Notable Roles | - Beauty Advisor, L'Oréal (Nanchang) |
Key Recognition | TIME100 Next (2021) | Guinness World Record Holder |
Background and Early Foundations
Li Jiaqi, also known as Austin Li, hails from Yueyang in Hunan province. He pursued dance studies at Nanchang University but left before completing his degree. Li began his career as a beauty advisor at L’Oréal in Nanchang, Jiangxi province. In 2017, he transitioned to livestreaming on Taobao, where his dynamic presentations and product demonstrations quickly garnered attention.
Career Milestones and Impact
Year | Milestone |
|---|---|
2017 | Began livestreaming on Taobao, rapidly gaining popularity for his engaging beauty product demonstrations. |
2018 | Set a Guinness World Record for most lipstick applications in 30 seconds (four applications). |
2019 | Achieved sales of over $145 million during Singles' Day shopping festival. |
2021 | Generated $1.7 billion in sales during a 12-hour livestream on Singles' Day. |
2021 | Named in TIME100 Next list, recognizing emerging global leaders. |
- Social Media Following: Over 170 million across platforms.
- Peak Livestream Sales: $1.7 billion in a single 12-hour session.
- Guinness World Record: Most lipstick applications in 30 seconds.
- Monthly Earnings: Estimated between $10–20 million.
- Notable Catchphrase: “OMG, sisters, buy this!” (OMG买它！)
Leadership Style and Influence
Li Jiaqi’s leadership in the livestreaming e-commerce sector is marked by his charismatic presentation style and deep understanding of consumer behavior. His ability to connect with audiences through authentic product reviews and demonstrations has set a new standard for online salesmanship. Li’s approach emphasizes trust-building and relatability, making him a trusted figure among consumers and a valuable partner for brands seeking to reach China’s vast online market.
Legacy and Future Focus
Li Jiaqi has revolutionized the way products are marketed and sold online in China, pioneering a model that blends entertainment with commerce. His success has inspired a new generation of livestreamers and reshaped consumer expectations. Looking ahead, Li aims to expand his influence by mentoring upcoming talents in the industry and exploring new platforms and technologies to enhance the livestream shopping experience.
