Li Jiaqi: Lipstick Brother moderates China's discount battle

Li Jiaqi

The presenter has sold 15,000 lipsticks in 15 minutes.

(Photo: Alibaba – Imaginechina / laif)

Peking He is a darling of women – and China's most successful online seller of lipsticks. His fans know 27-year-old Li Jiayi only as a “lipstick Li” or as a “man with the iron lips”. The name hangs since he once tried 380 pens in two hours. Even Jack Ma, the founder of e-commerce giant Alibaba and an avowed jack-of-all-trades, recently lost out in a public duel against him.

Li does not only sell lipsticks, but these are clearly his specialty discipline. He recently sold 15,000 copies in 15 minutes, a record he wants to break this Thursday. Because on December 12, China is again celebrating a shopping celebration with discounts and promotions fueled by the e-commerce giants Alibaba and

And Li is then in constant use. He used to sell L'Oreal cosmetics on the street, but since 2017, the digital revolution has drastically changed his job description. Since then, he has been a kind of teleshopping presenter who does not promote his products on television but on Alibaba's live streaming platform.

Alibaba has recruited around 100,000 such livestream salesmen over the past two years. An investment that pays off according to a study by the consulting firm Deloitte, because the scam is booming: Last year, only 445,000 products were sold, there were already 2.36 million in the first ten months of this year. Total value: 67 million dollars.

A brilliant business, especially for the stars of the scene. For example, lipstick manufacturers are paying their top seller Li $ 14,000 for a ten-minute video, according to Chinese business magazine Caixin. Li goes online almost every day for several hours, he has to practice before every show.

Because mistakes can be embarrassing, and they also undermine him, the king of lipsticks. At the beginning of the year, for example, Li campaigned for a non-stick pan – but the fried egg remained sticky. Cosmetics seem to bring him more luck.

More: On the day of the high discounts, more than 500,000 orders were placed on the Alibaba trading platform – per second. That's enough for a new record.

The Handelsblatt expert call

(TagToTranslate) Li Jiaqi (t) Video (t) Livestream (t) Alibaba (t) E-Commerce (t) Sales (t) Internet companies (t) Internet (t) Entrepreneurs (t) Deloitte Consulting (t) (t) Retail (t) mail-order houses


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.