Ambassadors and China’s top 2 influencers were on live streaming sales of CIIE at November 5.

Over ten ambassadors from countries including Chile, Mauritius and Peru gathered for a special live streaming sale on Friday night, during which 66.6 million yuan ($10.4 million) worth of goods were sold in a couple of hours.

German wine brand Rotkäppchen joined the event for the second time this year and made 10.5 million in sales, nearly three times that of last year.

Jiaqi Li, who is one of the top livestreaming influencers in China, partnered with CCTV reporter Bingbing Wang selling dozens of imported goodies from Japan, SouthKorea, Thailand, Serbia and other countries, which were sold out within minutes.