Moving from live TV to streaming allowed a bit more flexibility in being able to try it things and sales people in parallel.
But this isn't the main point of why is so successful in China.
The main point is potential reach, China has a population of 1411 million the US one of 333 million, and the EU is split in many countries and languages.
Another factor is that at least in Germany most younger people grew up with live tele shopping being a thing, a thing which they are good it's a skam they should not bother watching.
This had the effect that most of it still targets older generations.
Yeah, but no US influencer has done half a billion in sales in a single day either. Even the Kardashians are only able to move $10s of millions of product over the course of an entire launch at their very peak.