Online customers are shown a shoe in a live-stream from the Neiliansheng footwear store in Beijing. Retailers in China are embracing live-streaming as a sales channel as people continue to be wary of physical stores. Photo: AP

Stores shut in lockdown, yet sales rise in China as live-streaming retail staff, and internet celebrities, sell skincare, fashion and more online

  • Live streaming in China is a mix of product education and entertainment. Big retailers and small players alike are using it as customers avoid physical stores
  • Chinese internet influencers have a head start. One recently sold 70,000 boxes of spicy duck necks in seconds to her online audience of nearly 20 million people
Topic |   Fashion
Online customers are shown a shoe in a live-stream from the Neiliansheng footwear store in Beijing. Retailers in China are embracing live-streaming as a sales channel as people continue to be wary of physical stores. Photo: AP
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