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Influencer marketing has become one of the most popular and effective ways for Western brands and apps to speak directly to their customers. Li Jiaqi is known as China’s Lipstick King for his track record of making products sell out in hours after recommending them. We’ve helped many brands and developers work with top KOLs in China to boost their marketing ROI. Meet Becky Li, China’s digital influencer who sold 100 Mini Coopers in five minutes. Prior to joining Nativex, Dini has worked at Fortune 500 companies, where he worked with tech giants Tencent, NetEase, ByteDance, and Sina, as well as top-tier Chinese media including CCTV and Xinhua. So, he holds the record for the “Most Lipstick Applied in 30 Seconds” and Forbes China 2019 recognized him … Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. That can be a much trickier prospect for brands who don’t have Prada-sized budgets and prior knowledge of the Chinese market, though. As our eBook also points out, China’s influencer economy is expected to continue expanding at a CAGR of 42% from 2017 to 2022. Top 1 Chinese influencer & Live stream sales KOL: Austin Li Austin Li otherwise known as ‘The Lipstick King’ has some impressive accolades under his belt. During his live streaming shows, he tries on a wild range of lipsticks and lip gloss brands to give customers a vivid and explicit representation of the makeup. ... She is a Chinese food and country-life blogger, entrepreneur, and a successful influencer with more than 58 million fans. eMarketer’s forecast for 2020 expects $242.41 billion (RMB1.675 trillion) will be spent on social commerce this year, up from $186.04 billion (RMB1.285 trillion) last year. "Snatching People War" was not a strange term on Chinese social media over the past few years, which is understood as talent scouting scheme. (US$137 billion) in 2020 – that’s 4% of all ecommerce sales. He also has over 40 million fans on Douyin and more than 17 million Weibo fans. It’s something luxury brands are currently doing to great effect. China's No. To address this, Nativex has partnered with more than 20 MCNs, as well as establishing direct relationships with more than 40,000 individual KOLs. In Hangzhou, a deliveryman was credited as a high-profile talent and obtained the permanent residence after five years delivering parcels in the city. Let’s take a look at some of our highlights from 2020! China Tech Express: WeChat adds massive new features to its Channels section. Chinese influencers like Li Jiaqi and Viya can sell 15,000 lipsticks or 150,000 bottles of the Kim Kardashian-brand perfume, respectively, within minutes of a live stream. In China, influencers are better known as Key Opinion Leaders, often shortened to KOLs. The KOL movement is more than a flash in the pan, too. site's overall performance. She is known for creating food and handicraft preparation videos in her hometown of rural Pingwu, Mianyang, Sichuan, often from basic ingredients and tools using traditional Chinese techniques. Live streaming is hugely popular, and certain platforms let followers make a purchase during a stream at the click of a button. Li Jiaqi is perhaps the most trusted lipstick salesperson in all of China. The product was also featured across Li’s account on key social media platforms including Douyin, RED, Kuaishou, Weitao, and Weishi. "Buy it and buy it" follows his recommendations and reviews after using the products in person. Wang Zhen, vice president of the Shanghai branch under the Chinese Academy of Social Sciences, said that live streaming is a talented position, popular across the country and Li Jiaqi has contributed to the city and has been recognized by the society. That's what Li Jiaqi achieved once over a live stream. One of its best-sellers, the “Explorer Eyeshadow Palette: Animal Series” includes a “Dog Palette” that has a face of a cute puppy called “Never” on its packaging. The man who just held a high school degree can finish the delivery route planning for 19 orders in only 12 minutes, which needed him to ensure both time-efficiency and cost, and he was entitled as "the provincial dab hand in technology.". Li Jiaqi, a 28-year-old man born in Yueyang City in central China's Hunan Province, created this internet catch phrase and made his fame by excitedly shouting it in his live streams when he was really convinced about products he had tried on. The quality talent admission scheme has been existing in many cities, not only first-tier metropolises, like Beijing and Shanghai. In China the KOL industry is huge, with the live-streaming economy valued at approximately 961 billion yuan (US$137 billion) in 2020 – that’s 4% of all ecommerce sales. The emergence of many new social media platforms and types of digital content has also been shaping China’s e-commerce and the influencer economy. With thousands of MCNs out there, a plethora of KOLs to choose from, a foreign market to navigate, language and culture to learn, and regulations to adhere to, it can be extremely difficult for western brands to enter what is an incredibly lucrative new market. Choosing the right influencer to collaborate with on various platforms is the key to their success. In late 2017, Li shot to fame when he tried on 380 lipsticks on a two-hour livestream video on China's e-commerce platform Taobao. Click here to download it. "Oh, My God. Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to fans. During his live streaming shows, he tries on a wild range of lipsticks and lip gloss brands to give customers a vivid and explicit representation of the makeup. El poder del influencer Li Jiaqi. Now, it seems like we’ve seen social media influencers rise, saturate the market and even get caught up in fraud.. Buy it and buy it." , Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. Nicknamed "lipstick boss," Li Jiaqi tried on 380 lipsticks in one live stream and even worked over 40 hours in a row. The potential returns when partnering with the right KOL are phenomenal, as we’ve highlighted. Li has previously helped Alibaba to sell $145 million in one Singles’ Day, 15,000 lipsticks in five minutes on Taobao, helped Jinzi Ham sell 100,000 products in five minutes and increased the company’s market value by over $100 million in two days. That's what Li Jiaqi achieved once over a live stream. As an independent agency, this gives Nativex the ability to provide advertisers with unbiased talent matching. He's one of the countless bloggers leveraging China's booming e … He says "My face is a test field because I've to be responsible to my followers.". Why or why not? Cities drafted preferential policies and have been updating them each year to encourage talented graduates or workers to settle in. Write between 300-800 words. Lujiazui, the financial zone of Shanghai. Li has gained popularity since he started live-streaming on Taobao in 2017, but it was not until the past year that took the spotlight. /CFP. Chinese beauty influencer Li Jiaqi with his dog at a media event in Shanghai, China, on Oct. 18, 2020. Li Jiaqi is the “No.1 Lipstick sales ” who sold 15,000 lipsticks in 5 minutes; Weiya is the “the most powerful promoter” that made a record of over 267 million products in a single (2 hours) live broadcast. Viya (or Wēi Yà 薇娅, the stage name of Huáng Wēi 黄薇) is the face of China’s new “ecommerce livestreaming” boom. KOLs are also, at their most basic, about entertainment and personality. expects $242.41 billion (RMB1.675 trillion) will be spent on social commerce this year, up from $186.04 billion (RMB1.285 trillion) last year. Longtime spokesperson Lu Han reprises his role of Colonel, joining livestreaming uber-influencer Li Jiaqi (aka the “lipstick king,” known for trying on hundreds of products in a single broadcast) to promote a month-long discount on KFC’s signature buckets of chicken. Looking Forward: Five Trends We Think Will Define the Mobile Ad Industry in 2021. Wang also gave a detailed explanation on the concept of Shanghai's special talents, saying the special talent policy is continuously advancing. He also has over 40 million fans on Douyin and more than 17 million Weibo fans. A KOL is very similar to a western influencer; a popular personality with a large social media following that can help convert fans and followers into shoppers. The reigning king and queen of livestreaming e-commerce in China are Li (also known by the English name Austin) and Viya (real name Huang Wei). in one Singles’ Day, 15,000 lipsticks in five minutes on Taobao, helped Jinzi Ham sell 100,000 products in five minutes and increased the company’s market value by over $100 million in two days. La Cina vanta uno degli influencer più popolari al mondo nel campo della cosmetica: Li Jiaqi. Copyright © 2020 CGTN. Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. Year in Review: Our 5 Most Popular Topics in 2020. Also known as Austin Li, the Lipstick King is also a Guinness world record holder and, arguably, the Number One KOL in the beauty products vertical. China Tech Express: Bilibili and Kuaishou Launching on the Hong Kong Stock Exchange. Dini is a KOL Marketing Strategist at Nativex. Li Jiaqi, also known as Austin Li is the best salesman of beauty products in the China market. Videos included key product features, prize draws and cross-promotion with the brand’s official Weibo page. The future of shopping is here today in China, and is being fuelled by young shoppers. Influencers from now on can be found on a new e-wallet, Douyin Pay, from ByteDance. , working as a behind-the-counter shop assistant for L’Oréal in Nanchang, a second-tier city in China, before he found fame. A poster of Chinese livestreamer and beauty influencer Li Jiaqi, also known as 'king of lipstick,' is seen in a subway station in Shanghai. One of the most popular livestreamers is Jiaqi (Austin) Li, also known as the “Lipstick King.” He’s a former L’Oreal, physical retail salesman who is now worth a reported $5 million. By clicking "Accept", It’s influencer marketing, but not as we know it. In 2019, KOL ad spend saw YOY growth of 63%, with beauty and personal care, food and beverage, and eCommerce sectors leading the way. , finding them business opportunities usually on a commission basis. Their followers put a lot of trust and authority into their recommendations, and are more willing to spend on that basis. One was Gold Essence from Guerlain, one of China’s best known and most loved brands. ‘Influencer’ is more of a western term. According to a policy on quality talent admission by the municipal government, there are 11 types of people who are eligible to apply for the Shanghai hukou, including professionals, technics and administrative personnel with a doctoral degree, people in urgent need by some industries, people with high professional qualification and people who have outstanding skills. Chen Jian, deputy director of Hangzhou's human resources authorities, stated that the definition of talents is open, including technology, education, health, management, culture and arts. Livestreaming can be risky, though, as one of China’s most popular key opinion leaders, Li Jiaqi, found out (subscription required). Partnering with Li, we were able to help our client tap into his enormous audiences. 参考译文 And he didn't have to do it by robbing a bank. The concept of an entertaining KOL pushing a product live and users being able to make an instant purchase has been a hit, with sales revenue in China’s live-streaming market, Relative newcomer Kuaishou, in fact, has used KOLs and social commerce to boost growth and steal a march on its closest rival, Douyin, with conversion rates. She drew 37 million viewers in May, and made more profit in one day (Single’s Day 2019, $385 million) than Aston Martin does in one year. With Bain reporting China’s Gen Z market is set to consume over 55% of the luxury brand market by 2025, Prada, Louis Vuitton and Burberry are just some of the big-name brands investing in KOL marketing. Li Jiaqi is trying on a lipstick during his live streaming. He advertised a nonstick pan on a live show, but the egg stuck. This website uses cookies in order to optimize the information we present to you and to analyze the His overnight explosion in popularity is shedding light on the unique influencer phenomenon … And, with the right approach, western brands can work with those influencers to enter lucrative markets in China and reach out to new audiences. /CCTV. Wang Zhen says he is not surprised by the news that Li Jiaqi settled in Shanghai because his live streaming business is a talented post nowadays. Beijing ICP prepared NO.16065310-3, Attracting talents: beauty influencer Li Jiaqi obtains Shanghai hukou. With over 6 years of experience in Marketing and Journalism, Dini has a deep understanding of how to create innovative and successful KOL marketing strategies for brands and advertisers around the world. These figures and more can be found in our latest eBook ‘THE POWER OF INFLUENCER MARKETING IN CHINA’. Younger, more social commerce-savvy markets are coming of age, who have money to spend and are natural, native users of digital technology. This means that advertisers who want to work with KOLs may find it difficult to reach a huge pool of KOLs at scale, and at a reasonable price. Those returns go beyond the financial, too. Some people thought it is deserved as his live streaming boosted consumption and recognized his ability of sales promotion. you agree to us using cookies. Not far behind is Gen Y at 42.5%, with only 21.5% of Gen X making a purchase. The eastern Chinese city of Nanjing, for example, took out 20 to 30 percent of housing resources from the market for talented people with preemption in 2019 while some cities even lifted their restrictions on permanent residence. Nativex can help – contact our team today to find out more. However, MCN’s will typically only have contracts with a limited number of KOLs, and the cost of working with them can vary hugely as there is no standardised pricing. 60% of brands focus on KOL marketing, making it China’s most popular digital marketing channel. "Buy it and buy it" follows his recommendations and reviews after using the products in person. At the end of this June, Li obtained his hukou, a registered permanent residence in Shanghai as "a special talent" designated by local government. Welcome to the latest edition of China Tech Express! With the development of the Internet industry, nowadays in China, more and more young people dream to be successful Internet influencers (网红) like Li Jiaqi, Li Ziqi, etc. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience. That clamour amongst Gen Z to become a KOL has led to the rise of Multichannel Networks (MCNs); agencies that sign and represent KOL talent, finding them business opportunities usually on a commission basis. Her numbers are staggering. Li Jiaqi’s explosion and other live-streamers’ springing up,points toward a trend in influencer/KOL e-commerce(網紅電商): a platform-oriented model that connects influencers/KOLs, brands, and consumers. Over 54% of Chinese Gen Zers listed ‘live streamer’ (or ‘wanghong’) as their dream profession, according to WGSN. His official joining in the metropolis triggered a heated discussion as to whether he could be included in the list of talents. With over 80 million followers across social media, Li has created an online empire that generates more revenue than many shopping malls and listed companies. With professional teams dealing with operations, content, and scheduling, Li Jiaqi serves as more of a key influencer with clear targets of conducting promotions for products and brands in need. 45.5% of those classed as Gen Z, for instance, made a spontaneous product purchase after viewing a KOL’s recommendation. Top-level influencer Li Jiaqi also found himself in hot water lately. After talking with many of our clients including developers, app publishers, major brands, e-commerce platforms and more, we’ve put together five key trends which we and our customers believe will have a significant impact on the mobile and digital landscape in the year ahead. Li Qingheng, a delvieryman in Hangzhou, obtains his hukou in the city after five years delivering parcels. Though brands fear him, Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. During a Taobao livestream on October 30, while cooking an egg on a nonstick frying pan that he tried to hawk to viewers, Li failed to cook an egg without getting it attached to the bottom of the pan. by 2025, Prada, Louis Vuitton and Burberry are just some of the big-name brands investing in KOL marketing. Li Ziqi is strong at hand-made products. We’re a core agency with Douyin and Bilibili, and also a strategic partner of Weibo, Kuaishou, Red and Taobao. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience, according to Bloomberg. In short, Li is a beauty KOL like no other in China. 48% of Gen Z shoppers would check a KOL’s suggestion before committing to a purchase, while a quarter of Gen Z’s monthly spend is influenced by KOLs. Working on the online shopping website Taobao, Jiaqi, or “Iron Lip” as his fans call him, rose to prominence when he tried over300 lipsticks in a 7-hourlive stream. /CFP. In China there has been a huge growth of ‘social commerce’, where established social media platforms like Taobao and Douyin work with influencers to create a hybrid of social media content and online shopping. Although Christmas is not officially observed in China, the Western holiday has long been celebrated in China as an occasion for young people in cities to go out for dinner and exchange presents. The concept of an entertaining KOL pushing a product live and users being able to make an instant purchase has been a hit, with sales revenue in China’s live-streaming market more than doubling between 2019 and 2020. Over 54% of Chinese Gen Zers listed ‘live streamer’ (or ‘wanghong’) as their dream profession, That clamour amongst Gen Z to become a KOL has led to the rise of Multichannel Networks (MCNs); agencies that. His personality is daring, and his no-holds-barred critical approach to products he deems unworthy (and cat-calling luxury brands such as Chanel) has endeared him to millions. KOLs are popular in China for a lot of the reason influencers are in the west. What Happened: Shortly after Hermès launched its widely anticipated line of lipsticks, called Rouge Hermès, with 24 shades in either matte or satin finishes, China’s top beauty influencer, Li Jiaqi (also known as Austin Li), gave the French luxury brand’s first dip into the lucrative beauty market a scathing review. "The best relationships between a city and its people is growing together," Chen added. To find out more, please read our. However, some questioned how talent is defined in Shanghai. Li lives on commissions, paid by advertisers just like many other … Hours after recommending them 1 beauty blogger and influencer Li Jiaqi is so convincing he once 15,000! 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