Beijing (PingWest)-The live-streaming debut of Xiaomi’s founder and CEO Lei Jun has amassed more than 50 million viewers and rack up CNY210 million in sales for Xiaomi’s smartphone and television shows.

“This figures really surprised me as the sale hit the records in a short period of time, “ Lei Jun said in a post on microblogging site Sina Weibo on Monday.

During a two-hour live-streaming show on Douyin on Sunday, Lei Jun has introduced and detailed several Xiaomi products to his audience, including the Mi TV Lux Transparent Edition and new flagship smartphone Mi 10 Ulta. Mi 10 Ulta was launched on August 11 during Xiaomi’s 10th anniversary.

After his live-streaming debut on Douyin, Lei Jun joined the raft of Chinese entrepreneurs to embrace the hottest and fast-growing live-streaming industry in China.

Covid-19 lockdowns has accelerated the development of live-streaming industry in China, tapping into live streaming has become a new ways to reach out more consumers.

Previously, NetEase’s founder and CEO Ding Lei , Baidu’s founder and CEO Robin Li, and Gree’ s Chairwomen Dong Mingzhu , Qian Jinbo, the president of the Chinese footwear giant Red Dragonfly; Liu Minghui, the CEO of China Gas, Luo Yong Hao, the founder of Chinese smartphone brand Smartisan have all participated in e-commerce livestream to sell their companies’ products.

Gree Electric Appliances chairwoman Dong Mingzhu sold CNY310 million of goods in her second-commerce livestream event on short video platform Kuaishou on May 10, while Ding Lei, founder and chief executive of gaming giant NetEase, generated CNY72 million in sales after a live-streaming show on Kuaishou in June.  

 In an internal letter on Sunday, Xiaomi named four senior executives to the company’s partner team, which includes Lei Jun and four other partners.

The new partners include: Xiaomi president Wang Xiang; Chew Shou Zi, senior vice-president and president of international operations; Zhang Feng, vice-president and group chief of staff; and Lu Weibing, vice-president and president of China business.

Xiaomi accounted for a 10.1 percent share of the global smartphone market as of the end of second quarter, according to research firm Canalys.