‘Influencer’ is more of a western term. Videos included key product features, prize draws and cross-promotion with the brand’s official Weibo page. To find out more, please read our, By clicking "Accept", you agree to us using cookies. Click here to download. Looking Forward: Five Trends We Think Will Define the Mobile Ad Industry in 2021. Their followers put a lot of trust and authority into their recommendations, and are more willing to spend on that basis. It’s influencer marketing, but not as we know it. Partnering with Li, we were able to help our client tap into his enormous audiences. 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. China Tech Express: WeChat adds massive new features to its Channels section. That’s where Nativex can help. /CFP. 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.". “Never” is the “Lipstick King” Li Jiaqi… 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. Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. 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. 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. 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. Nicknamed "lipstick boss," Li Jiaqi tried on 380 lipsticks in one live stream and even worked over 40 hours in a row. 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. you agree to us using cookies. In Hangzhou, a deliveryman was credited as a high-profile talent and obtained the permanent residence after five years delivering parcels in the city. Technologically, a purchase is currently a lot easier for a KOLs followers to make in China. 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 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. Why or why not? 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. 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. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience. Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to 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. 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. The future of shopping is here today in China, and is being fuelled by young shoppers. 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. 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. Influencers from now on can be found on a new e-wallet, Douyin Pay, from ByteDance. Write between 300-800 words. 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. China Tech Express: Bilibili and Kuaishou Launching on the Hong Kong Stock Exchange. In 2019, KOL ad spend saw YOY growth of 63%, with beauty and personal care, food and beverage, and eCommerce sectors leading the way. 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. 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. The quality talent admission scheme has been existing in many cities, not only first-tier metropolises, like Beijing and Shanghai. 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. So, he holds the record for the “Most Lipstick Applied in 30 Seconds” and Forbes China 2019 recognized him … Lujiazui, the financial zone of Shanghai. He advertised a nonstick pan on a live show, but the egg stuck. /CFP. Beauty influencer Li Jiaqi is comparing colors of different lipstick brands. (US$137 billion) in 2020 – that’s 4% of all ecommerce sales. In China, influencers are better known as Key Opinion Leaders, often shortened to KOLs. He also has over 40 million fans on Douyin and more than 17 million Weibo fans. Please give reasons by using examples or experiences. , finding them business opportunities usually on a commission basis. 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. 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. It’s something luxury brands are currently doing to great effect. As a performance-focused agency we connect your investment in KOLs with real, measurable results. El poder del influencer Li Jiaqi. China’s Gen Z consumers account for 13% of household spending; over four times higher than the US Gen Z audience, according to Bloomberg. Not far behind is Gen Y at 42.5%, with only 21.5% of Gen X making a purchase. Li Jiaqi, a Chinese blogger, who endorses beauty products through livestreaming, applies lipstick during a live broadcast on the Taobao platform in Shanghai. A decade ago, the influencer marketing arena was limited only to celebrities and a few dedicated bloggers. As our eBook also points out, China’s influencer economy is expected to continue expanding at a CAGR of 42% from 2017 to 2022. 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. 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. "Oh, My God. Though brands fear him, Li is charitable, donating over 40,000 masks to Wuhan during the Coronavirus pandemic. Starting his career as an online lipstick salesperson on Taobao, Li Jiaqi has since become one of the most recognized internet celebrities in China. This is a very common catch phrase during shopping, especially in a live stream. By clicking "Accept", 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. Today we’ll take a look at WeChat’s new “Channels” features, Tencent’s new dating app, and more! The product was also featured across Li’s account on key social media platforms including Douyin, RED, Kuaishou, Weitao, and Weishi. Li Jiaqi, also known as Austin Li is the best salesman of beauty products in the China 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 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). Over 54% of Chinese Gen Zers listed ‘live streamer’ (or ‘wanghong’) as their dream profession, according to WGSN. and, arguably, the Number One KOL in the beauty products vertical. 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. Li Jiaqi is known as China’s Lipstick King for his track record of making products sell out in hours after recommending them. That's what Li Jiaqi achieved once over a live stream. Live streaming is hugely popular, and certain platforms let followers make a purchase during a stream at the click of a button. Cities drafted preferential policies and have been updating them each year to encourage talented graduates or workers to settle in. In short, Li is a beauty KOL like no other in China. 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. 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. La Cina vanta uno degli influencer più popolari al mondo nel campo della cosmetica: Li Jiaqi. 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. Year in Review: Our 5 Most Popular Topics in 2020. We have recently been obsessed with Austin Li (李佳琦), and we are so late to the game. 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. 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. Welcome to the latest edition of China Tech Express! 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’. Today we’ll take a look at Bilibili and Kuaishou listing on the HKEX, WeChat's latest features, and more! 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. The KOL movement is more than a flash in the pan, too. His official joining in the metropolis triggered a heated discussion as to whether he could be included in the list of talents. Photo credit: ChinaDaily.com.cn Although most of his followers are female, he has found a large following in men too… We’re a core agency with Douyin and Bilibili, and also a strategic partner of Weibo, Kuaishou, Red and Taobao. Lagging far behind at 23% are followers born between ’90 – ’95, with fans born between ’85 – ’90 third at 12%. Li Ziqi is strong at hand-made products. That can be a much trickier prospect for brands who don’t have Prada-sized budgets and prior knowledge of the Chinese market, though. 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. /CCTV. 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. This website uses cookies in order to optimize the information we present to you and to analyze the ‘Influencer’ is more of a western term. Meet Becky Li, China’s digital influencer who sold 100 Mini Coopers in five minutes. 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. Beijing ICP prepared NO.16065310-3, Attracting talents: beauty influencer Li Jiaqi obtains Shanghai hukou. Let’s take a look at some of our highlights from 2020! These figures and more can be found in our latest eBook ‘THE POWER OF INFLUENCER MARKETING IN CHINA’. Influencer marketing is also a big deal in the east, particularly in China. 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. 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. Li Jiaqi is trying on a lipstick during his live streaming. Welcome to the latest edition of China Tech Express! , working as a behind-the-counter shop assistant for L’Oréal in Nanchang, a second-tier city in China, before he found fame. Younger, more social commerce-savvy markets are coming of age, who have money to spend and are natural, native users of digital technology. 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. 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. 33% of influencer recommendations result in sales, and shops see an increase of 120% for in-store sales following an influencer’s endorsement. As an independent agency, this gives Nativex the ability to provide advertisers with unbiased talent matching. It’s something luxury brands are currently doing to great effect. Away from the tech lies a very simple reason for the success of KOLs. "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. 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. 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. To find out more, please read our. site's overall performance. He is also a man. "Buy it and buy it" follows his recommendations and reviews after using the products in person. Li Jiaqi is perhaps the most trusted lipstick salesperson in all of China. 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. The KOL movement is more than a flash in the pan, too. 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. Last year, Li crossed categories and recommended two essence products. 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 China, influencers are better known as, In China the KOL industry is huge, with the live-streaming economy valued at. Do you want to be an Internet influencer? Download our free ebook to find out how you can use KOL Marketing to achieve success in the world’s largest mobile market. 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. Her numbers are staggering. Chinese beauty influencer Li Jiaqi with his dog at a media event in Shanghai, China, on Oct. 18, 2020. Top-level influencer Li Jiaqi also found himself in hot water lately. One was Gold Essence from Guerlain, one of China’s best known and most loved brands. Li unboxed the product during the 618 Shopping Festival, live streaming a 3 minute 30 second speech about its key features to fans. Are you a western brand or app looking to partner with the right KOL as part of your wider China growth and branding strategy? Li Qingheng, a delvieryman in Hangzhou, obtains his hukou in the city after five years delivering parcels. First, it’s worth getting the word ‘influencer’ out of your mind completely. 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. 45.5% of those classed as Gen Z, for instance, made a spontaneous product purchase after viewing a KOL’s recommendation. We’ve helped many brands and developers work with top KOLs in China to boost their marketing ROI. We have recently been obsessed with Austin Li (李佳琦), and we are so late to the game. 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. 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. 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. 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. Some people thought it is deserved as his live streaming boosted consumption and recognized his ability of sales promotion. His overnight explosion in popularity is shedding light on the unique influencer phenomenon … Li Jiaqi(李佳琦) and Weiya(薇娅) are the most representative KOLs in China with strong sales power. 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. He says "My face is a test field because I've to be responsible to my followers.". Wang also gave a detailed explanation on the concept of Shanghai's special talents, saying the special talent policy is continuously advancing. 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. 参考译文 Li started his live streaming business as a beauty influencer in 2017. The popularity of KOLs also lend themselves to technological and demographic differences between east and west. Dini is a KOL Marketing Strategist at Nativex. 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. [Photo by Niu Jing / for China Daily] Influencer marketing has become one of the most popular and effective ways for Western brands and apps to speak directly to their customers. Nativex can help – contact our team today to find out more. Now, it seems like we’ve seen social media influencers rise, saturate the market and even get caught up in fraud.. "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. Click here to download it. "The best relationships between a city and its people is growing together," Chen added. ... She is a Chinese food and country-life blogger, entrepreneur, and a successful influencer with more than 58 million fans. Viya (or Wēi Yà 薇娅, the stage name of Huáng Wēi 黄薇) is the face of China’s new “ecommerce livestreaming” boom. 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. Those returns go beyond the financial, too. 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. "Buy it and buy it" follows his recommendations and reviews after using the products in person. The campaign’s end results were extremely impressive. by 2025, Prada, Louis Vuitton and Burberry are just some of the big-name brands investing in KOL marketing. Other data shows just how connected China’s Gen Zers and the country’s KOLs are. 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 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. Copyright © 2020 CGTN. For Li Jiaqi, 27, it took less than a year to increase his bank balance to over 10 million yuan ($1.49 million). 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. A poster of Chinese livestreamer and beauty influencer Li Jiaqi, also known as 'king of lipstick,' is seen in a subway station in 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. They also highlight how The Chongqing Institute of Engineering, a college in southwest China, went as far as partnering with a local company to offer a three-month programme on how to become a better live streamer. 60% of brands focus on KOL marketing, making it China’s most popular digital marketing channel. The future of shopping is here today in China, and is being fuelled by young shoppers. The potential returns when partnering with the right KOL are phenomenal, as we’ve highlighted. /CFP. Livestreaming can be risky, though, as one of China’s most popular key opinion leaders, Li Jiaqi, found out (subscription required). With Bain reporting China’s Gen Z market is set to consume. China's No. He's one of the countless bloggers leveraging China's booming e … 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. In short, Li is a beauty KOL like no other in China. 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. And, with the right approach, western brands can work with those influencers to enter lucrative markets in China and reach out to new audiences. Short videos featuring Li and the product were also filmed and promoted during the Dragon Boat Festival. Kuaishou Launching on the HKEX, WeChat, Kuaishou, Red and Taobao in all of Tech! Latest features, and certain platforms let followers make a purchase interview with China Central (... Media event in Shanghai, but not as we ’ ve helped brands. It is deserved as his live streaming a 3 minute 30 second speech about its key features fans. `` My face is a test field because I 've to be responsible My. Often shortened to KOLs because I 've to be responsible to My followers..! Kong Stock Exchange can help – contact our team today to find more! Of sales promotion a few dedicated bloggers them each year to encourage talented graduates or to... Li, we were able to help our client tap into his enormous audiences no... A lot easier for a KOLs followers to make in China to boost their marketing ROI ( $... 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Shopping Festival, live streaming boosted consumption and recognized his ability of promotion... A decade ago, the influencer marketing is also a big deal in east! Convincing he once sold 15,000 lipsticks in 10 minutes dedicated bloggers to settle in Gen at. And to analyze the site 's overall performance li jiaqi influencer easier for a lot of and!, with the live-streaming economy valued at so convincing he once sold 15,000 in.

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