On May 17, the Red Square Live E-commerce Festival was successfully held in Moscow, Russia. XinXuan Group’s livestream host Yang Runxin (known online as “Dandan”) went live directly from Red Square, promoting RMB 100 million worth of premium Russian products to Chinese consumers—showcasing the power of China’s livestream e-commerce to the world.
The livestream event was organized by Russia’s Ministry of Industry and Trade and hosted by the Russian Exhibition Fund, with support from the Russian Export Center, Moscow City Government, and China Council for the Promotion of International Trade (CCPIT), and executed by XinXuan Group. It aimed to introduce Russian-origin goods to Chinese consumers, deepen people-to-people connections, and boost cross-border e-commerce collaboration between China and Russia. Dignitaries including Russian Deputy Prime Minister Dmitry Chernyshenko, Chinese Ambassador to Russia Zhang Hanhui, CCPIT Vice Chairman Li Qingshuang, and XinXuan host Yang Runxin attended the launch ceremony along with other government and business representatives from both countries.
In her speech, Yang Runxin remarked that China and Russia share a long-standing friendship and that China’s e-commerce industry has achieved remarkable success. As a representative of China’s young generation and the livestream e-commerce sector, she expressed:
“I hope this livestream shows the world the strength of China’s livestream e-commerce and the vitality of Chinese youth.”
At exactly 12 noon, the livestream kicked off, quickly igniting excitement among viewers. Featured Russian products like honey, violet candies, and tiramisu triggered a buying frenzy. One standout was a variety of linden honey, which sold 100,000 jars within minutes. A popular “Double Mountain” tiramisu also saw nearly 100,000 orders. Nearly all of the 100+ featured Russian goods were quickly sold out, reflecting Chinese consumers’ strong appetite for Russian products.
According to XinXuan’s operations team, over 70 top Russian brands and 100+ product SKUs were carefully selected for the event—most of them iconic national brands and many renowned globally. Highlights included Matryoshka vodka, Baltika beer, Agafia Grandma shampoo, Makfa flour, Victory brand chocolates, and Russian king crab. Other items included honey, sunflower oil, blueberry jam, and sea buckthorn juice—bringing authentic Russian specialties to Chinese households at affordable prices.
A highlight of the livestream was the appearance of key dignitaries including Deputy Prime Minister Chernyshenko, Ambassador Zhang Hanhui, CCPIT Vice Chairman Li Qingshuang, and Igor Pavlov, First Vice Chairman of the Russian Exhibition Fund. They joined the livestream to interact warmly with Dandan and Chinese viewers. Notably, Deputy Prime Minister Chernyshenko presented Dandan with a letter of appreciation, while Vice Chairman Pavlov awarded her the honorary title of “Ambassador for Promoting Russian Products in China.”
XinXuan Group founder Xin Youzhi (also known as Xinba) also made a surprise video call during the livestream. He pledged XinXuan’s continued support for trade and cultural exchange between China and Russia, stating that the company will keep sourcing high-quality Russian goods for the Chinese market and will leverage XinXuan’s strengths to help resolve key issues such as cross-border logistics and customer service—ensuring long-term, stable growth in bilateral trade.
Dandan also spoke with media from both China and Russia. She shared:
“Livestream e-commerce represents a new chapter in China-Russia trade and breathes new life into our long-standing friendship. With livestreaming, Russian specialty goods can enter everyday Chinese homes directly. Through real-time interaction, our peoples connect across screens, deepening mutual understanding and laying a stronger foundation for friendship among the public.”
Founded in 2017, XinXuan Group is a leading digital new retail company powered by supply chain innovation. It has developed a comprehensive C2M (Consumer-to-Manufacturer) digital retail supply chain system that links global brands, factories, and industrial belts across multiple business units. XinXuan has also achieved impressive results in international expansion. In 2023, XinXuan launched its international expansion program in Thailand, generating over RMB 830 million in sales—including more than 1.6 million durians sold. In March this year, XinXuan went live in South Korea, exceeding RMB 1 billion in total sales. Its mature supply chain system and rich overseas experience laid a solid foundation for the success of its Russian livestream debut.
