Li Jiaqi, one of China’s top live-streamers, goes by the nickname ‘lipstick king’. Photo: Handout Li Jiaqi, one of China’s top live-streamers, goes by the nickname ‘lipstick king’. Photo: Handout
Li Jiaqi, one of China’s top live-streamers, goes by the nickname ‘lipstick king’. Photo: Handout
E-commerce
Tech

Steep discounts and KOL endorsements have supercharged live-streaming sales in China, but are the merchants making money?

  • For one show, it cost US$43,000 in fixed fees and 25 per cent commission on sales to hire a popular live-streamer to promote a European brand
  • The live-streaming market will be worth 961 billion yuan in 2020, according to an iiMedia report

Topic |   E-commerce
Minghe HuTracy Qu
Minghe Hu in Beijing and Tracy Qu

Updated: 6:26am, 17 Jul, 2020

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Li Jiaqi, one of China’s top live-streamers, goes by the nickname ‘lipstick king’. Photo: Handout Li Jiaqi, one of China’s top live-streamers, goes by the nickname ‘lipstick king’. Photo: Handout
Li Jiaqi, one of China’s top live-streamers, goes by the nickname ‘lipstick king’. Photo: Handout
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