This year's Black Friday around the world might be affected by the COVID-19 pandemic, but it was nevertheless an important occasion for many consumers and businesses. 

It is especially true for some Norwegian brands and the Norwegian Embassy in China.  

On Thursday night before the actual 2020 Black Friday, the Norwegian Embassy in Beijing put on an online sales event for Chinese consumers on one of China's top e-commerce retail platforms Tmall.  

What's unique about this event is that it adopted the trendiest e-commerce format in China in 2020, livestreaming sales. 

Livestreaming is the newest sales approach in China. It has grown from a "nobody" to a whole new profession and sector. It is the biggest trend in Chinese e-commerce today.  

"It is very enlightening for us to see China is very advanced in this part of commerce: e-commerce, livestreaming, closer communication with the consumers," said Rolf Almklov, commercial counsellor of the Norwegian Embassy.

"So it's very interesting for us to learn how this can be done. I think this concept will also spread more widely around the world."

"It is also interesting because you can measure sales; [and] how is the effect of the livestreaming," said Almklov.  

The Norwegian Embassy is one of the few pioneers among foreign diplomatic missions in China to try out livestreaming sales. 

Earlier this year, the third China International Import Expo saw two livestreaming sales events, from Italy and some other European countries, as part of the Expo. 

This time, the Norwegian Embassy partnered with a Chinese livestreaming sales agency whose live streamer Hu Ke is also a well-known actress.  

With the presence of the commercial attache of the embassy, the two-hour interactive live sales event pitched 22 consumer products ranging from caviar, children's toothburshes to chairs, from 13 Norwegian brands. 

"We think this is the right time to introduce more products of this kind in China because we see that Chinese also pay much more attention to lifestyle and health," said Almklov. 

Traditionally, Norway mainly exports to China chemicals, marine products, industrial machines and scientific equipment.  

In 2019, China was the ninth largest export destination, but the largest export destination in Asia, and the third largest import partner of Norway, according to Statistics Norway. 

The two countries have engaged with each other for free trade zone talks for many years.  

"So, I think if this is a success, we will continue to do it and also to include more Norwegian companies. So the Chinese consumers can taste something even more different," said Almklov.  

(Cover via CFP)