Feel like selling 300,000 TOVs within 4 minutes? You might want to consider hiring an influencer to do so. That’s how the Chinese greenhouse growers of Haisheng managed to do it.

The growers collaborated with e-commerce channel HeMa and Weiya, an influencer with over 100 million followers. She’s promoted the Haisheng tomatoes sold via Hema (also known as Freshippo), a digital high-tech supermarket. Within 4 minutes, over 300,000 tomatoes were sold for a price of over €300,000.

Online live internet selling via influencers has become a popular way of marketing and sales in China. It’s an additional promotion for the production, with sales and business as usual continuing via traditional retail as well as online supermarkets.