BY RITA YANG IN SHANGHAI AND HANS TUNG IN SILICON VALLEY
This piece is based on internal research on live streaming ecommerce in China conducted by Erica Yu and Neal Ren. Robin Li, Christine Hinton in the US, Madhu Yalamarthi in India, and Dimitra Taslim in Singapore contributed to the article. All people listed are GGV colleagues.
Kim Kardashian made an appearance on Viya’s live streaming channel selling her fragrance during Taobao’s double 11 shopping festival in 2019.
If you don’t know who Viya is, you should.
She is an internet celebrity in China who sells via live…