Livestreaming gives boost to retail sales

More small and medium-sized shops across China are seeking greater publicity through online influencers

A microphone, a camera and a floor lamp are all the equipment Yang Han needs to rake in sales worth hundreds of thousands of yuan each month for clothes retailers.

Yang has around 70,000 fans on the livestreaming platform of e-commerce heavyweight Taobao. Like many other online influencers, Yang often broadcasts from brick-and-mortar stores.

This is an emerging trend as more small and medium-sized retailers in China seek greater publicity online at affordable prices.

In front of the camera, Yang puts on different clothes in the store, swirls, poses and introduces the dresses to her fans.

"Unlike working in carefully decorated studios, broadcasting in the store while trying on all these products in real-time gives consumers a better shopping experience," Yang said.