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It’s Like QVC — But Through A Live-Stream. How U.S. Boutiques Are Reaching Customers in China

But Wainwright's husband, who is Chinese, convinced him that it would quickly pay off. Sure enough, Wainwright has sold thousands of dollars' worth of merchandise during each of his half-dozen livestreams.

He once was able to sell a 1980s fire engine red fur coat for $1,200 that a ShopShops viewer noticed on a mannequin in the background.

"It's like a way chicer version of QVC," he said.

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