As the 618 shopping festival kicks off, prominent livestreamer Li Jiaqi, also known as the “Lipstick King,” has made a notable return, offering “red envelope” vouchers on his douyin channel. Despite facing challenges this year due to a backlash from previous comments made to a consumer, Li managed to generate impressive sales of 2.6 billion RMB ($359 million) on the opening day.

The “controversy “buzz” surrounding Li Jiaqi emerged last September during a session on Alibaba’s Taobao Live. While addressing a viewer’s complaint about a price increase for an eyebrow pencil by Florasis, a Chinese beauty brand, Li remarked that the product’s price hadn’t changed in years, provocatively asking the viewer to consider why they hadn’t received a pay raise in years, questioning their work effort. He swiftly issued an apology the following day.

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On social media, the incident has sparked significant discussion, making it a top trending topic

The public reaction has been largely critical, with many netizens mocking Li’s concerns about the challenges he faced.

Looking ahead, it’s uncertain how this episode will affect Li’s overall comeback. Following his “red envelope” event, he is slated to appear on the fourth season of the popular variety TV show “Call Me by Fire,” which has also garnered considerable attention.

The outcome of these ventures will likely determine the trajectory of Li Jiaqi’s career in the near future.

Li Jiaqi,top KOL in China

Li Jiaqi, also known as Austin Li, is one of China’s most iconic and influential livestreamers, particularly famous for his prowess in selling beauty products via online platforms. Known as the “Lipstick King,” Li Jiaqi has transformed the landscape of online shopping with his charismatic and engaging selling techniques. Here are ten facts about him that paint a picture of his journey and accomplishments:

  1. Early Life: Li Jiaqi was born on May 27, 1992, in Yueyang, Hunan Province, China. He moved to Nanchang for high school and later pursued a degree in dance at Nanchang University.
  2. Start in Cosmetics: Before becoming a livestreaming sensation, Li Jiaqi started his career working as a counter assistant at L’Oreal in 2016. His role involved selling makeup, where he honed his skills and deepened his knowledge about cosmetics.
  3. Nickname “Lipstick King”: Li earned the nickname “Lipstick King” due to his incredible ability to try on and sell multiple lipsticks during his livestream sessions, sometimes reviewing as many as 380 lipsticks in just two hours.
  4. Record Breaker: Li set a Guinness World Record in 2018 for the most lipstick applications on models in 30 seconds.
  5. Massive Sales Numbers: During the Singles Day shopping festival (November 11th) in 2020, Li Jiaqi sold products worth approximately 1.5 billion yuan (about $220 million) in a single day.
  6. Signature Phrase: His catchphrase, “OMG, this is so pretty!” has become a viral sensation, endearing him further to his massive following.
  7. Wide Influence: Beyond cosmetics, Li Jiaqi has influenced the sale of various other products, ranging from snacks to smartphones, showcasing his versatility as a salesperson.
  8. Controversy and Apology: In September 2021, Li faced backlash after a comment suggesting a consumer reflect on their personal job performance when complaining about product prices. He quickly apologized, reflecting his responsiveness to public sentiment.
  9. Cultural Impact: Li Jiaqi’s success has led to significant discussions about gender norms in China, as he challenges traditional stereotypes through his makeup expertise and charismatic on-screen persona.
  10. Philanthropy: Beyond his commercial success, Li is also known for his philanthropic efforts. He has donated significant amounts to various charities and disaster relief efforts, showcasing his commitment to giving back to the community.

Li Jiaqi’s Story:

Li Jiaqi’s rise from a makeup counter assistant to a livestreaming superstar exemplifies the transformative power of digital platforms in modern commerce. His ability to connect with viewers through a genuine passion for cosmetics, combined with an entertaining presentation style, has not only revolutionized how products are sold online but also how influencers can shape consumer behavior in the digital age. Despite facing challenges and controversies, his resilience and continued popularity underscore the pivotal role he plays in China’s e-commerce ecosystem. His story is a testament to the impact of personality and digital savvy in the ever-evolving landscape of global retail.

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