(Photo by Yu Fangping/VCG via Getty Images) Yu Fangping/VCG/Getty ImagesĪ multibillion-dollar shopping obsession goes mainstream in China QINGDAO, CHINA - AUGUST 02: Online anchors sell local products via livestreaming at Gold Sand Beach Beer Square on Augin Qingdao, Shandong Province of China.

Viewers can instantly buy goods from streamers and click to send their favorite stars virtual “gifts.” It combines entertainment and e-commerce, with the host offering viewers flash deals or discount coupons in real time. Livestream shopping has exploded in popularity in China in recent years, becoming a multibillion-dollar industry. “No way!” Harden said, as he checked a computer monitor before bursting into laughter and applause.

With 5,000 orders placed at $60 for two bottles, according to Global Times, the quick-as-a-flash sales raked in $300,000. Just 14 seconds later, he shouted: “Stop!” “Show me,” Harden replied, sitting back with his arms crossed. Yang then told the star to watch how quickly they could sell them. “How many bottles do you usually sell in a day … from one store?” Yang asked Harden, who replied: “A few cases.” The veteran Philadelphia 76ers guard on Tuesday joined the livestream of online celebrity Crazy Brother Yang to promote his J-Harden brand wine as 15 million viewers tuned in, state-run tabloid Global Times reported. NBA star James Harden expressed disbelief after Chinese fans snapped up 10,000 bottles of his own-branded wine in seconds, demonstrating the massive reach of livestreaming in the country, where basketball is loved by millions.

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