(Yicai Global) Jan. 15 -- The Beijing Winter Olympic Games Organizing Committee opened its first Taobao livestream account, Beijing 2022, yesterday and sold nearly CNY6 million (USD870,020) worth of licensed Winter Olympics and sponsors' products in its first broadcast.

This is the first official Olympics account on Taobao Live, the livestreaming unit of tech titan Alibaba Group Holding, China Daily reported. China's first Winter Olympic champion Yang Yang and short track speed skating gold medalist Liu Qiuhong also pitched Chinese New Year-themed licensed products to fans for the Beijing 2022 Winter Olympic Games as guests on the feed for the first time.

Some 100 types of Chinese New Year licensed products for the Beijing 2022 Winter Olympic Games have sold, including 3,000 limited-edition Lunar New Year badges for ringing out the Old Year and ringing in the New and other buttons that depict snowy scenes in old Beijing. Cultural products such as performance tickets have also been snapped up for the 'Meet in Beijing' International Art Festival co-organized by the Beijing Winter Olympics committee.

The games' sponsors Samsung Group, Panasonic, Anta Sports Products and Beijing Yanjing Brewery also showcased their offerings in the broadcast.

The committee will reportedly invite more Olympic stars to its future broadcasts to plug more Winter Olympics mascots and derivative goods to consumers.

Editor: Ben Armour