In the bustling Baolong Center of Hangzhou’s Binjiang District, 26-year-old Luise begins her cross-time-zone workday. On the other end of the video call, a Malaysian influencer demonstrates a China-made hair dryer. “Slow-motion for the wind speed change!” Luise instructs in real time through her headset. This is the daily routine of Duhe Zhizhong Technology, a three-year-old cross-border e-commerce firm that has developed a unique “anchor trainee” model to replicate China’s livestream commerce success abroad. By training overseas hosts—many of them former customer service staff—the company has connected Chinese supply chain products to Southeast Asian consumers with precision, generating 70 million yuan in revenue in the first quarter of this year, a 350% year-on-year surge.
Training “Anchor Trainees” for Southeast Asia
Luise leads the Malaysia project team, working with established local influencers while her eight teammates focus on discovering and training ordinary content creators. “When local hosts recommend Chinese products, sales to different countries grow much faster, and overseas markets expand,” she explained.
To find potential influencers, Duhe Zhizhong targets English-speaking customer service workers abroad. “Their salaries used to be around 3,500–4,000 RMB per month. After our training, they can earn 7,000 RMB as livestream hosts,” said CEO Dong Wenda. The income boost has attracted many learners, and the company now has 120 full-time anchors and over 100,000 part-time hosts across Thailand, Malaysia, Vietnam, the Philippines, and Indonesia.
Overseas Company Registration: Laying the Legal Groundwork
For Hangzhou enterprises aiming to establish a long-term presence abroad, 海外公司注册 is often the first critical step. Duhe Zhizhong’s expansion into Southeast Asia was backed by a structured approach to registering local entities in markets such as Malaysia, Thailand, and Vietnam. This process typically begins with selecting the right jurisdiction—balancing tax policies, regulatory requirements, and ease of cross-border capital flow. Companies then prepare core documents, including the business plan, shareholder agreements, and proof of registered address.
In Malaysia, for instance, Duhe Zhizhong worked with local legal advisors to register a private limited company, enabling it to open bank accounts, hire local employees, and sign commercial leases. “Having a locally registered company builds trust with partners and streamlines everything from customs clearance to marketing approvals,” said founder Ye Tianshu. Beyond compliance, overseas company registration gives Chinese firms better access to government incentives and facilitates smoother integration into local business ecosystems. For many Hangzhou enterprises, this legal foundation is not just paperwork—it’s the anchor for sustainable overseas growth.
AI-Powered Cross-Border Livestream System
To speed up onboarding, the firm developed its DOHOZZ AI cross-border social media model, building a creator database, content evaluation tools, and an integrated marketing system. This allows customized matches between influencers and China’s supply chain while maximizing brand–host–consumer interaction efficiency.
With its “anchor trainee” network growing, Duhe Zhizhong is replicating its livestream and talent-training system in multiple countries. It has built local teams in seven markets, including Vietnam, Thailand, and the Philippines, making it a leading content e-commerce player in those regions.
“These local teams are our anchors in new waters,” said founder Ye Tianshu. “They help brands adapt products and services to local customs and habits, matching consumers with what they truly need.” Unlike China’s crowded livestream sector, overseas short video and livestream monetization is still in its infancy. “It’s a blue ocean,” Ye said, noting plans to expand into Latin America this year.
From Livestream Data to Brand Building
Market demand shapes product strategy, and livestream sales data speaks volumes. Last month, Duhe Zhizhong’s in-house brand Yoole sponsored Thailand’s Songkran Festival at Bangkok’s Grand Palace. The event featured interactive booths where visitors could test Yoole hair dryers and styling brushes. “This product is highly competitive—it topped online sales within a year of launch, with Q1 sales reaching 20 million RMB,” said Terence, head of the Thailand project.
The company has incubated six cross-border brands in categories from small appliances to kitchenware and travel gear. Alongside Yoole, the CIVAGO insulated tumbler has become a hit in the Philippines and Thailand, generating 80 million RMB in 2024. “At $5.87, it’s pricey for Southeast Asia, but the strong insulation meets a core need—keeping water cold all day—while diverse designs meet emotional needs,” Ye explained.
Expanding Product Lines for Regional Needs
Given Southeast Asia’s abundant sunshine, the company plans to launch functional drinks and sun-protection products in Q2. “From buying globally to linking globally, we aim to ride this new blue ocean into more opportunities this summer,” Ye concluded.
