained investment and operational precision, particularly in product selection and supply chain management to earn consumer trust.
Li also highlights the challenge of converting Douyin followers—accustomed to entertainment content—into Taobao consumers. Strategic collaborations with other Taobao influencers or brands, along with more competitively priced offerings, could help bridge this gap.
Ultimately, Liu's Taobao venture represents a high-stakes balancing act between opportunity and risk. Success will depend on precise brand positioning, leveraging Taobao's advantages, and delivering genuine value to consumers who increasingly prioritize quality over celebrity endorsements.