Summary List PlacementAt first look, Austin Li Jiaqi looks like the boy-next-door: he’s constantly clean-shaven and usually worn earth-toned, well-pressed button-down shirts. When his stream on Chinese e-commerce platform Taobao goes live, a various side of him comes out to play.
” We’re starting now!” he claps and proclaims loudly, as millions of followers and ardent fans pour in to see him attempt lipsticks and other charm products live.
” Are you prepared to buy, purchase, and buy?”.
China’s $386 billion appeal industry is the second largest in the world behind the US (which rakes in an approximated $56 billion every year) and is on pattern to be the most significant market by 2023, according to the Cheung Kong Graduate School of Service.
In the last a number of years, Li’s developed a following of more than 7 million on the Chinese social networks platform Weibo and more than 35 million on TikTok. His recommendations can be the difference in between an item offering out or sitting on the shelves collecting dust..
The live-streaming sales powerhouse has actually come a long way from his modest beginnings as a L’Oreal shop assistant in Nanchang, a little city in southern China. He now holds joint live-streams with Chinese vocalists and stars and has ended up being a society fixture at political conferences, beauty conventions, and gala events for luxury brands and publications..
Assisted along by a complete personnel of assistants and live-streaming professionals, he rattles off his signature catchphrase, “OMG! Sisters, purchase this!” and hawks items on his marathon live-streams from a snazzy studio in Shanghai.
What sets Li apart from other streamers appears to be his cutting– and typically snarky– evaluations of every product he dislikes, be it Calvin Klein or Chanel. His friendly, alert intonation, combined with how he seems unafraid of upseting high-end brand names and major merchants with his scathing takes, puts him in stark contrast to other Chinese charm streamers, who prevent treading on thin ice where crucial market players are concerned.
Weibo users are particularly fascinated by Li’s often vibrant descriptions of his products. Coral blush isn’t “peach”: it’s the ripe fruit of summer, tender to the touch, a shade that’ll make young boys drop in their tracks. That pendant isn’t just “glossy– it advises him of the stars, the shimmering of a million galaxies..
And after that there’s the lipstick.
From 2017 to 2018, Li sealed his position as the country’s “口红一哥” (or “lipstick king”): first, when he tried on 380 lipsticks in a seven-hour marathon stream, and then when he offered 15,000 lipsticks in 5 minutes, beating Alibaba creator Jack Ma in an individually selling competition..
The South China Morning Post also reported that in 2019, Li set a Guinness record for “the most lipstick applications to models in 30 seconds,” putting lipstick on 4 various designs in just 30 seconds.
Most just recently, Li was named among the “Time100 Next 2021”, a list of emerging leaders worldwide who are “forming the future.”.
Little is known about Li’s personal life..
Regardless of social media chatter about a rumored romance with his long-time assistant, Li keeps that he has “no time at all to date.”.
” I do 389 broadcasts in 365 days. I don’t have time to consume or sleep, so do you believe I have a personal life?” Li informed news portal Sohu in2020
Li infamously keeps to himself, however in 2020, the Chinese press reported that he acquired a trendy three-story penthouse in private apartment building Yunjin Oriental, which lies in the middle of a flashy riverside district simply off the Shanghai Bund.
Chinese media approximates that Li makes anywhere between $10 to $20 million from live-streaming monthly, and Time has predicted that Li will deserve $15 billion by 2023 off of his incomes from China’s live-streaming e-commerce market alone..
Those lips don’t lie: Li’s course to ending up being China’s emperor of e-commerce.
Li’s organization design is basic: brands allocate a certain amount of stock for Li to sell on his stream, and he takes a cut for his services. But the sheer volume of the items that Lee sells, combined with the line-up of brands that want to promote a working relationship with him, has made him a force to be reckoned with in China’s e-commerce market..
Products are offered in real-time during marathon live-streams that can last from anywhere between 6 and 8 hours. These days, Li offers whatever from skincare products to household appliances and treats. Consumers are motivated to lock in impulse buys as Li counts down from 10, making gleeful announcements on his stream when thousands of products offer out in a matter of seconds..
But just as it might be the pinnacle of success for a brand name to get a shout-out from Li, some might prefer he leave them alone.
Whether brands like it or not, Li’s endorsement can have a big impact on sales.
In 2020, it was reported by Chinese media Jing Daily that a five-minute sector on Li’s stream caused the sales of a widely-anticipated 24- shade line of lipsticks from Hermès to tank in China.
When reviewing the Rouge Hermès line on his Taobao stream, he told his 12 million audiences that the tones looked “inexpensive.”.
” There’s no soul in these colors,” Li stated, sighing. “It’s unflattering, much like the tones your old mother would utilize.”.
A clip of his Hermés live-stream went viral on Weibo, as the hashtag #李佳琦的表情 (translated: The Search Li Jiaqi’s Face) trended, applauding him for his truthful– albeit cutting– reviews..
His bluntness makes him a standout in a congested e-commerce market and wins him a devoted cache of fans.
” Never ever alter, Jiaqi,” a fan wrote on social networks after the Hermés stream. “This is why we know we can rely on you!” Sign up with the conversation about this story” NOW WATCH: How the Navy’s biggest health center ship can help with the coronavirus
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