How James Harden sold 10,000 bottles of wine in 14 seconds and the potential of live commerce for sports

It’s no wonder James Harden took up cartwheeling.

According to the National Basketball Association (NBA) star, “a few cases” of his personal wine brand, J-Harden, typically sell on a typical day. But last Tuesday, 10,000 bottles were gone within seconds.

how did he do that?

Harden appeared on a social media livestream in China alongside local influencer Xiao Yang, who told the 33-year-old to watch how quickly viewers snatched up his bottles of wine.

Just 14 seconds after shouting “Go!” Yang revealed that all 10,000 bottles provided had been purchased, leaving Harden stunned for a moment before bursting out laughing. According to state tabloid Global Times, 5,000 orders were placed for two bottles worth $60, earning the free agent a whopping $300,000.

It probably helped that Harden, who was on an Adidas-sponsored tour of China, said at an event ahead of the livestream that he would “never again be part of a Daryl Morey-led organization” after becoming the president of the Philadelphia 76ers had branded. a liar”.

In 2019, Morey, as general manager of the Houston Rockets, tweeted in support of Hong Kong protesters, prompting a backlash from the Chinese fanbase and NBA trading partners.

What’s the big picture?

Teleshopping has long been an integral part of daytime television, thanks to channels such as QVC or the Home Shopping Network. But the advent of live commerce on digital platforms has transformed the retail experience in China, where estimates suggest the live streaming shopping industry could be worth $704 billion by the end of 2023.

The rest of the world is still catching up, but recent developments suggest companies in the West are preparing to jump in, including in esports.

Last month, Fanatics launched a live commerce app that gives fans a one-stop shop for purchasing sports collectibles and merchandise while also viewing exclusive content created by the creators.

Tuesday’s Rookie of the Week segment will feature @goingtwice_com.

Don’t miss it, tune in tomorrow at 1pm ET‼️ pic.twitter.com/Jz9GnIJS6L

— Fanatics Live (@fanaticslive) August 21, 2023

Fanatics Live’s initial program will include trading card “breaks,” a format that has already proven successful in China for companies like Panini, as well as merchandise and collectible drops. There will also be on-site streams featuring high-profile athletes, allowing Fanatics to leverage its relationships with leagues and teams across North America.

Outside of esports, it’s also worth noting that existing platforms have started to take their first steps in this space. Twitch achieved this through a live shopping show called POG Picks, while last year TikTok reportedly partnered with LA-based TalkShopLive to enable live commerce capabilities in its app.

How could that apply to sport?

Fanatics is the best example so far, but there could also be an opportunity in live commerce for individual teams. In fact, some have already experimented with live streaming in China, but not exclusively around shopping.

The most obvious option would be to offer live streams around the launch of new kits, which could include links for viewers to pre-order. It could force teams to deviate from their preferred method of releasing sophisticated creative pieces, but the live streams could easily stand alongside these rather than replace them.

Clubs could also use live commerce experiences to drive engagement around the release of limited-edition merchandise, be it retro clothing lines or memorabilia, or to drive season ticket sales. Additionally, it could be a useful marketing tool to promote special offers around key moments in the shopping calendar like Black Friday and Christmas.

More creative minds than me will no doubt come up with other use cases, but the road to live commerce success in China seems to be about scarcity and creating a FOMO feel.

Livestream shopping is a multi-billion dollar industry in China, but will it catch on elsewhere?

Are there any caveats?

As previously mentioned, the live shopping industry in China is significantly more mature than other parts of the world – as is the influencer economy. According to the Global Times, over 15 million people have watched Yang’s live stream with Harden, which is beyond the realm of possibility for most if not all sports teams.

Also, the social media ecosystem in China is very different from the West. Several “super apps” in the country, such as WeChat, are linked to multiple services that allow users to make purchases directly through live streams. In Western markets, apps like Instagram are primarily used for discovery.

However, as more platforms in the West begin to integrate live shopping features and offer users a more seamless way to shop, that could change.

And if it did, it would be something the sport would have a hard time ignoring.

Here’s how to secure a lifetime supply of mayonnaise

Last July, Will Levis went viral after revealing he puts mayonnaise in his coffee.

A year later, Hellmann’s announced it had signed the Tennessee Titans rookie quarterback to a lifetime deal, giving the 24-year-old unlimited supply of his favorite condiment.

If you need me, I’m about to post a TikTok adding Sriracha to a cup of tea.

top dealer

Brands appears more optimistic about the future of the Washington Commanders under the National Football League (NFL) team’s new ownership.

The franchise became a risky sponsorship investment under the stewardship of Dan Snyder, whose tenure has met with declining attendance and ended in a spate of controversy surrounding a series of scandals, including investigations into a toxic work culture allegedly by the 58-year-old was operated.

However, since being sold to a group led by Joshua Harris for $6.05 billion in July, the Commanders have:

All of these partnerships have been announced within the last two weeks, which is a positive sign as the Commanders look to restore their image and relationship with fans and sponsors.

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