Trip.com Group Chairman James Liang wore a traditional Chinese gown during an online broadcast that helped China’s largest tourism platform generate transactions valued at 26.9 million yuan (US$3.84 million) within an hour on Thursday night.

Liang’s live streaming appearance attracted 1.15 million viewers and specifically promoted discounted tourism products in Huzhou, Zhejiang Province. Previous Ctrip livestreams featured tourism products in Sanya, in Hainan Province, and Xijiang, in Guizhou Province, which secured about 10 million yuan each in transactions.

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