Austin Li Jiaqi, known as the “Lipstick King,” is a trailblazer in the world of live streaming and e-commerce. His journey from a shop assistant to a social media phenomenon showcases the transformative power of personal branding and digital marketing in the beauty industry.
Early Beginnings Born in Yueyang, Hunan province, Li Jiaqi’s early interest in dance led him to Nanchang University. Although he didn’t complete his degree, the skills and confidence gained would later become instrumental in his live streaming career.
Rise to Fame Li’s career took a pivotal turn in 2017 when he started live streaming on Taobao. His unique approach to selling—applying hundreds of lipsticks in marathon sessions—captivated audiences. His record-breaking feat of applying lipstick four times in 30 seconds earned him a place in the Guinness World Records and the moniker “Lipstick King.”
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Sales Sensation Li’s ability to generate massive sales became evident on Singles’ Day 2021, where his 12-hour livestream resulted in an unprecedented $1.7 billion in sales. His dynamic personality and catchy phrases like “OMG sisters, buy this!” resonated with viewers, translating into colossal sales figures that even surpassed those of Alibaba’s Jack Ma.
Social Media Influence By March 2021, Li had amassed over 35 million followers on TikTok and seven million on Sina Weibo. His monthly earnings were estimated between $10–20 million, reflecting his significant influence. By June 2022, his following had surged to 170 million, and he was recognized on the Time 100 Next list, underscoring his impact on the global stage.
Controversies and Challenges Li’s career, however, has not been without controversy. An incident during a livestream in June 2022, involving an ice cream cake shaped like a tank, led to speculation and an abrupt end to the broadcast. The event sparked discussions about censorship and the delicate balance influencers must maintain in the public eye.
Legacy and Influence Despite the challenges, Li Jiaqi’s story is one of digital age success. His innovative approach to live streaming has revolutionized the way beauty products are marketed and sold. His deep connection with his audience has not only made him a household name but also a symbol of the power of social media in shaping consumer behavior.
Austin Li Jiaqi’s biography is a testament to the potential for individual creativity and charisma to disrupt traditional marketing and sales paradigms. His journey from a modest shop assistant to a global influencer highlights the opportunities that the digital landscape offers to those who can effectively engage and inspire a digital audience. Li’s story is a modern-day “rags to riches” tale that continues to evolve and inspire entrepreneurs and influencers around the world.
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