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. 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. He is also a man. Li Jiaqi is perhaps the most trusted lipstick salesperson in all of China. 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. This is a very common catch phrase during shopping, especially in a live stream. That can be a much trickier prospect for brands who don’t have Prada-sized budgets and prior knowledge of the Chinese market, though. Last year, Li crossed categories and recommended two essence products. Now, it seems like we’ve seen social media influencers rise, saturate the market and even get caught up in fraud.. ‘Influencer’ is more of a western term. Lujiazui, the financial zone of Shanghai. Welcome to the latest edition of China Tech Express! The campaign’s end results were extremely impressive. [Photo by Niu Jing / for China Daily] Why or why not? 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. Li Jiaqi（李佳琦） and Weiya（薇娅） are the most representative KOLs in China with strong sales power. 33% of influencer recommendations result in sales, and shops see an increase of 120% for in-store sales following an influencer’s endorsement. To find out more, please read our. That’s where Nativex can help. A poster of Chinese livestreamer and beauty influencer Li Jiaqi, also known as 'king of lipstick,' is seen in a subway station in Shanghai. and, arguably, the Number One KOL in the beauty products vertical. China Tech Express: WeChat adds massive new features to its Channels section. 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. Click here to download. 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. To address this, Nativex has partnered with more than 20 MCNs, as well as establishing direct relationships with more than 40,000 individual KOLs. 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. 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. Nicknamed "lipstick boss," Li Jiaqi tried on 380 lipsticks in one live stream and even worked over 40 hours in a row. 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. Their followers put a lot of trust and authority into their recommendations, and are more willing to spend on that basis. 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. Top-level influencer Li Jiaqi also found himself in hot water lately. He advertised a nonstick pan on a live show, but the egg stuck. Away from the tech lies a very simple reason for the success of KOLs. At the end of this June, Li obtained his hukou, a registered permanent residence in Shanghai as "a special talent" designated by local government. KOLs are popular in China for a lot of the reason influencers are in the west. 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. Videos included key product features, prize draws and cross-promotion with the brand’s official Weibo page. The product was also featured across Li’s account on key social media platforms including Douyin, RED, Kuaishou, Weitao, and Weishi. Nativex can help – contact our team today to find out more. Livestreaming can be risky, though, as one of China’s most popular key opinion leaders, Li Jiaqi, found out (subscription required). 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. Choosing the right influencer to collaborate with on various platforms is the key to their success. And he didn't have to do it by robbing a bank. 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. In Hangzhou, a deliveryman was credited as a high-profile talent and obtained the permanent residence after five years delivering parcels in the city. Li lives on commissions, paid by advertisers just like many other … We partnered with KOL Li Jiaqi, also known as China’s ‘Lipstick King’, to promote a renowned Japanese multinational personal care company’s special edition skincare set. "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. 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. 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. 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. Over 54% of Chinese Gen Zers listed ‘live streamer’ (or ‘wanghong’) as their dream profession, according to WGSN. Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to fans. 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. We’re a core agency with Douyin and Bilibili, and also a strategic partner of Weibo, Kuaishou, Red and Taobao. El poder del influencer Li Jiaqi. The KOL movement is more than a flash in the pan, too. Some people thought it is deserved as his live streaming boosted consumption and recognized his ability of sales promotion. 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. 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. And, with the right approach, western brands can work with those influencers to enter lucrative markets in China and reach out to new audiences. /CFP. Buy it and buy it." 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. The KOL movement is more than a flash in the pan, too. China Tech Express: Bilibili and Kuaishou Launching on the Hong Kong Stock Exchange. Looking Forward: Five Trends We Think Will Define the Mobile Ad Industry in 2021. 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. 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. Al ser el mayor influencer de belleza en China, Li Jiaqi tiene un gran poder de convicción entre los millones de seguidores con los que cuenta. 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. , working as a behind-the-counter shop assistant for L’Oréal in Nanchang, a second-tier city in China, before he found fame. 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. 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. Younger, more social commerce-savvy markets are coming of age, who have money to spend and are natural, native users of digital technology. We’ve helped many brands and developers work with top KOLs in China to boost their marketing ROI. Though brands fear him, Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. 27-year-old Li is now a millionaire and, in 2019, made it on to the Hurun China Under 30s To Watch list. 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. Douyin, WeChat, Kuaishou and others have introduced numerous easy-to-use social commerce measures to users, with KOLs enhancing their success. Other data shows just how connected China’s Gen Zers and the country’s KOLs are. 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. Li Jiaqi is trying on a lipstick during his live streaming. 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. 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. In China, influencers are better known as Key Opinion Leaders, often shortened to KOLs. It’s something luxury brands are currently doing to great effect. 1 beauty blogger and influencer Li Jiaqi is so convincing he once sold 15,000 lipsticks in 10 minutes. /CCTV. Li started his live streaming business as a beauty influencer in 2017. Are you a western brand or app looking to partner with the right KOL as part of your wider China growth and branding strategy? 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. 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. 45.5% of those classed as Gen Z, for instance, made a spontaneous product purchase after viewing a KOL’s recommendation. "The best relationships between a city and its people is growing together," Chen added. A decade ago, the influencer marketing arena was limited only to celebrities and a few dedicated bloggers. 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. So, he holds the record for the “Most Lipstick Applied in 30 Seconds” and Forbes China 2019 recognized him … Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to fans. 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. you agree to us using cookies. 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. Chinese beauty influencer Li Jiaqi with his dog at a media event in Shanghai, China, on Oct. 18, 2020. 60% of brands focus on KOL marketing, making it China’s most popular digital marketing channel. However, some questioned how talent is defined in Shanghai. He also has over 40 million fans on Douyin and more than 17 million Weibo fans. /CFP. Li Ziqi is strong at hand-made products. One was Gold Essence from Guerlain, one of China’s best known and most loved brands. Li started his live streaming business as a beauty influencer in 2017. by 2025, Prada, Louis Vuitton and Burberry are just some of the big-name brands investing in KOL marketing. 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. 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. Click here to download it. In China, influencers are better known as, In China the KOL industry is huge, with the live-streaming economy valued at. As an independent agency, this gives Nativex the ability to provide advertisers with unbiased talent matching. 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. Let’s take a look at some of our highlights from 2020! 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.". Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. 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. Those returns go beyond the financial, too. Beauty influencer Li Jiaqi is comparing colors of different lipstick brands. "Oh, My God. 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. Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. 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. 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. 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. 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 thanked Shanghai in an interview with China Central Television (CCTV) after getting the hukou. As a performance-focused agency we connect your investment in KOLs with real, measurable results. Meet Becky Li, China’s digital influencer who sold 100 Mini Coopers in five minutes. By clicking "Accept", First, it’s worth getting the word ‘influencer’ out of your mind completely. The future of shopping is here today in China, and is being fuelled by young shoppers. He's one of the countless bloggers leveraging China's booming e … Debido a su enorme séquito de seguidores, la influencia de Li es abrumadora. 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. That's what Li Jiaqi achieved once over a live stream. 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. 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 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. Also known as Austin Li, the Lipstick King is also. 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. Today we’ll take a look at WeChat’s new “Channels” features, Tencent’s new dating app, and more! While an MCN makes it easier for a KOL to get new work opportunities, promote them and other services, they’re also beneficial for advertisers, too. The popularity of KOLs also lend themselves to technological and demographic differences between east and west. Photo credit: ChinaDaily.com.cn Although most of his followers are female, he has found a large following in men too… In short, Li is a beauty KOL like no other in China. site's overall performance. Her numbers are staggering. He says "My face is a test field because I've to be responsible to my followers.". To find out more, please read our, By clicking "Accept", you agree to us using cookies. , Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. Ha llegado a vender hasta 5 mil polvos translúcidos en un segundo de transmisión. 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