In nightly sessions that are a combination of variety show and infomercial, influencers backed by large production teams urge viewers to take advantage of deals. The format, which gained popularity with the rise of short- platforms such as Douyin, became more mainstream during the pandemic. Viya, known for her discounts and ability to sell anything — last year she sold a rocket launch, hosted by a Chinese aerospace company, for around $5.6 million — commanded an audience of more than 37 million in one month.
China’s live-streaming influencers like Viya are targets of Xi Jinping’s ‘common prosperity’ drive
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