Walking into Linzhang County Ruilong Machinery Manufacturing Co., Ltd., one can see several mobile crushers neatly arranged in the factory area. The anchors, dressed in work clothes, stood in front of the crushers and introduced the machine’s performance parameters and operating essentials in detail to the customers in front of the camera.
Here, a mobile phone and a stand are a live broadcast room.
Ruilong Machinery was founded in 1998. In February 2021, it invested in a new factory in Yedu Industrial Park, Linzhang County. It is a high-tech enterprise specializing in the production and research and development of mining machinery and equipment. Its main products are mobile crushers, large crushers, coal blenders, screening machines and other large mining machinery and equipment.
Previously, corporate sales mainly relied on local promotions from sales staff, but now, the company has 20 live broadcast accounts and nearly 60,000 fans across the entire network. Promotion and sales have moved from “ground” to “cloud”.
The company’s sales manager Zhang Zhansheng was deeply touched by this.
He just joined the company in a technical position and switched to sales in 2022.
At that time, he drove alone to Xinjiang, Yunnan, Guizhou, Sichuan and other places to find customers, handing out brochures and business cards to each house.
“Being on the road all year round is really hard,” Zhang Zhansheng said.
At that time, Zhang Zhansheng also shot some short videos and posted them on his personal account, but he just “posted them casually depending on his mood, and there was no systematic management.”
Last year, he began to try live broadcasting, and at first he only broadcast casually in the production workshop.
What really put the live broadcast on the right track was that in May this year, Linzhang County launched a “one-on-one” exclusive escort service for industrial product live broadcasts. Professional teachers came into the workshop and taught them step by step how to arrange the camera positions, design the rhythm of explanations, and use editing software.
“I didn’t understand it before, and the live broadcast room was often blocked, but now I finally know the ropes.” Zhang Zhansheng said.
Now, he broadcasts every day and no longer goes out to meet clients.
The phone kept ringing, and there was an endless stream of inquiries.
“In the past, I broke my legs running, but now I can negotiate more business without leaving home.”
Zhang Zhansheng’s personal experience is a microcosm of the transformation of the entire company’s sales model.
Pan Lin, director of the company’s office, listed a set of data to reporters.
In the past, the company’s sales staff drove to Xinjiang, Yunnan, Guizhou, Sichuan, Gansu, Henan, Beijing and other places for local promotion. The total travel costs such as gas, tolls, vehicle maintenance, food and accommodation, etc., totaled up to one million yuan every year.
“This does not include the safety risks of sales staff who are out for a long time.” Pan Lin said.
In February 2025, some of the company’s sales staff began to try live broadcasting, but they did not understand the rules and methods at the time. The live broadcast room was often blocked, and local tweets still dominated.
Until May this year, Linzhang County’s “one-on-one” exclusive escort service for industrial product live broadcasts was launched. Professional live broadcast teachers came to provide door-to-door training two days a week. Everyone from technical backbones to workshop workers participated, forming a situation where “everyone is a host”.
“Our employees are technicians and operators themselves, and their understanding of the product is much deeper than that of anchors hired from outside. They can answer whatever customers ask. This is our advantage.” Pan Lin said.
Nowadays, salespeople broadcast live broadcasts in factories, factories, and production lines every day. From raw material cutting, component welding, vehicle assembly to finished product debugging, and the actual operation of the equipment on the construction site, all can be clearly presented in the live broadcast room.
A salesperson said: “In the past, customers had to come to see the equipment on site when buying equipment, but now they can see it clearly inside and out through live broadcast. Trust is established quickly and communication efficiency is much higher.”
Changes are really happening.
Up to now, the company’s orders completed through online transactions have accounted for 25% of all orders.
This year, no sales staff will go out to promote in person anymore, and all sales will be converted to online live broadcasts.
Live streaming not only helped the company save millions of dollars in local promotion costs, but also completely changed the way sales staff work – they no longer need to travel around all year round, but stand in a familiar workshop to expand the market in an easier and safer way.
The competitiveness of the product itself is also fully released in the live broadcast.
Pan Lin introduced that the construction waste crusher developed and put into production by the company in 2022 is currently widely used in rural markets across the country.
The company gave this product an vivid name – “Big Steel Cannon” and “Small Steel Cannon”.
They can directly crush concrete blocks and brick fragments in construction waste, and the crushed aggregate can directly backfill the foundation, realizing waste regeneration and resource recycling.
“In the past, construction waste generated by rural demolition and road construction had nowhere to go and was dumped everywhere. Our equipment has helped many places solve this problem,” Pan Lin said.
In the live broadcast room, the “big steel cannon” and “small steel cannon” are the products that attract the most attention.
The anchors demonstrated the crushing process to the camera, from swallowing pieces of concrete waste into the feed port to spitting out uniformly finely crushed aggregate from the discharge port. The whole process was intuitive and clear.
Customers in front of the screen can see clearly, ask specific questions, and are more willing to place orders.
In March this year, a Henan customer saw the product video of “Little Steel Cannon” on the short video platform, and then entered the company’s live broadcast room.
The anchor explained the performance, applicable working conditions, and after-sales service of the equipment one by one in front of the camera, and customers kept asking questions for a long time.
In the afternoon of that day, the customer drove from Henan to the Linzhang factory for an on-site inspection and signed the order on the spot.
“Customers already have a full understanding of the product in the live broadcast room. When they go to the site, they confirm and complete the transaction. The entire decision-making cycle is much shorter than before.” Pan Lin said.
“We are just getting started with systematic live broadcasting, and there are still many areas to explore. But the direction is right, and we will continue to do so and use cloud live broadcasting to sell products to more places across the country.” Pan Lin is confident in the live broadcast sales model.
In Linzhang County, the implementation of the “one product, one broadcast” development model has become an important starting point for promoting traditional industries to get rid of the limitations of offline marketing and achieve digital transformation.
Ruilong Machinery is a vivid example of this model – from “one person, one car traveling across the country” to “one mobile phone connecting everywhere”, from spending millions of yuan in annual marketing costs to accounting for a quarter of online orders, Ruilong Machinery is using a network cable and a screen to open up a new world in the cloud.
