Li Jiaqi, dubbed China's "King of Livestreaming E-commerce," is set to host a pioneering fashion show format at the iconic Shanghai K11 Art Mall on August 19-22. Li is taking Li Jiaqi WoW, his shopping information and recommendation program, offline for the first time, and will feature the involvement of five prominent Chinese designers, each based around the world. Through livestreaming, the audience will be able to communicate with the different designers as they open virtual "doors." The Shanghai show represents the beginnings of Li's grand vision as he looks to extend his influence on a global scale.Li is China's most popular key opinion leader (KOL) in the livestreaming e-commerce industry - with nearly 170 million fans - and has driven sales of more than$430 million (RMB2.8 billion) in a single live broadcast. Since 2016, livestreaming e-commerce has grown in popularity in China. Outperforming all other shopping channels, its user scale reached 388 million till December 2020, 66.2% of whom bought products via this channel, China Internet Network Information Center (CNNIC) says.
Compared to traditional online shopping, livestreaming e-commerce provokes a greater consumer response through lively visual demonstrations, greater convenience, and more affordable price during the nationwide lockdown caused by the COVID-19 pandemic. Livestreaming e-commerce is especially popular during China's e-commerce festivals, such as the 618 Festival - a June festival run by many of China's e-commerce companies -with 14.2 billion views and over 100,000 brands involved in livestreaming influencer marketing in 2021.
At the heart of China's livestreaming e-commerce world as well as a contributor of such accomplishment, Li Jiaqi is a force of nature. Ever since entering the industry, Li has been a trendsetter, his opinions delivered with iconic style. A "Recommended by Li Jiaqi" endorsement can truly change a company's fortunes. Florasis, a Chinese makeup brand, was one such company, quadrupling its sales year-on-year to RMB 2.75 billion after partnering with Li, rocketing them the top of Chinese makeup brands for 2020. Leveraging his powerful influence, Li has led dozens of Chinese brands to nationwide popularity, leading to him being dubbed China's "top domestic product promoter."
Behind Li's to rise to fame are tags such as "Made in China," "makeup," and "lipstick," but deep down, Li has always had a greater ambition. In August last year, Li Jiaqi's team launched China's first livestreaming shopping information and recommendation program, Li Jiaqi WoW, a confluence of information on new products, available globally, across a number of categories. This shift to a more global focus is all part of Li's efforts to import designer brands around the world into China's market. Since then, Li Jiaqi WoW has aired nearly 50 episodes, eliciting a strong response across China's social platforms, such as Weibo, TikTok (Douyin), and Xiaohongshu (RED). The program is expected to further integrate offline channels as it looks to provide designers and brands with better opportunities for promotion.
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