Global Influencers Turn Yiwu Into a Live-Shopping Powerhouse

The shift is transforming the city into a digital-first export hub. In July alone, influencers from Europe, India, and the Middle East launched independent livestreaming sessions across the Yiwu International Trade City. The results are immediate: one Malaysian creator generated over RMB 200,000 in sales during a single session featuring silver jewelry, while Indonesian host Rami gained 80,000 followers in ten days. Local merchants are responding by extending business hours through the "Starlight Livestream" initiative, allowing for seamless coordination with peak shopping times in North America and Europe.

This model thrives on a low-barrier infrastructure. Creators operate without the need for inventory, relying on integrated dropshipping services to fulfill orders directly from factories. More than 87% of surveyed merchants now view these creator partnerships as essential for future growth. The activity is mirrored by domestic influencers, with over 300 Chinese creators visiting 1,370 booths in the last two months to produce content covering 20 sectors, including AI devices and outdoor gear. With Yiwu’s exports hitting RMB 420.7 billion in the first half of 2026, the city is cementing its role as a nexus where manufacturing scale meets the reach of the creator economy.