China has an estimated 21 million social-media influencers who sell billions of dollars in products by livestreaming demos
HANGZHOU, China—A 21st-century version of the infomercial has become the hot, if occasionally risky, way to sell stuff in China’s vast market.
Zhu Di didn’t realize he wanted a $164 soybean milk machine until Viya, an internet celebrity who promotes healthy living, told him on a live online show that he needed one. The 25-year-old Shanghai resident sprung for it, just two weeks after buying a coffee machine that Viya also hawked.
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