China men’s clothing KOL sells a million pairs of trousers using ‘emotional value’

A woman live-streamer in China has topped the men’s clothing sales league on Douyin sparking a heated discussion on mainland social media.

The woman, known as “High-end sister”, reportedly sold more than a million pairs of men’s trousers.

She operates a matrix of accounts focused on selling menswear, with the most popular, KaLanFort High-end, based in Guangxi autonomous region in southern China.

High-end sister has attracted more than 800,000 followers.

Her sales strategy is said to provide “emotional value” by creating an immersive, fantasy-like setting in her live-streams, which helps male customers feel as though they are successful tycoons.

In each video, she dresses as an elegant secretary who wears a fitted business suit, a short skirt, and high heels.