Editor’s note: This article by Dannie Li first appeared on China Tech Insights, an English research unit affiliated to Tencent’s Online Media Group.

“This coat is pure wool. It’s lighter and thinner than regular woolen overcoats, while at the same time it’s just as warm,” the girl in the camera explains to her fans through her live stream while putting on a slight pink double-faced cashmere overcoat. “Is it heavy enough, though?” types a fan in the chat box on the upper right-hand corner of the screen. “I think it’s better suited to wintertime in the South. Winter winds in the north are too strong,” the live streamer explains patiently to the fan.

This live streamer, wearing a sweet smile and a rimless round-framed pair of glasses, is Zhang Dayi, a widely-known cyber celebrity in China. A regular scene for Chinese fashion influencers – introducing products through live streams has become the new trend. In this one-hour long live video, Zhang displays 10 coats and sweaters in her first half hour. She acts as a shopping guide, a model, a stylist and even as customer service, presenting clothes her team designs while giving style consultations and answering questions about the design, fabric, and price of her clothes. This live video has been viewed 9.73 million times over the last two months.

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