During the 2025 Double Eleven period, students majoring in Business Administration (New Media Operations Direction) from HXIT joined hands with the Wuhan Time-Honored Brand Association. They provided end-to-end livestreaming operation services for local heritage brands like Cai Lin Ji and Ma Ying Long, injecting youthful vitality into these time-honored brands and opening up new paths for the cultivation of application-oriented talents.
From November 7th to 11th, HXIT extended core courses such as New Media Copywriting Creativity and Planning into real brand livestream rooms. Students were fully involved in all aspects including market analysis, script writing, on-camera hosting, live streaming control, and data review. Some students said that the livestream was not a simulation but a real commercial practice. Through on-site tasting and professional explanations, they effectively conveyed product features, enhancing audience experience and trust.
For different time-honored brands, student teams dug deep into the brand core and customized solutions. For example, for Ma Ying Long, they designed a QA session, collected health-related questions that users cared about and explained product principles in plain language. They also told the story of the brand's crossover from hemorrhoid cream to skin care products and analyzed the ingredients, strengthening brand awareness and driving sales growth. During the livestream, the student team faced challenges such as traffic fluctuations and sudden equipment failures. They flexibly adjusted the rhythm, added interactive benefits to maintain audience activity, and patiently answered professional inquiries with solid brand knowledge reserves, demonstrating good professional literacy and adaptability.
Li Qiong, Director of the Operation Management Department of the Business School of HXIT said that this Double Eleven cooperation is the first successful exploration of collaborative education between the HXIT and the Wuhan Time-Honored Brand Association. The two parties plan to establish a long-term cooperation mechanism based on this, deepen cooperation in areas such as new media matrix construction and brand rejuvenation, and continuously deliver high-quality application-oriented talents for the digital upgrading of industries and regional brands through industry-education integration.
