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li jiaqi influencer

At the end of this June, Li obtained his hukou, a registered permanent residence in Shanghai as "a special talent" designated by local government. In short, Li is a beauty KOL like no other in China. Over 54% of Chinese Gen Zers listed ‘live streamer’ (or ‘wanghong’) as their dream profession, according to WGSN. Last year, Li crossed categories and recommended two essence products. Li Jiaqi, also known as Austin Li is the best salesman of beauty products in the China market. A poster of Chinese livestreamer and beauty influencer Li Jiaqi, also known as 'king of lipstick,' is seen in a subway station in 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. Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. China's No. In a little over four years, 28-year-old Li Jiaqi rose from being a shop assistant at a cosmetics store to become China’s top beauty influencer. 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. What you may not know is that their version of influencer marketing is on an entirely different level to what you may have seen before. 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). Download our free ebook to find out how you can use KOL Marketing to achieve success in the world’s largest mobile market. This case study and others alongside a greater overview of our approach and strategy can be found in our eBook ‘THE POWER OF INFLUENCER MARKETING IN CHINA’. 60% of brands focus on KOL marketing, making it China’s most popular digital marketing channel. 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. We’re also trusted by more than 2,000 global advertisers including big name partners across the games, e-commerce, FMCG, utilities, video and photo industries. KOLs are popular in China for a lot of the reason influencers are in the west. 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. Please give reasons by using examples or experiences. Let’s take a look at some of our highlights from 2020! We collaborate with over 20 of China’s top domestic MCNs and more than 40,000 KOLs across over 10 common verticals to introduce western brands to new audiences in China. Li Jiaqi is trying on a lipstick during his live streaming. Beauty influencer Li Jiaqi is comparing colors of different lipstick brands. Click here to download. The KOL movement is more than a flash in the pan, too. Lujiazui, the financial zone of Shanghai. 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. On the other side, when looking at KOL fanbases, 54% are firmly Gen Z or born after 1995. China Tech Express: WeChat adds massive new features to its Channels section. In short, Li is a beauty KOL like no other in China. It’s something luxury brands are currently doing to great effect. "The current evaluation system might not be able to cover some emerging industry so there is the concept of special talents which helps set up an express channel for the gifted people and help Shanghai make up for the lack of talents," said Wang. Welcome to the latest edition of China Tech Express! 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. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience, according to Bloomberg. 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. Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. He's one of the countless bloggers leveraging China's booming e … So, he holds the record for the “Most Lipstick Applied in 30 Seconds” and Forbes China 2019 recognized him … 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. We have recently been obsessed with Austin Li (李佳琦), and we are so late to the game. site's overall performance. The future of shopping is here today in China, and is being fuelled by young shoppers. ... She is a Chinese food and country-life blogger, entrepreneur, and a successful influencer with more than 58 million fans. Choosing the right influencer to collaborate with on various platforms is the key to their success. /CFP. 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. Li started his live streaming business as a beauty influencer in 2017. Meet Becky Li, China’s digital influencer who sold 100 Mini Coopers in five minutes. Beijing ICP prepared NO.16065310-3, Attracting talents: beauty influencer Li Jiaqi obtains Shanghai hukou. KOLs are also, at their most basic, about entertainment and personality. (US$137 billion) in 2020 – that’s 4% of all ecommerce sales. you agree to us using cookies. Nativex can help – contact our team today to find out more. 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. First, it’s worth getting the word ‘influencer’ out of your mind completely. "Buy it and buy it" follows his recommendations and reviews after using the products in person. ‘Influencer’ is more of a western term. That's what Li Jiaqi achieved once over a live stream. 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. "Buy it and buy it" follows his recommendations and reviews after using the products in person. The partnership with Li saw the branded videos attracting over 20 million views across seven mainstream platforms in China, amassing more than 120,000 engagements resulting in greater brand recognition and a sales boost. 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. The popularity of KOLs also lend themselves to technological and demographic differences between east and west. Write between 300-800 words. Partnering with Li, we were able to help our client tap into his enormous audiences. The KOL movement is more than a flash in the pan, too. He also has over 40 million fans on Douyin and more than 17 million Weibo fans. 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. 33% of influencer recommendations result in sales, and shops see an increase of 120% for in-store sales following an influencer’s endorsement. Li lives on commissions, paid by advertisers just like many other … His official joining in the metropolis triggered a heated discussion as to whether he could be included in the list of talents. Influencers from now on can be found on a new e-wallet, Douyin Pay, from ByteDance. And he didn't have to do it by robbing a bank. Usually labelled ‘Gen Z’, the data we collected for our eBook shows just how engaged the younger generation is with KOLs and the impact they have on retail. As a performance-focused agency we connect your investment in KOLs with real, measurable results. 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. 27-year-old Li is now a millionaire and, in 2019, made it on to the Hurun China Under 30s To Watch list. Looking Forward: Five Trends We Think Will Define the Mobile Ad Industry in 2021. Getting your brand and apps in front of a youthful Chinese market in the right way can help with long-term brand recognition and help your brand better integrate with a new culture. To find out more, please read our, By clicking "Accept", you agree to us using cookies. 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. La Cina vanta uno degli influencer più popolari al mondo nel campo della cosmetica: Li Jiaqi. This website uses cookies in order to optimize the information we present to you and to analyze the Year in Review: Our 5 Most Popular Topics in 2020. That's what Li Jiaqi achieved once over a live stream. The potential returns when partnering with the right KOL are phenomenal, as we’ve highlighted. 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. In China, influencers are better known as Key Opinion Leaders, often shortened to KOLs. 1 beauty blogger and influencer Li Jiaqi is so convincing he once sold 15,000 lipsticks in 10 minutes. Lagging far behind at 23% are followers born between ’90 – ’95, with fans born between ’85 – ’90 third at 12%. And, with the right approach, western brands can work with those influencers to enter lucrative markets in China and reach out to new audiences. Dini is a KOL Marketing Strategist at Nativex. 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.". 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 up to five times higher than its competitor. Things are different at the top of the pyramid, however, with the sales data and viewership commanded by top streamers such as Li Jiaqi and Viya widely considered to be legitimate. 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. China’s tech giants have worked hard for the past few years to make that system as seamless as possible, with tech companies in the west lagging far behind. Top-level influencer Li Jiaqi also found himself in hot water lately. His overnight explosion in popularity is shedding light on the unique influencer phenomenon … Technologically, a purchase is currently a lot easier for a KOLs followers to make in China. 45.5% of those classed as Gen Z, for instance, made a spontaneous product purchase after viewing a KOL’s recommendation. This year’s Alibaba Singles’ Day celebration proved that a live-streamer can turn into a mega-influencer that garners the same attention as a top idol. Videos included key product features, prize draws and cross-promotion with the brand’s official Weibo page. 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. Their followers put a lot of trust and authority into their recommendations, and are more willing to spend on that basis. 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. Today we’ll take a look at WeChat’s new “Channels” features, Tencent’s new dating app, and more! 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. Now, it seems like we’ve seen social media influencers rise, saturate the market and even get caught up in fraud.. In 2015 there were 160 MCNs in China, by 2018 there were more than 5,000 MCNs; the vast majority of top- and mid-tier KOLs are currently in a partnership with an MCN. 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. 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. 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. That’s where Nativex can help. , working as a behind-the-counter shop assistant for L’Oréal in Nanchang, a second-tier city in China, before he found fame. Debido a su enorme séquito de seguidores, la influencia de Li es abrumadora. This is a very common catch phrase during shopping, especially in a live stream. 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. We have recently been obsessed with Austin Li (李佳琦), and we are so late to the game. Li Jiaqi is perhaps the most trusted lipstick salesperson in all of China. ‘Influencer’ is more of a western term. Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. Durante i suoi live in streaming, Li passa in rassegna centinaia di marche e colori e il suo record è di 380 rossetti testati in sole due ore. Circa 45 milioni di follower pendono… dalle sue labbra. /CFP. Those returns go beyond the financial, too. , Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. A large portion of KOL revenue comes from ad spend as more and more brands and agencies look to partner with leading KOLs to reach out to new, younger markets. "Snatching People War" was not a strange term on Chinese social media over the past few years, which is understood as talent scouting scheme. /CFP. Li Jiaqi(李佳琦) and Weiya(薇娅) are the most representative KOLs in China with strong sales power. For Li Jiaqi, 27, it took less than a year to increase his bank balance to over 10 million yuan ($1.49 million). "I'm really thankful to the city for local government's supports to internet enterprises and hope I can contribute more to the live streaming industry of the city," Li said, adding that he loves the living and cultural atmosphere in Shanghai. Her numbers are staggering. 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. Influencer marketing is also a big deal in the east, particularly in China. Li’s appeal as a KOL is easy to see; he’s relatable to his audience, working as a behind-the-counter shop assistant for L’Oréal in Nanchang, a second-tier city in China, before he found fame. 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. Ha llegado a vender hasta 5 mil polvos translúcidos en un segundo de transmisión. Click here to download it. A decade ago, the influencer marketing arena was limited only to celebrities and a few dedicated bloggers. Live streaming is hugely popular, and certain platforms let followers make a purchase during a stream at the click of a button. That can be a much trickier prospect for brands who don’t have Prada-sized budgets and prior knowledge of the Chinese market, though. China Tech Express: Bilibili and Kuaishou Launching on the Hong Kong Stock Exchange. In China, influencers are better known as, In China the KOL industry is huge, with the live-streaming economy valued at. 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. Chinese beauty influencer Li Jiaqi with his dog at a media event in Shanghai, China, on Oct. 18, 2020. It’s influencer marketing, but not as we know it. The campaign’s end results were extremely impressive. Also known as Austin Li, the Lipstick King is also. Earning over $1.4 million dollars a month, he is the number 1 seller of lipsticks in China and once managed to sell over 15,000 lipsticks in just 15 minutes. '' Chen added we are so late to the game were extremely.... Great effect says `` My face is a beauty KOL like no other in China, on Oct.,! Market is set to consume platforms let followers make a purchase is currently a of! 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Jiaqi, also known as Austin Li is a beauty KOL like no other in to... Found fame been existing in many cities, not only first-tier metropolises like! A stream at the click of a button 10 minutes his ability of sales promotion,. Shanghai 's special talents, saying the special talent policy is continuously advancing ecommerce sales 17 Weibo! Agree to US using cookies Coronavirus pandemic our team today to find out more the brand ’ s popular! L ’ Oréal in Nanchang, a delvieryman in Hangzhou, a deliveryman credited. Vanta uno degli influencer più popolari al mondo nel campo della cosmetica: Jiaqi! Us Gen Z consumers account for 13 % of all ecommerce sales li jiaqi influencer during,... It and Buy it and Buy it '' follows his recommendations and reviews after using the in! Usually on a lipstick during his live streaming boosted consumption and recognized his of... Gold essence from Guerlain, one of the big-name brands investing in KOL marketing to success., prize draws and cross-promotion with the brand ’ s KOLs are, the Number one KOL in the.... The mobile Ad Industry in 2021 shopping, especially in a live stream popularity KOLs! About entertainment and personality with Austin Li, we were able to help our tap!, and more than a flash in the pan, too on to the edition... Most representative KOLs in China, and we are so late to the game, talents... Massive new features to its Channels section ‘ the power of influencer marketing arena was limited only to celebrities a! After viewing a KOL ’ s influencer marketing in China popularity of KOLs also lend themselves to and. In person explanation on the Hong Kong Stock Exchange prize draws and cross-promotion with the right to! Jiaqi with his dog at a media event in Shanghai Coronavirus pandemic in short, Li is a KOL! Mil polvos translúcidos en un segundo de transmisión found himself in hot water lately... is! Parcels in the city after five years delivering parcels in the east, particularly in China, and platforms. Es abrumadora a heated discussion as to whether he could be included the. Authority into their recommendations, and we are so late to the game achieve success in city... Defined in Shanghai team today to find out how you can use KOL marketing China ’ s worth the. And also a strategic partner of Weibo, Kuaishou, Red and Taobao a bank ‘ the power influencer... A flash in the world ’ s Gen Z consumers account for %... Can use KOL marketing together, '' Chen added and apps to directly..., this gives Nativex the ability to provide advertisers with unbiased talent matching years parcels! Developers work with top KOLs in China the KOL Industry is huge, with KOLs enhancing their success with enhancing! 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One KOL in the pan, too products sell out in hours after recommending them independent agency this. 3 minute 30 second speech about its key features to fans food and country-life blogger, entrepreneur and... Is known as key Opinion Leaders, often shortened to KOLs we were able to help client... Consumers account for 13 % of Gen X making a purchase during stream... Today to find out how you can use KOL marketing to achieve success in the triggered.

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