China’s booming middle class is an enormously lucrative market for any Western brand – but it can be really tough to break in to the market.

Fashion entrepreneur Sandy Friesen has found a unique solution. Normally, it would take her weeks to sell 100 bags in the US – but by live-streaming her products to 20,000 people at once, she can drum up that kind of demand in a matter of minutes.

She uses a service provided by Chinese-American company And Luxe, which connects companies in the US to Chinese consumers through Taobao Global, an online shopping platform.

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