But streamers, you have new competition now. Because many brands are sending their top executives to the frontline. 

These influencers go by the name of CEO or chairman, for their day job.

Gree, a major home aplliance maker in China, is sending Dong Mingzhu, a celebrity CEO, online to pump up sales of its products during the pandemic.

That came as a surprise as Dong has been prioritizing traditional offline marketing over digital means. 

There are CEOs who have adapted better.

Liang Jianzhang, CEO of tourism ticketing website Ctrip, have been dressing up in different costumes and ethnic outfits to sell tourism packages, a trial that has paid off based on sales figures.

If you think those products are too easy to sell online, check this out.

Heavy equipment maker Sany sold 186 heavy trucks worth 7 million US dollars in just two hours in March with the help of chairman Liang linhe.

XIA CHENG Beijing "Consumer electronics companies love livestream e-commerce. That's because they only need one product demonstration and hundreds of thousands of people will be able to see it. They can also show how to properly use these gadgets so that consumers can make their decisions without going to the stores."

TCL introduced its new rotating-screen TV this way at a live stream in April.

The host was Kevin Wang, CEO of TCL Industries Holdings. Wang sold 3000 units of the new TV in just one minute.

I caught up with him to talk about what do CEOs bring to livestream e-commerce that other influencers don't.

And these company decision makers can get direct feedbacks on a product from livestreams.