Chinese influencer, ‘Lipstick King’, sells $1.9bn goods in one day

There are still three more weeks to go China’s annual mega shopping event on November 11, but one of China’s top livestreamers has already sold some $1.9 billion worth of goods in a promotion to usher in the event.

In a livestream on Wednesday kicking off Alibaba’s Singles Day Shopping Festival on its Taobao app, Li Jiaqi – widely known as “Lipstick King” – moved $1.9 billion worth of products, reported China’s Economic Daily newspaper.

Alibaba does not typically release sales numbers, but the paper cited data from third-party data analysis company Hongren Dianji.

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Products sold range from Shiseido skincare to Apple’s AirPods, according to Bloomberg.

Li said on his Weibo microblog account that he clocked 250 million views for the event.

Another top livestreamer, Viya, moved about 8.3 billion Chinese yuan ($1.25 billion) worth of goods in her 14-hour marathon.

Participation sitewide was so enthusiastic that Alibaba’s Taobao shopping app crashed temporarily during the nationwide pre-order event.

Despite the pandemic, China’s shopping platforms racked up record-breaking sales of $115 billion on Singles Day last year, far exceeding Amazon’s $4.8 billion in sales from 2020’s Black Friday through Cyber Monday.

According to News18, Li is perhaps the biggest male beauty influencer in China. He sells products on his livestreams which broke records last year too.

Li hosts his events on Taobao, a Chinese shopping app that is owned by Alibaba group.

The South China Morning Post (SCMP) says that Li, who is a millionaire, once sold 15,000 lipsticks in just five minutes. He has close to 40 million fans on Douyin, China’s version of TikTok, where he usually live-streams his recommended beauty products.

The ‘Lipstick King’ is a whiz not only at selling lipsticks, but he is also a pro at applying them.

In 2019, he set a Guinness record for “the most lipstick applications to models in 30 seconds”, putting lipstick on four different models in just 30 seconds, reported the SCMP.

Li’s convincing demeanour and his honest criticism of some of the products have made him the ultimate beauty guide for millions of his followers, who are mostly women.

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