In the middle of China’s busiest shopping season, content is king for merchants on some of the retail industry’s biggest online platforms.Joyce Xiang, who works in the finance sector in Beijing, was previously reluctant to buy from live-streamers. Her attitude changed when she recently started following China’s top live-streaming influencers, Li Jiaqi and Viya Huang.“[The products] are relatively cheaper in Viya’s live-streaming shows, but I often cannot get them because the inventory moves…


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