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Li Jiaqi: China’s “Lipstick King” – A Live-Streaming E-Commerce Phenomenon

Li Jiaqi: China’s “Lipstick King” – A Live-Streaming E-Commerce Phenomenon

Known For: Revolutionizing live-streaming e-commerce in China, particularly in the beauty industry.

Early Life and Career

Li Jiaqi was born in Yueyang, Hunan Province, China. Initially pursuing a degree in dance at Nanchang University, he left before completing his studies. Li began his professional journey as a beauty consultant at a L’Oréal counter in Nanchang, where he honed his skills in customer engagement and product knowledge. His ability to connect with customers and his charismatic personality set him apart in the retail environment.

Rise to Fame

In 2016, Li transitioned into the burgeoning field of live-streaming e-commerce. He joined Taobao Live, Alibaba’s live-streaming platform, where he quickly gained attention for his dynamic presentations and in-depth product reviews. Li’s breakthrough moment came during a live-streaming session where he sold 15,000 lipsticks in just five minutes, earning him the nickname “Lipstick King.”

Business Model and Influence

Li’s success is attributed to his engaging presentation style, deep product knowledge, and ability to create a sense of urgency among viewers. His catchphrase, “OMG, buy it!” has become synonymous with impulse purchasing. By 2021, Li’s live-streaming sessions generated over $1.7 billion in sales during a 12-hour broadcast on Singles’ Day, Alibaba’s annual shopping festival.

His influence extends beyond product sales; Li has shaped consumer behavior and trends in the beauty industry. Brands often collaborate with him to launch new products, knowing that his endorsement can lead to immediate and significant sales.

Challenges and Controversies

Despite his success, Li has faced challenges. In 2022, a live-streaming session featuring a cake resembling a tank led to the broadcast being abruptly cut off, sparking discussions about censorship and freedom of expression in China.

Legacy and Impact

Li Jiaqi’s journey from a beauty consultant to a live-streaming e-commerce mogul exemplifies the transformative power of digital platforms in modern commerce. His innovative approach has not only reshaped the beauty industry but has also set a precedent for influencer-driven marketing globally.

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