Shandong Zixuan E-commerce Co., Ltd. (hereinafter referred to as Zixuan E-commerce), formerly known as Jinan Huamian Science and Trade Co., Ltd., was established in 2005. Its subsidiary, Huimai Mall, is a family TV shopping platform that achieves simultaneous live broadcasts across Qilu TV, Shandong Radio and Television Agricultural Science Channel, and Children's Channel, boasting 1.5 million family members and annual sales exceeding 300 million yuan. Since entering the e-commerce live streaming business in 2017, it has grown into a one-stop new e-commerce incubation platform after nearly eight years of development, becoming a multi-platform service organization integrating live streaming e-commerce, short video e-commerce, and cross-border e-commerce. From 2018 to 2021, it was the only organization in Shandong to win an award for Alibaba Taobao Live for four consecutive years. It is the chairman unit of the Shandong New Media E-commerce Industry Alliance, the vice-chairman unit of the Jinan New Media E-commerce Alliance, and an annual frame supplier for the Alibaba Foundation. In September 2021, the Shandong Live Streaming Base operated by Shandong Zixuan was rated as a Taobao Live Streaming Demonstration Base. In 2022, it was rated as a Shandong E-commerce Live Streaming Base, and in 2022 and 2023, it was consecutively rated as one of the top ten e-commerce service organizations in Shandong. Zixuan E-commerce has created a series of phenomenal benchmark projects. On October 23, 2018, it partnered with BMW China to complete the brand's first e-commerce live stream, achieving 9 million impressions during the pre-sale period, 452,700 live stream viewers, and 56 orders, becoming a classic Taobao Live collaboration case. On May 16, 2019, it jointly held the "Shandong Village Live Streaming Plan Launch Conference" with Taobao Live, where 12 county heads and 12 top live streamers broadcast simultaneously, generating over 3 million yuan in sales of Shandong agricultural products and over 300 million views across the internet. This model was used as a national demonstration case by Alibaba's County Head Training Program and shared multiple times. It also partnered with Taobao Live and Douyin to launch the "County Head is Here" IP, conducting over 100 special sessions nationwide featuring county heads and local products. The "Braised Chicken County Head" – "Yellow River King Xiaoshuai" – incubated in 2020, became a phenomenal super IP on Taobao Live, Douyin, and Kuaishou.

Zixuan E-commerce is currently an official service provider for Douyin, Kuaishou, and WeChat Video Accounts, a service provider for WeChat Video Accounts (training and incubation category), an MCN agency for Douyin and WeChat Video Accounts, and a service provider for TikTok in North America and Southeast Asia. Zixuan E-commerce adopts the Amoeba Management model and has departments for live-streaming e-commerce, short-video e-commerce (independently operated), private domain e-commerce (newly established in 2025), cross-border e-commerce, e-commerce academy, influencer IP co-creation (newly established in 2025), and government cooperation, with a total of over 300 employees.

In 2020, Zixuan E-commerce had over 5,000 supply chain partners, integrated over 30,000 SKUs, and served over 1,000 top live streamers across the internet, including super-top streamers such as Dongfang Zhenxuan, Mr. Dong, Li Jiaqi, Jiaoge Pengyou, Shi Da Piao Liang, and Zhu Zixiao, reaching a fan base of over 500 million. From 2022 to 2023, Zixuan E-commerce achieved annual GMV exceeding 100 million RMB for single products such as the Sanwanchui Zhangqiu Iron Pot and Zhenglang Qingdao Ham. It also co-incubated Yimeng Commune, a new retail brand for hawthorn products, and LiGHTiNiS (莱睫丽诗), a cross-border brand for eyelash products.

In 2022, it created Shandong Province's first e-commerce IP, "Shandong-born Livestreamers Promoting Shandong Products," attracting livestreamers such as Dongfang Zhenxuan, Mr. Dong, Xuehao Jiejie, Wu Zhaoguo, Chen Jie Kiki, and Shi Da Piaoliang. To date, the Douyin hashtag has garnered over 1.5 billion views and over 1 billion RMB in GMV. Leveraging the influence of "Shandong-born Livestreamers Promoting Shandong Products," the company has attracted and invited more livestreamers to conduct special livestream events featuring Shandong products. On October 29-30, 2022, we hosted the "Oriental Selection" Shandong Special Live Stream Event. This two-day immersive outdoor live stream, titled "Oriental Selection: Beautiful Life," attracted 40 million viewers on the first day, generating a GMV of 120 million yuan, and a total GMV of 190 million yuan over the two days. On December 29, 2022, we hosted Mr. Dong's Shandong Good Products Live Stream Event in his hometown of Tai'an, Shandong. This was also a key event in the "Shandong-born anchors promoting Shandong products" initiative, inviting Shandong native singer and farmer-turned-producer Zhu Zhiwen to the live stream to promote Shandong agricultural products. The event generated a GMV of 68 million yuan on that day. On March 12, 2023, we hosted Shandong native anchor Wu Zhaoguo's Shandong Good Products Live Stream Event, attracting over 54 million viewers and generating sales of over 21 million yuan. On September 4, 2023, we hosted a live-streaming event featuring Shandong products hosted by Shi Da Piao Liang, a Shandong native and anchor of Xin Xuan Group. During the 8-hour live stream, 56 Shandong products were featured, generating a total GMV of 203 million yuan. From November 26 to 29, 2024, we hosted the "Walking with Brilliance to Explore Mountains and Rivers" Shandong tour live-streaming event. Over four days, the event achieved a total sales volume of 5.286 million orders, with a total sales revenue of 258 million yuan. E-commerce product sales reached 252 million yuan, and cultural tourism product sales exceeded 6 million yuan. This Shandong-themed event reached a total audience of 2.777 billion people, with a total live stream viewership of 134 million. From March 13 to 16, 2025, we hosted the Xin Huo Project Shandong Station – a live-streaming event featuring Shandong products hosted by Dan Dan (the only female anchor with over 100 million followers across the entire internet), generating a total sales revenue exceeding 374 million yuan.

From 2019 to 2025, Zixuan E-commerce has undertaken and executed (by time) more than 100 e-commerce and cultural tourism activities, including: Shandong Luli Helping Farmers, Shanxi "Jinpin Jinwei Helping Farmers and Benefiting Farmers" 100-Day Consumption Season (Live Streaming), Jinan E-commerce Live Streaming Festival, Shandong Province and Jinan City Consumption Poverty Alleviation Product Exhibition and Sales Week, Gansu Qingyang Apple Festival, Heze Peony E-commerce Live Streaming Festival, Qingdao Agricultural Products Hi-Buy Live Streaming Festival, Double Brand Online Shopping Festival Shandong Special Session, Weifang E-commerce Empowering Famous Enterprises and Excellent Products 618 Online Shopping Festival, Pingyin Rose E-commerce Live Streaming Festival, Haiyang Cherry Picking Season, Linqu Big Cherry Festival, Wulian Online Cherry Festival, Shandong 618 Online Shopping Festival, Golden Autumn Double Festival Live Streaming Season (Shandong), Happy Shopping Shandong Consumption Promotion Week, China Youth New Year Goods Festival Shandong Special Session, Shandong Online New Year Goods Festival, Watermelon Video Regional Food Shandong Tour, Shandong Province Aid to Xinjiang Kashgar Region Live Streaming Activity, Zhejiang Province Aid to Xinjiang Alar City Live Streaming Tour, Taste of Guangdong Source Tracing Tour, Xinjiang Source Tracing Origin Tour, etc. Zixuan E-commerce continuously explores new cooperation models. In 2021, it partnered deeply with the Qingdao Municipal Bureau of Agriculture and Rural Affairs to create a co-branded IP featuring a celebrity (Ye Yiqian) and Qingdao agricultural products. In 2025, it will collaborate with Shandong TV and the Shandong Provincial Department of Agriculture and Rural Affairs to explore the deep integration of the "Walking China" program with e-commerce; and with CCTV's Agriculture and Rural Channel and XiaoeTong to explore the deep integration of the "China Specialty Products Conference" with e-commerce.

From 2019 to 2025, Zixuan E-commerce has undertaken more than 200 e-commerce and cross-border e-commerce training activities for governments, e-commerce platforms, and industry associations. These include the Shandong Village Livestream Anchor Growth Plan (3 days 2 nights), Jinan District and County E-commerce Special Training, the 2nd Jinan E-commerce Livestream Festival and Influencer Livestream Competition, the Pingyin Rose Festival Livestream Competition, Shandong Province's Aid-to-Kashgar E-commerce Talent Skills Training (15 days), Xin Xuan Xin Huo Plan Public Welfare Agricultural Assistance Training (3 days 2 nights), Xigua Video Mid-Video Creator Offline Training (3 days 2 nights), Top 100 Enterprises National Livestream Competition Talent Training Camp (3 days 2 nights), and the National Agricultural Comprehensive Zone E-commerce Livestream Competition, among others. Among them, the XinXuan XinHuo Project public welfare training activities to help farmers were held in Jinan and Heze on May 10-11 and 13-14, 2023, respectively. More than 100 farmers, rural leaders, and agricultural merchants from various regions registered for the training. Through online and offline immersive training, they quickly mastered the practical skills of the entire chain of live streaming sales, operation, and service. The 3-day, 2-night Shandong Province Top 100 Enterprises and 1000 Enterprises Live Streaming Competition Talent Training Camp has been held for two consecutive years, training a total of 800 people. It mainly attracts e-commerce enterprises, e-commerce institutions, and influencers in the province to participate. Through online tutoring and offline practical training, it solves the difficulties in the practical process for trainees and quickly improves their comprehensive practical ability in live streaming sales. In 2025, the Shandong Cross-border Training Base hosted a 3-day, 2-night TikTok theory and practical training course for more than 500 people. The TikTok training course has become the most popular course in cross-border e-commerce.