
Influencer Tian Xuning’s Decorté Flash Sale Overloads JD.com, Signaling a New Era of Live‑Stream Commerce in China
Tian Xuning, a rising star in China’s burgeoning livestream‑ecommerce scene, has become a household name almost overnight after a single broadcast caused one of the country’s largest online retailers to grind to a halt. On June 18, 2024, the influencer hosted a ten‑minute flash‑sale for luxury skin‑care brand Decorté on JD.com. The surge in traffic was so intense that the platform’s servers collapsed, sparking a wave of online jokes under the hashtag “#京东崩了” (“JD crashed”). The incident quickly went beyond a technical glitch; it turned into a cultural moment, catapulting Tian’s livestream into global Twitter trends, where it ranked first in Vietnam, sixth in India, fourteenth in the Philippines and forty‑fifth in Thailand.













