Wuhan-based, game-streaming platform DouYu launched livestreaming sales of specialty products from Central China’s Hubei province during a recent promotional event. In addition to bringing delicious local cuisine back to the public, it also is helping the affected area revive business and resume normal life.

The event, which was held from Friday to Monday, featured 28 popular online hosts promoting Hubei specialties, such as hot dry noodles, or reganmian in Chinese, and crayfish via DouYu’s livestreaming platform.

During the four-day activity, 809,000 local products sold out, with accumulated sales revenue of 30.3 million yuan ($4.3 million). More than 34.31 million people tuned in to the show. 

“DouYu is headquartered in Wuhan, and the company is a member of Hubei province. Using DouYu’s platform and the new mode of ‘livestreaming plus e-commerce’, we hope to promote Hubei brands to netizens nationwide in a more direct manner. It is part of our efforts to help enterprises in Hubei resume work, and assist the region to revive business,” said Chen Shaojie, founder and CEO of DouYu. 

Unlike normal livestreaming, DouYu only invited online celebrities in the gaming sector. The hosts, who each boast over 10 million fans, are influential among the millennial generation, especially game lovers. The event became so hot that a single livestreaming room attracted nearly 14 million visits.

Xu Xinqiao, a senior official from the Hubei Provincial Development and Reform Commission, acknowledged the contributions DouYu has made in the fight against the epidemic.

He said the event opened a sales channel for Hubei products, and promoted local brands to go nationwide.

When the epidemic broke out in Wuhan, DouYu donated 10 million yuan to the Hubei Charity Federation. It also launched an epidemic prevention and control livestreaming zone, and opened a green channel for students to attend school online.

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