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Tiantiandan is a brand in the cosmetics industry (trademark number: 14892164), owned by Tiantiandan Cosmetics Co., Ltd. The brand was founded in Guangzhou City, Guangdong Province on May 21, 2016. Xin Youzhi, male, Han nationality, alias: Xinba, was born in Tonghe County, Harbin City, Heilongjiang Province in 1990. He is the co-founder of Xinxuan Brand. As of November 2, 2020, he has more than 90 million fans on the Kuaishou platform. In 2019, Xin Xuan completed a turnover of more than 15 billion yuan; in April 2020, Xin Youzhi won the Heilongjiang Province Youth May Fourth Medal for donating 150 million yuan to aid Hubei during the fight against the epidemic. In June 2020, the total sales of Xin Youzhi’s 614 special event exceeded 1.25 billion.

Xin Youzhi is a well-known e-commerce platform leader, with 45 million fans and 15 million consumer users. During the Double Eleven period in 2019, he achieved a personal success of 2.1 billion in sales and is known as the live TV broadcaster. A leader in the e-commerce industry and the first person in Kuaishou e-commerce. Since 2019, according to incomplete data, the amount of sales through his personal online sales has exceeded one billion. On April 26, 2020, the "Xin Youzhi Yanxuan" WeChat public account stated that its brand founder Xin Youzhi (Simba) will temporarily step back from behind the scenes and shift his focus to corporate management and strengthening the supply chain. Its celebrity anchor team He will continue to promote products on Kuaishou Live as the "Xinxuan Recommendation Officer".