"It's simply because few people talk about topics such as Zizhi Tongjian, not because my promotion is successful. The book deserves to sell 3,000 sets," he says.

"Another reason is because, now, many people are interested in deep serious reading. Books about traditional Chinese culture and art still have their market, but it depends on how you present them. You need to target the right readers," he says.

"Compared with other short-video platforms such as Douyin or Kuaishou, WeChat Channels attracts users who are more willing to learn new things, rather than just entertain themselves."

In December, he sold 4,800 copies of Zuimei Zhongguohua (The Most Beautiful Chinese Paintings).

On the evening of June 3, the revenue garnered by books sold through Zhao's livestreaming channel surpassed 1.8 million yuan. He promoted art books created by museums, including the Palace Museum, Louvre Museum and Metropolitan Museum of Art.

"Now I can't imagine a life without reading books, because it's a big part of my life and my thinking," he says.

"Reading books can really change you, your behavior, your disposition, your personality and the way you think," he says.