‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily.

Live-streaming KOL meltdowns: what we can learn from Weibo star Li Jiaqi’s viral sticky egg ‘non-stick’ frying pan humiliation

Brands can reach new audiences effectively by partnering with trusted KOL influences – but there are risks involved, as lipstick-loving Li Jiaqi’s infamous frying pan embarrassment proves

Topic |   Fame and celebrity

TOP PICKS

‘Buy it!’ – the signature quote of top Chinese KOL Li Jiaqi, who set the record of selling 15,000 lipsticks within five minutes. Photo: @李佳琦Austin via Weibo. Illustration: Haitong Zheng/Jing Daily.
READ FULL ARTICLE
Jing Daily

Jing Daily

Launched in 2009, Jing Daily is a leading digital publication on luxury consumer trends in China. Professionals seeking to understand China’s complex and rapidly evolving luxury industry look to Jing Daily for fresh and accurate insights. They publish up-to-the-minute news updates, reports on key trends, insights from leading industry figures, and in-depth analysis on this vitally important market.