Entrepreneurship live streaming room hits a chord with office workers

The black humor of making money.

Text by Xu Junhao

Recently, the popular video content in China has been the live interactive sessions in the entrepreneurship field.

Interactive sessions refer to the interactions in the live streaming rooms, including voice and video forms. Entrepreneurship interactive sessions are entrepreneurship consultations in the live streaming rooms, where users describe their own problems and the bloggers provide solutions while the audience in the live room watches. This was originally a niche and specialized content, but due to the extremely absurd stories of some consultants, the bloggers and their live streaming rooms have become popular.

A particularly typical example is the blogger "Yongge's Insights on Catering Entrepreneurship", abbreviated as Yongge. As of the time of publication of this article by Haike Finance, Yongge has 3.607 million followers on Douyin, 514,000 followers on Kuaishou, and 460,000 followers on Bilibili. His live streaming room was originally dedicated to paid consultations on issues such as the location selection, product selection, and operation of catering stores. However, due to the large number of "unfortunate" and strange consultants, it has become the "online snack" that netizens follow daily.

At the request of netizens, Yongge specifically uploaded the "Compilation of All-Year Blunders in 2025" on Bilibili on January 1, 2026. The nearly 28 - minute video has currently accumulated 1.063 million views. Some users still feel unsatisfied and leave comments asking Yongge to release a super - long edited version so that they can watch it like the "Spring Festival Gala" during the Spring Festival. Due to the arrival of the Spring Festival holiday, Yongge stopped broadcasting on February 9. Some users posted notes on Xiaohongshu asking if there were any alternative live streams to watch.

On Zhihu, the question "How to evaluate Yongge's insights on catering" has been viewed over 98 million times and has received over 2,500 answers, among which more than 10 answers have received over 10,000 likes. The Bilibili UP master "WZ in Automatic Memes" edited a meme video named "Business Genius" based on Yongge's live - streaming materials. It was released on January 21 and has currently accumulated 4.527 million views. It has also been selected for the 357th "Must - Watch of the Week" list on Bilibili.

There are many bloggers focusing on the entrepreneurship track. For example, "Chen Xiang's Entrepreneurship Circle", "Shopkeeper Xiao", and "Detective Xiaowulang", who observe the entrepreneurship fields in various industries, have hundreds of thousands to millions of followers on different platforms. There is also the leading blogger "Bill Gainan" who focuses on the catering entrepreneurship track. Currently, he has 13.292 million followers on Douyin and 6.636 million followers on Kuaishou. Similar to Yongge in style is "Big Liu of Quick Convenience Stores", abbreviated as Big Liu. He also answers questions about location selection and operation through live interactive sessions, mainly involving convenience stores, small supermarkets, snack stores and other retail stores. Currently, he has 3.49 million followers on Douyin, 1.008 million followers on Kuaishou, and 10,000 followers on Bilibili.

Restaurants, tea shops, and convenience stores in daily life give entrepreneurs the illusion of a low - entry threshold because they are easily accessible. The failure stories of those who quietly opened and closed their shops in the past would be silently buried in the transfer notices. Now, however, due to the traffic brought by the live - streaming rooms, these stories are presented to more ordinary people, and a new model has emerged for the so - called knowledge payment, which was gradually fading.

01

Where Do the Popular Memes Come From?

Under the relevant videos of entrepreneurship consultation interactive sessions, the memes created by netizens have become a unique landscape.

This is the case with the ridiculed "Entrepreneurial Immortals" and the saying "Immortals line up in rows". "Immortal" was originally a respectful title for people with the spirit of craftsmanship in Japan. Later, due to the excessive exaggeration and overuse of this marketing - style title, it gradually took on a derogatory meaning. Some entrepreneurs in the live - streaming rooms are almost paranoid about entrepreneurship and are going further and further on the wrong path. So netizens came up with the term "Entrepreneurial Immortals" and used a poem to describe the feeling that there are too many such people and they are "numbed" by them.

The "Governor of Liangjiang", which has frequently appeared on the hot search lists of various video platforms recently, is a typical example.

This story originated from Yongge's live - streaming room. It involves a mother in her 30s from Jiangxi who has five children. She had an interactive session with Yongge on January 14, 2026. She mortgaged her family's house and borrowed money from all her relatives, raising 600,000 yuan for entrepreneurship. She originally wanted to open a store of the brand "Bawang Cha Ji", but finally invested all her money in another milk tea brand, "Shanye Paopao", and obtained the exclusive agency rights for Jiangxi and Zhejiang provinces. Therefore, she was jokingly called the "Governor of Liangjiang".

During the interactive session, this entrepreneur had already opened two "Shanye Paopao" milk tea stores in Shicheng, Jiangxi. The best - performing store had a maximum daily turnover of over 1,000 yuan, while the other had a daily turnover of only two or three hundred yuan. Yongge asked her about the gross profit, and she said she didn't understand the concept of gross profit and had never calculated it, and all the stores were operating at a loss. Yongge asked her which business district the stores were located in, and she knew nothing about it. It was the clerk beside her who said that there were many elderly people living nearby and there was a "Mixue Bingcheng" store next door. Yongge's advice was for her to approach the brand, ask for a refund and the recycling of equipment, and he even offered to refund the consultation fee to this entrepreneur.

However, the story didn't end there.

After the relevant live - stream became popular, Lu Kuan, the founder of the "Shanye Paopao" brand, released a video in response, saying that he would provide service support to this entrepreneur to help improve the situation of her stores. Soon, this entrepreneur had another interactive session with Yongge, saying that according to the brand's request, Yongge should take down the video. However, the entrepreneur didn't receive the help from the brand, and the stores couldn't continue to operate. According to the observation of Haike Finance, on January 25, 2026, this entrepreneur released a video to apologize to Yongge, saying that she shouldn't have "stabbed him in the back". On January 31, some netizens visited the relevant stores and found that they had stopped operating. On February 10, the entrepreneur released a video saying that she had started selling fried skewers to pay off her debts.

The stories in the live - streaming rooms can form a strong communication effect and trigger heated discussions among netizens precisely because of the multiple guarantees of their authenticity. The price of such interactive sessions is usually around 300 yuan. Only entrepreneurs who are eager to solve problems are willing to pay the fee, and the paid consultation interactive session itself forms a screening threshold. The consultation requires disclosing store information, and many netizens near the stores will directly post the situation of the stores they have seen. Some users even specially visit the stores on the spot, so the possibility of fabricating stories is extremely small.

The spread of the stories comes not only from the personal narratives of the parties involved but also from the overly typical and vivid failure cases. As netizens put it, one couldn't even make up such absurd plots.

This enables the relevant video content of the interactive live - streaming, including various clips and edits, to obtain considerable traffic. Take Yongge as an example. On platforms such as Douyin, Kuaishou, and Bilibili, there are multiple accounts dedicated to live - stream clips, such as "Yongge's Catering Entrepreneurship Road", "Yongge's Original Catering Content", and "Yongge's Guide to Avoiding Pitfalls in Catering". The views of a single popular video can reach over 3 million. Big Liu also has relevant clip accounts such as "Fans of Big Liu of Quick Convenience Stores", "Die - hard Fans of Big Liu of Quick Convenience Stores", and "Selected Clips of Big Liu".

The clips fuel the fire and continuously attract new audiences to the live - streaming rooms. Round after round of fission has finally turned the originally niche entrepreneurship interactive sessions into a public topic sweeping the entire network.

02

Well - Established Routines

The boom in starting a business and opening a store is directly related to the high popularity of certain industries.

The ready - to - drink beverage industry, especially the new milk tea track, is a typical example. Since Luckin went public in May 2019, domestic ready - to - drink beverage brands have shown a trend of chain operation and large - scale development. First, Nayuki's Tea went public in June 2021. Then, in the so - called new milk tea IPO year of 2025, Guming, Mixue Bingcheng, Bawang Cha Ji, and Hushang Auntie went public successively from February to May 2025.

The halo of leading brands has attracted ordinary people and magnified their imagination of opening a milk tea shop in their entrepreneurial dreams. However, most entrepreneurs have not been able to truly join these brands but have been "intercepted" by fast - recruitment companies.

Fast - recruitment refers to rapid business recruitment, which means institutions that attract franchisees by means of short - term packaging of fictional brands and false promises of support policies. In the live - streaming rooms of Big Liu and Yongge, many entrepreneurs have surprisingly similar problems and stories. Entrepreneurs search for well - known brands to join online, but the recruitment personnel tell them that the quota for the main brand they want to join is full and then recommend so - called more promising sub - brands. Once entrepreneurs decide to invest, they need to pay a franchise fee of at least hundreds of thousands of yuan, and there are also higher costs for decoration and material procurement than the market price. The store locations recommended by the brand are mostly high - rent and remote. After entrepreneurs sign the contract and pay the fees, the brand will leave, and the so - called headquarters will be empty.

Many problems with the snack stores and convenience stores in Big Liu's live - streaming room and the tea shops and coffee shops in Yongge's live - streaming room stem from fast - recruitment companies. The bloggers have also produced videos analyzing the scams of fast - recruitment companies. For example, the brand websites found on search engines are not the real official websites but fake websites left by fast - recruitment companies through bidding. If you post information on platforms such as Douyin, Kuaishou, and Xiaohongshu saying that you want to open a store, countless fast - recruitment companies will contact you in various ways. There are even fast - recruitment companies that bribe the clerks of regular brand stores and ask them to give the pre - prepared numbers of fast - recruitment companies when customers ask for the franchise phone number.

Although leading brands have issued statements more than once, urging people to look for the official website and official phone number, they still haven't been able to stop such scams from continuing to this day.

The aforementioned meme "Governor of Liangjiang" is related to this, and another meme "Nezha Xianyin" also has its origin here. In November 2025, a man in his 20s had an interactive session with Yongge, saying that he had opened a "Nezha Xianyin" milk tea shop and wanted to increase the turnover. The entrepreneur said that he originally wanted to join Mixue Bingcheng, but the person he contacted said that it was difficult to join Mixue Bingcheng, and then he was referred to the "Nezha Xianyin" brand.

Obviously, "Nezha Xianyin" is riding on the popularity of the movie "Ne Zha: Reborn" released in January 2025. However, for the audience familiar with the movie content, these four characters are not a good association - the plot in the movie is that the Immortal Wuliang accidentally drank Nezha's urine. But the entrepreneurs are completely unaware of this, and their persistent investment makes netizens find it funny. So more and more netizens use ironic tones to create memes, calling it the "real new king in the milk tea industry". The most widely circulated meme is "It's okay to just talk on the Internet, but in real life, who doesn't want a cup of Nezha Xianyin?"

As of the time of publication of this article by Haike Finance, the topic related to "Nezha Xianyin" has received over 63 million views on Douyin. On Bilibili, a large number of videos analyzing, evaluating, and showing the franchise and store situation of "Nezha Xianyin" have received over 300,000 views, and some videos have received over 1 million views.

According to Tianyancha, an enterprise information query platform, "Nezha Xianyin (Shandong) Beverage Group Co., Ltd.", the earliest company to operate under the name of "Nezha Xianyin", was deregistered in December 2024. Currently, the company leading the recruitment is "Hangzhou Fenghuolun Catering Management Co., Ltd.", which was renamed from "Hangzhou Yonghui Catering Management Co., Ltd." in July 2025. The 2024 annual report of this company shows that the number of employees participating in social security is 0.

03

Multiple Monetization Paths

The popularity of entrepreneurship interactive live - streaming has made long - term viewers familiar with the bloggers' words - "Come on, turn around 360 degrees and let's see what kind of business district you're in."

According to the observation of Haike Finance, both Big Liu and Yongge have relatively fixed consultation processes. The questions they ask include what problems they have encountered, what kind of business district it is, how much it cost to open the store in total, where the company's headquarters is, and if there are stores at the headquarters. Yongge mainly focuses on