Li Hao, Founder of Mizzu: How DingTalk AI Empowers Live Streaming E-commerce to Achieve the Leap from Zero to Ten Billion

Empowering Live-Streaming E-commerce with Tools: A Digital Leap from Zero to $10 Billion

On August 25, at DingTalk's 10th anniversary and the launch event for AI-powered DingTalk 1.0, Li Hao, founder of MIZHU Group and well-known Bilibili content creator "Mr. Mideng," delivered a keynote speech. He shared how his company achieved a leap from zero to $10 billion in just three years through deep empowerment by DingTalk, leveraging AI to resolve long-standing after-sales challenges and operational inefficiencies.

MIZHU Group focuses on durable consumer goods such as furniture, home appliances, interior design, and building materials, primarily serving young, highly educated urban consumers aged 25–35 in first- and second-tier cities. These products are characterized by low purchase frequency, high price points, long decision-making cycles, and high decision costs. Consumers' core pain points lie in industry information opacity and inadequate after-sales service.

To address these issues, MIZHU Group established two key strategies: “authentic product selection” and “exceptional after-sales service.” In particular, the group set after-sales standards far exceeding industry norms: “If a return is possible, we’ll accept it; if not sure, we’ll still allow it. If replacement is an option, we’ll offer it; if unclear, we’ll take responsibility. We offer 100-day price protection across all platforms and 100-day no-reason returns.” However, such high standards came with enormous management costs.

As business scaled, the customer service team expanded rapidly, making it unsustainable for management to manually supervise staff. Relying on manpower alone failed to deliver expected results, while management and labor costs continued to rise.

After integrating DingTalk, both teams co-developed a “traffic light” collaboration system. When after-sales staff log a customer issue, the system instantly pushes accurate information to the responsible party and automatically categorizes and routes cases by type. Response deadlines are set for each stage, with status displayed intuitively via “traffic lights”: green for on track, yellow for warning, red for overdue. This became not only a core metric for performance evaluation but also solved the problem of information asynchrony.

After the system went live, frontline customer service could immediately inform consumers of accurate updates—such as production progress, logistics status, or technician arrival times—greatly enhancing user experience. The average after-sales processing time was reduced from 48 hours to 24 hours, doubling efficiency.

To tackle the lengthy training cycle for new customer service hires, MIZHU Group uploaded vast amounts of after-sales data to DingTalk and introduced DingTalk’s AI coaching tool. New agents can now practice conversations with AI in simulated scenarios, quickly mastering product knowledge and communication skills, improving response capabilities. Training time was reduced from one month to an average of seven days.

In addition, DingTalk’s API interfaces and automation tools injected new momentum into live-streaming e-commerce operations. Previously, manual cross-platform data collection of around 50 products every 30 minutes was inefficient. After integrating DingTalk’s API, data updates occur every five minutes, enabling real-time automatic synchronization of sales data across all products, significantly improving accuracy and providing precise decision support for live-streaming presentations and promotions. The content production team also adopted DingTalk’s AI-powered spreadsheets for visualized, detailed management, boosting output quality.

Li Hao emphasized, “Only companies willing to listen to user feedback and opinions have a future.” He highly praised DingTalk’s responsive approach to product requests, noting strong alignment between DingTalk’s team and MIZHU’s shared value of “serving users.”

He stated that DingTalk’s digital solutions have become the foundation enabling MIZHU to serve millions of consumers and support $10 billion in sales, setting a benchmark for addressing complex, long-chain service challenges across industries. MIZHU and DingTalk will continue advancing together, going further.

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