In recent years, live-streaming e-commerce has grown dramatically in China. This type of e-commerce is a new business model where retailers and Internet celebrities sell products and services through online video streaming. It allows consumers to purchase goods while watching online live-streaming, thus achieving the integration of merchandise display and sales. More and more stars are getting involved in live-streaming, endorsing a range of products. As it is increasingly gaining popularity, live-streaming not only serves as a window for communicating with audience but also exists as a new direction for brand marketing.