NBA star James Harden was left astonished as Chinese fans snapped up 10,000 bottles of his self-branded wine in a matter of seconds during a livestream event. The impressive sales showcased the immense power of livestreaming in China, where basketball is hugely popular among millions of fans.
Harden, a seasoned player for the Philadelphia 76ers, joined the livestream of online celebrity Crazy Brother Yang to promote his J-Harden brand wine. The event attracted a staggering 15 million viewers, according to state-run tabloid Global Times.
During the livestream, Yang asked Harden how many bottles he typically sells in a day from just one store. Harden replied, A few cases. In response, Yang challenged him to witness the lightning-fast sales firsthand. With a confident nod, Harden sat back with his arms crossed.
Yang then declared, Ready? Go! Viewers were swiftly urged to stop ordering just 14 seconds later, when an astounding 5,000 orders, totaling $300,000 in sales, had already been placed for two bottles worth $60 each.
The moment left Harden in disbelief as he checked a computer monitor, before erupting into laughter and applause. The phenomenon of livestream shopping has exploded in popularity in China, growing into a multibillion-dollar industry that combines entertainment and e-commerce. Livestream hosts offer viewers real-time flash deals and discount coupons, allowing them to instantly purchase goods and send virtual gifts to their favorite stars.
Top livestream hosts in China can earn millions of dollars each year, prompting many to leave traditional jobs in pursuit of online stardom. Harden’s livestream quickly trended on Chinese social media, with some fans joking that he should consider playing in China instead of the NBA, in order to fully capitalize on his enormous fan base there.
Basketball enjoys immense popularity in China, largely thanks to the legendary career of Chinese icon Yao Ming, who was inducted into the NBA Hall of Fame. The league has invested significant resources in China, building courts, organizing preseason matches, and initially providing broadcast rights for free. Consequently, the league and its star players have secured lucrative sponsorship deals in the country. Prior to the COVID-19 pandemic, China accounted for at least 10% of the NBA’s revenue, according to analysts.
However, doing business in China also comes with risks, as the NBA discovered in 2019 when it became embroiled in a political controversy. The controversy erupted after Houston Rockets’ general manager at the time, Daryl Morey, tweeted his support for pro-democracy protests in Hong Kong.
In response, the NBA faced backlash from its Chinese partners, who suspended ties with the league, and the Chinese government demanded mutual respect from the NBA. Morey issued an apology and deleted the tweet, while the NBA described his comments as regrettable. Nevertheless, the incident drew criticism from fans in the United States and Hong Kong, who accused the league of censorship and capitulating to China.
During the time of the controversy, Harden, who was playing for the Houston Rockets, also apologized, affirming his love for China and appreciation for the support they provide. In recent weeks, Harden publicly criticized Morey, now the president of the Philadelphia 76ers, during an event in China, stating, Daryl Morey is a liar, and I will never be a part of an organization that he’s a part of.
Footage of Harden’s comments has since circulated on social media. While trade talks surrounding the 2018 NBA Most Valuable Player continue, Harden’s remarks have showcased the ongoing tensions within the NBA.
