We were lucky to catch up with Conan Zhang recently and have shared our conversation below.

Conan, thanks for taking the time to share your stories with us today We’d love to hear about a project that you’ve worked on that’s meant a lot to you.

The most meaningful project I’ve worked on at LiveMe has been the establishment and nurturing of our monthly offline creator meetings that began in 2022. As the Head of Marketing, I spearheaded this initiative to reconnect and strengthen our community post-pandemic. This series of events was particularly significant because it served not just as networking opportunities, but as vital support structures for creators who had faced isolation and uncertainty during the lockdowns. These gatherings have helped solidify LiveMe’s reputation as a platform deeply invested in the welfare and growth of its creators. They embody our commitment to not only provide a virtual space for interaction but also to foster real-world connections and community resilience.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I am Conan Zhang, Head of Marketing at LiveMe and founder of Heylo, an online photography platform. My journey into the digital and social media landscape began shortly after I graduated with a degree in Media Production. I was drawn to the rapidly evolving technology sector, intrigued by how digital platforms could revolutionize communication and entertainment. I entered the livestreaming industry with LiveMe in 2022, motivated by the challenge of creating a platform that emphasized real-time interaction and community building. LiveMe was designed to be a space where creators from diverse backgrounds could share their talents live, engage directly with their audience, and build a supportive community, distinguishing it from other platforms focused more on curated content.
At Heylo, we solve a different set of challenges by streamlining the process of booking professional photographers for clients who need reliable and high-quality photographic services. This platform addresses the gap in easily connecting clients with professional photographers tailored to their specific event needs.

What Sets Me Apart
What sets me apart is my focus on community and real-world impact. Both at LiveMe and Heylo, I strive to create environments that prioritize long-term relationships over short-term gains. This approach is evident in how we listen to our community’s feedback at LiveMe to continuously improve the user experience and how Heylo ensures client satisfaction through a meticulous vetting process for photographers.

Achievements and Values
I am most proud of how LiveMe has supported creators economically and emotionally, especially during challenging times. Our platform has become a crucial space for many to not only express themselves but also to sustain their livelihoods through our monetization features.

Key Messages for the Audience
To potential clients, followers, and fans, I want you to know that my projects, whether at LiveMe or Heylo, are built with your needs and well-being at the forefront. We are committed to maintaining platforms where you can safely and confidently express your creativity and connect with others. Whether you are a creator looking to share your talents or a client seeking the perfect photographer for your next event, my teams and I are here to support and enhance your experience, ensuring that every interaction is not just a transaction, but a step towards building a lasting relationship.

Can you tell us about a time you’ve had to pivot?

Initial Concept and Challenges When we launched Heylo in 2018, it was designed as a mobile app primarily serving customers in China. Our platform connected clients with professional photographers quickly and efficiently, catering to a thriving market for personal and corporate photography. However, the COVID-19 pandemic brought unforeseen challenges. With stringent travel restrictions and public health measures in place, the demand for photography services plummeted as events were canceled, and gatherings were minimized.

Pivoting to a New Market
By 2022, it became clear that continuing the same business model in China was unsustainable under the current conditions. Additionally, most of the core team members were studying in the United States, which presented both a challenge and an opportunity. We made the strategic decision to pivot our market focus from China to the United States.

This transition required a deep understanding of the new market dynamics. American users exhibited different behaviors and preferences compared to our Chinese customers. They preferred more flexible and varied options and were accustomed to using web interfaces in addition to mobile apps for such services.

Strategic Adjustments
To adapt to these new user preferences and enhance our service accessibility, we developed a web version of Heylo in 2022. This platform adjustment was crucial for accommodating the booking habits of U.S. customers, who often prefer the flexibility and accessibility of a web interface.

Moreover, we tailored our offerings to fit specific segments of the American market. For example, recognizing the significance of graduation ceremonies in the U.S., we introduced specialized photography services for graduation events. This included providing caps, gowns, and tassels for graduates to use during their photo shoots, addressing a unique cultural milestone and creating a niche market opportunity.

How do you keep your team’s morale high?

Careful Selection of Team Members I firmly believe that the first step in forming a team is choosing members who are genuinely interested in our project. Enthusiasm is difficult to fake, and team members who are truly passionate about the project not only demonstrate higher efficiency and creativity but also show greater resilience when facing challenges. During the recruitment process, I pay special attention to whether candidates resonate with our corporate culture and mission and whether they are passionate about the work we do.

Demonstrating Leadership and Responsibility
As a team leader, I strive to set an example through my actions. I participate in various business events to attract investment and actively think of solutions when facing growth difficulties. These are ways to demonstrate responsibility and leadership. A leader’s actions and decisions directly impact team morale and motivation.

Regular Team Meetings
Regular team meetings are not just opportunities to communicate daily work but also platforms to share the team’s vision, goals, and progress. These meetings help team members feel that they are part of the company family and that their work has purpose and direction. This way, team members can better understand how their efforts align with the company’s overall objectives.

Focusing on Team Members’ Well-being
I recognize that the personal well-being of team members directly affects their job performance and the overall atmosphere of the team. Therefore, I frequently inquire about their status, caring about their work-life balance. This attention not only enhances team cohesion but also fosters an environment where members feel valued and supported.

Contact Info:

• Website: https://www.conanzhangweili.com/
• Instagram: conan.zhangwl
• Linkedin: http://linkedin.com/in/weili-zhang-39b273157
• Youtube: @conan9935