Also known as Austin Li, the Lipstick King is also. 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. A decade ago, the influencer marketing arena was limited only to celebrities and a few dedicated bloggers. 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. Working with an MCN may work out cheaper for a brand or advertiser, as MCNs can have access to traffic package deals with the country’s leading social media services. 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. Influencer marketing has become one of the most popular and effective ways for Western brands and apps to speak directly to their customers. Looking Forward: Five Trends We Think Will Define the Mobile Ad Industry in 2021. Li Ziqi (Chinese: 李子柒; pinyin: Lǐ Zǐqī; born 6 July 1990), birth name Li Jiajia (Chinese: 李佳佳; pinyin: Lǐ Jiājiā) is a Chinese video blogger, entrepreneur, and Internet celebrity. The campaign’s end results were extremely impressive. That's what Li Jiaqi achieved once over a live stream. "Oh, My God. /CFP. 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. 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 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. In China, influencers are better known as Key Opinion Leaders, often shortened to KOLs. 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. 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. As our eBook also points out, China’s influencer economy is expected to continue expanding at a CAGR of 42% from 2017 to 2022. Viya (or Wēi Yà 薇娅, the stage name of Huáng Wēi 黄薇) is the face of China’s new “ecommerce livestreaming” boom. The potential returns when partnering with the right KOL are phenomenal, as we’ve highlighted. The future of shopping is here today in China, and is being fuelled by young shoppers. "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. 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. Some people thought it is deserved as his live streaming boosted consumption and recognized his ability of sales promotion. 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. Are you a western brand or app looking to partner with the right KOL as part of your wider China growth and branding strategy? 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. 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. 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. Last year, Li crossed categories and recommended two essence products. ‘Influencer’ is more of a western term. 27-year-old Li is now a millionaire and, in 2019, made it on to the Hurun China Under 30s To Watch list. As an independent agency, this gives Nativex the ability to provide advertisers with unbiased talent matching. Over 54% of Chinese Gen Zers listed ‘live streamer’ (or ‘wanghong’) as their dream profession, according to WGSN. He says "My face is a test field because I've to be responsible to my followers.". 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. Not far behind is Gen Y at 42.5%, with only 21.5% of Gen X making a purchase. 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. 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. Please give reasons by using examples or experiences. Li Qingheng, a delvieryman in Hangzhou, obtains his hukou in the city after five years delivering parcels. "Buy it and buy it" follows his recommendations and reviews after using the products in person. It’s influencer marketing, but not as we know it. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience. Ha llegado a vender hasta 5 mil polvos translúcidos en un segundo de transmisión. 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. 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. The KOL movement is more than a flash in the pan, too. 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. With Bain reporting China’s Gen Z market is set to consume. Write between 300-800 words. 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. 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. Short videos featuring Li and the product were also filmed and promoted during the Dragon Boat Festival. Their followers put a lot of trust and authority into their recommendations, and are more willing to spend on that basis. He's one of the countless bloggers leveraging China's booming e … Download our free ebook to find out how you can use KOL Marketing to achieve success in the world’s largest mobile market. We have recently been obsessed with Austin Li (李佳琦), and we are so late to the game. Click here to download it. Influencers from now on can be found on a new e-wallet, Douyin Pay, from ByteDance. Though brands fear him, Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. Meet Becky Li, China’s digital influencer who sold 100 Mini Coopers in five minutes. To find out more, please read our, By clicking "Accept", you agree to us using cookies. China's No. It’s something luxury brands are currently doing to great effect. Li thanked Shanghai in an interview with China Central Television (CCTV) after getting the hukou. 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. Beijing ICP prepared NO.16065310-3, Attracting talents: beauty influencer Li Jiaqi obtains Shanghai hukou. "Snatching People War" was not a strange term on Chinese social media over the past few years, which is understood as talent scouting scheme. He advertised a nonstick pan on a live show, but the egg stuck. Li Jiaqi is trying on a lipstick during his live streaming. His overnight explosion in popularity is shedding light on the unique influencer phenomenon that’s been birthed by China’s highly-competitive e-commerce and social media platforms. So, he holds the record for the “Most Lipstick Applied in 30 Seconds” and Forbes China 2019 recognized him … 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. Li Jiaqi es un hombre chino de 27 años que, a diferencia de lo que pueda parecer, se ha convertido en una gran estrella de internet gracias a sus vídeos donde prueba labiales de distintas marcas de lujo.. Con más de 40 millones de fans en Douyin, la versión china de TikTok, y millones más en otras redes sociales, Li Jiaqi es el mayor influencer de belleza en toda China. 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. Li Ziqi is strong at hand-made products. 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. Lujiazui, the financial zone of Shanghai. Choosing the right influencer to collaborate with on various platforms is the key to their success. 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. KOLs are also, at their most basic, about entertainment and personality. Now, it seems like we’ve seen social media influencers rise, saturate the market and even get caught up in fraud.. Other data shows just how connected China’s Gen Zers and the country’s KOLs are. 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. "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. Top-level influencer Li Jiaqi also found himself in hot water lately. Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. Click here to download. Those returns go beyond the financial, too. 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. 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. A poster of Chinese livestreamer and beauty influencer Li Jiaqi, also known as 'king of lipstick,' is seen in a subway station in Shanghai. Partnering with Li, we were able to help our client tap into his enormous audiences. Li lives on commissions, paid by advertisers just like many other … 参考译文 Dini is a KOL Marketing Strategist at Nativex. Videos included key product features, prize draws and cross-promotion with the brand’s official Weibo page. Photo credit: ChinaDaily.com.cn Although most of his followers are female, he has found a large following in men too… Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to fans. 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. We’ve helped many brands and developers work with top KOLs in China to boost their marketing ROI. The future of shopping is here today in China, and is being fuelled by young shoppers. 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. 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. Her numbers are staggering. 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. 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. In short, Li is a beauty KOL like no other in China. This website uses cookies in order to optimize the information we present to you and to analyze the First, it’s worth getting the word ‘influencer’ out of your mind completely. , working as a behind-the-counter shop assistant for L’Oréal in Nanchang, a second-tier city in China, before he found fame. Influencer marketing is also a big deal in the east, particularly in China. He also has over 40 million fans on Douyin and more than 17 million Weibo fans. Younger, more social commerce-savvy markets are coming of age, who have money to spend and are natural, native users of digital technology. Today we’ll take a look at WeChat’s new “Channels” features, Tencent’s new dating app, and more! 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. 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. "Buy it and buy it" follows his recommendations and reviews after using the products in person. The KOL movement is more than a flash in the pan, too. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience, according to Bloomberg. Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. ... She is a Chinese food and country-life blogger, entrepreneur, and a successful influencer with more than 58 million fans. /CFP. On the other side, when looking at KOL fanbases, 54% are firmly Gen Z or born after 1995. 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. 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. 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. 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. Li Jiaqi is perhaps the most trusted lipstick salesperson in all of China. Welcome to the latest edition of China Tech Express! Li started his live streaming business as a beauty influencer in 2017. Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to fans. 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. Vuitton and Burberry are just some of the big-name brands investing in marketing! 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