Home Financial Record China ‘Lipstick Brother’ Live Stream Recorded Record $ 2 Billion Day

China ‘Lipstick Brother’ Live Stream Recorded Record $ 2 Billion Day

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(Bloomberg) – Chinese Li Jiaqi, one of the top direct sellers widely known as the “brother of lipstick,” sold $ 1.9 billion in merchandise on the first day of the annual shopping festival Alibaba Group Holding Ltd. economic downturn.

Li, who earned his nickname by trying out various makeup products on his show, has pre-sold 12 billion yuan of products ranging from Shiseido Co. lotions to Apple AirPods, according to preliminary data compiled by the e-commerce data specialist. Taosj.com.

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Li’s sales are a record for any show broadcast live on Alibaba’s Taobao online marketplace, according to data from Taosj.com. He also survived a recent regulatory crackdown on androgynous pop idols and others who do not conform to the country’s gender norms or express a more feminine style.

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The live broadcast is part variety show, part infomercial, part panel chat – a pioneering format in China that has become more popular since the start of the pandemic. Li’s show on Wednesday lasted a 12-hour marathon – the first day of more than three-week “Singles Day” shopping spree in China – and drew nearly 250 million views, Taobao showed.

“Normally we get about 20 million views per show a day, but we have 250 million today, all girls, where are you from? Li said in an article on Weibo.

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While final pre-sale show sales are likely to be lower as some buyers cancel items ordered in the first session, this number demonstrates the growing strength of China’s innovative e-commerce sphere in the face of hurdles. , including ongoing Covid-19 restrictions. .

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Viya, another leader in live broadcasting, sold around 8 billion yuan worth of merchandise on the same day, in a show that lasted 14 hours, while another star, Cherie, had sales of around 1.2 billion yuan, according to Taosj.com.

A spokesperson for Alibaba declined to comment on the sales data, and neither the company – nor the streamers themselves – publish such information.

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“Consumer enthusiasm is very widespread,” said Jason Yu, general manager of research firm Kantar Worldpanel Greater China. “Leading livestreamers are increasingly focusing on the market. “

Alibaba launched Singles Day – which began as a shopping festival celebrating men and women who are not in a relationship – in 2009. It has since expanded to become a national marathon of frenzied sales events in the States. United like Black Friday and Cyber ​​Monday.

The 2020 edition saw sales of $ 75 billion, a Chinese consumption frenzy despite heightened regulatory control over the country’s internet sector.

© 2021 Bloomberg LP

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