Meet Xinyi (Sunny) Lyu

We had the good fortune of connecting with Xinyi (Sunny) Lyu and we’ve shared our conversation below.

Hi Xinyi (Sunny), is there something you can share with us that those outside of the industry might not be aware of?
One thing outsiders might not realize about the cross-border social eCommerce industry is the concept of ‘platform dialect.’ It’s not just about speaking different languages; it’s about mastering the unique ‘language’ of each social media platform.

Imagine walking into different nightclubs. Each has its own vibe, dress code, and unwritten rules. Social eCommerce platforms are similar. TikTok, Instagram, Douyin (TikTok China), and Xiaohongshu (known as ‘Red’) each have their own ‘club rules’ – distinct content styles, user expectations, and even banned word lists.

For example, a beauty influencer might describe a lipstick as ‘popping’ on TikTok, ‘stunning’ on Instagram, and use completely different terms on certain platforms to avoid censorship. It’s like being a social chameleon, adapting your personality for each digital ‘club’ you enter. This complexity is amplified when crossing borders.

For brands and marketers, this means success isn’t just about being culturally savvy – it’s about being ‘platform-fluent.’ It’s knowing that a 60-second video might be perfect for Instagram but too long for TikTok. It’s understanding that what’s considered clickbait on one platform might be the norm on another.

This ‘digital dialect’ expertise is what makes our job both challenging and thrilling. We’re not just marketers; we’re digital anthropologists, constantly decoding the evolving languages of these virtual worlds. For global brands, partnering with experts who can navigate these nuanced digital landscapes isn’t just beneficial – it’s crucial for speaking the right ‘language’ to the right audience on the right platform.

Alright, so let’s move onto what keeps you busy professionally?
My journey in social eCommerce marketing, particularly in livestream marketing, is a unique blend of cross-cultural expertise and innovative strategy. I specialize in bridging the gap between U.S. brands and the Chinese eCommerce market, particularly on platforms like Douyin (TikTok China), where livestream commerce has been booming since 2018.

What sets me apart is my dual perspective. For Chinese audiences, I bring the authenticity of operating livestreams from the US, enhancing brand credibility and consumer confidence. For US creators and small businesses, my advantage lies in my deep understanding of Chinese consumer habits and marketing culture as a native speaker. This dual insight is crucial for American entrepreneurs looking to expand into the Chinese market.

My career path began with a chance encounter at a USC class, where my mentor Jessie noticed my communication skills. Initially hired as a livestreamer for a small agency, I soon explored various roles behind the camera, leading to my current position as a marketing strategist for independent and global brands.

Working with LA-rooted businesses has been exhilarating. I’ve led our local livestream team for Chinese platform marketing, produced video ads that broke conversion records for some brands, and collaborated with up-and-coming US influencers to drive sales. Each project has been a step in pioneering this emerging field, constantly innovating to support small businesses.

The journey has been challenging, particularly as a non-STEM international student in the U.S. I’ve faced doubts, both external and internal, about my decisions and worth. Overcoming these challenges required a mantra of “fake it till you make it” – asserting my viewpoints confidently while constantly reassuring myself of my abilities.

One of the most valuable lessons I’ve learned is the importance of self-belief, particularly challenging for someone raised in a culture where girls are often taught to be humble and self-critical. While it’s crucial to be open to advice, it’s equally important to advocate for your beliefs and trust your instincts.

Looking ahead, I’m thrilled about the untapped potential of livestream marketing in the U.S., which is still in its nascent stages compared to China’s mature ecosystem. My vision is to be at the forefront of this digital revolution, pioneering innovative strategies that not only drive sales but also forge genuine connections between U.S. brands and their Chinese audiences.

I view my role as more than just a marketer; I’m a cultural bridge-builder. Products are crystallizations of culture, and cross-border trade is a powerful vehicle for cultural exchange. What makes commerce unique is its inherent fairness and inclusivity, allowing ideas and cultural elements to flow freely across borders.

As cultural ambassadors, we use the universal language of commerce to foster global connections. Through livestream marketing, we’re not just selling products; we’re facilitating international dialogue. When a consumer in Shanghai watches a PACSUN livestream, they’re not just shopping – they’re experiencing a slice of Los Angeles culture. This is the true beauty of our work: bringing the world closer together, one livestream at a time.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
We’ll kick things off with a sun-drenched brunch at Republique, a historic spot that’s as Instagram-worthy as it is delicious. Then, we’ll cruise down Melrose Avenue, where the palm trees seem to whisper Hollywood secrets. We’ll window shop and maybe splurge a little – after all, when in LA! As the day winds down, we’ll drive along Sunset Blvd., chasing the golden hour to Santa Monica. We’ll ride the roller coaster at Pacific Park, timing it perfectly to catch the sunset over the ocean and feel the rush of adrenaline.

On day two, we’ll explore the world of aesthetic Korean cafes in Koreatown. My favorite is MemoryLook – their Vienna lattes are works of art! For K-pop fans, we’ll visit KPOP Besties or Music Plaza. Then, we’ll zip over to Little Tokyo for some cultural whiplash. We’ll enjoy cute taiyaki ice cream at Somi Somi and explore the Japanese Village Plaza. As night falls, we’ll end our journey at The Last Bookstore downtown. My favorite part is picking up a vinyl album and browsing the charming stores on the second floor. If we’re lucky, we might catch a poetry reading or an author event.

The next day, we’ll sleep in a bit before heading to Girl & the Goat for a late brunch. Their ‘This Little Piggy Went to China’ dish is a must-try! Then, we’ll grab some boba from Cha Redefine – their cheese foam milk tea is a game-changer. We’ll cruise down to Venice Beach, channeling our inner Ken and Barbie (rollerblades optional), and watch the skateboarders defy gravity at the famous skate park. As the sun sets, we’ll head to Moonlight Rollerway, Inc., for some retro roller skating. It’s pure 80s nostalgia – you half expect to see the Stranger Things kids roll by.

There are so many more places I’d love to show them in the following days: the Getty Villa, the LACMA Museum, and Griffith Observatory for sure. As evening approaches, we’ll drive up to Griffith Observatory. We’ll time it right to watch the sunset over the city, then stay for some stargazing – we might even catch a glimpse of Vega through the telescope. To cap off the night, we’ll head to Thai Town for dinner at Ruen Pair. Their roasted duck with basil and pork jerky are legendary, and it’s open late – perfect for post-stargazing munchies.

This tour isn’t just about seeing LA; it’s about experiencing the city’s unique blend of cultures, just like how we navigate different cultural landscapes in the digital world. By the end of the week, my friend won’t have just visited LA, but truly felt its vibrant, multicultural pulse.

Who else deserves some credit and recognition?
My shoutout goes to Jessie Song, a mentor who became a cherished friend and the compass of my professional journey. Jessie didn’t just open a door for me; ze opened an entire world of possibilities in the dynamic realm of social eCommerce.

Picture this: I started as a livestreamer, nervously perfecting my on-camera presence. But Jessie saw beyond that. Ze recognized a spark in me that I hadn’t yet seen myself. With hir guidance, I began to explore the vast landscape behind the camera, trying on roles like a kid in a career costume shop – producer, operator, you name it.

It was like a professional version of ‘Goldilocks and the Three Bears.’ This role was too technical, that one was too restrictive, until finally, I found the one that was just right – a marketing strategist. It’s a role that allows me to leverage the communication skills and market sense I honed through all those different positions, weaving them into comprehensive strategies.

Jessie’s mentorship reminds me of a quote: ‘A good coach can change a game. A great coach can change a life.’ Jessie changed my life by giving me the freedom to explore, fail, learn, and ultimately find my true passion.

In your twenties, life can feel like you’re navigating a maze blindfolded. Having someone like Jessie is like being handed a flashlight and a map. Ze didn’t just show me the path; ze encouraged me to create my own.

So here’s to Jessie, and to all the mentors out there who see potential where others might not, who have the patience to let us find our way, and the wisdom to guide us when we’re lost. In the grand theater of life, they’re the unsung directors helping us find our starring roles.

Instagram: https://www.instagram.com/sumyee98/

Linkedin: https://www.linkedin.com/in/sunny-xinyi-lyu/ 

Image Credits
Jessie Song