Male beauty blogger finds road to wealth on Taobao
男性美妝博主在淘寶上找到致富之路

Chinese male beauty blogger Li Jiaqi, a post-1990 generation online celebrity who livestreams reviews of lipstick on Alibaba's e-commerce platform Taobao, earned more than 10 million yuan ($1.53 million) over the past year.
中國男性美妝博主李佳琦是一位90后的網絡達人,他通過在阿里巴巴的電商平臺淘寶上直播口紅測評,在這一年中賺了超過一千萬人民幣(折合美元153萬)。

Dubbed "Taobao's king of lipstick", Li needs to test more than 300 types of lipstick on his lips every day during a seven-hour live broadcast, taking no breaks except to drink water or go to the bathroom.
被稱為“淘寶口紅一哥”的李佳琦在每天7個小時的直播過程中需要親自評測超過300種口紅,除了喝水和上廁所之外沒有任何休息時間。

"Many people question me, believing men do not have enough expertise to recommend female beauty products," Li said.
“許多人質疑我,認為男人沒有足夠的專業知識來為女性推薦美容產品。”李佳琦說。

But he believes he has advantages in this field. While many women may find their lips hurt after testing three lipsticks in a row, he can test as many as 380 lipsticks a day.?"Testing lipstick can damage the lips, but I do not treat my lips as lips," Li said. Therefore, his fans have given him the nickname "iron-lipped brother".
但他認為自己在這方面有優勢。許多女性會在一口氣試三支口紅之后發現唇部受傷,但他可以一天測試380支之多。“測評口紅會傷害唇部,但我已經不把自己的嘴唇當做嘴唇了。”李佳琦說。因此,他的粉絲們為他起了“鐵唇哥”的昵稱。

In Li's eyes, helping his fans to buy the most suitable products at the lowest cost is the best part of his job. In addition, sometimes he would ask companies to give coupons to his fans.
在李佳琦眼中,這份工作最好的部分在于幫助他的粉絲用最低的價格買到最適合她們的產品。此外,他有時也會讓產品公司給他的粉絲們提供優惠。

Arranging a live broadcast of beauty product reviews on Taobao cannot be done by Li alone. He has a team of several assistants working for him. Some are in charge of communicating with Taobao shops, while others assist him on livestreaming.
李佳琦一個人是無法在淘寶上運營美妝產品測評的直播的。他有一個團隊,幾位助手為他工作。一些負責與淘寶商家溝通,一些幫助他直播。

At the end of last year, Li was hired as the new media practices instructor at Jiangsu Normal University to open a course called Taobao Writing and Communications.
去年底,李佳琦被江蘇師范大學聘為新媒體實踐指導員,開設了一門叫淘寶寫作及傳播的課程。

For Li Jiaqi, 27, it took less than a year to increase his bank balance to over 10 million yuan ($1.49 million). And he didn't have to do it by robbing a bank.?Rather he made the money by selling lipsticks through livestreaming on video-sharing platforms such as Douyin.?He sold 15,000 lipsticks within 15 minutes of livestreaming, beating billionaire Jack Ma who wanted to compete with Li in a two-hour livestreaming session selling lipsticks.
27歲的李佳琦花了不到一年的時間就賺到了超過一千萬人民幣(折合美元149萬),但他并不是通過搶銀行做到這一點的。相反,他在諸如抖音等視頻共享平臺上通過直播銷售口紅而賺到了這些錢。他曾在直播15分鐘內就賣出了15,000支口紅,擊敗了本希望與李佳琦在兩小時直播過程中競爭售賣口紅億萬富翁馬云。

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The social media influencer wasn't satisfied with the achievement. Li is now the keeper of Guinness World Record for applying lipstick most models in 30 seconds. The video of Li's Guinness World Records challenge is on top of Li's Douyin page, with over 782,000 thumb-ups from the users.
這位在社交媒體紅人并不滿足于這一成就。李佳琦現在是一位吉尼斯世界紀錄保持者,他在30秒內給最多的模特涂上了口紅。李佳琦挑戰吉尼斯世界紀錄的視頻置頂在他的抖音帳號,已經獲得了超過782000個贊。

Social media influencers like Li are certainly a top choice for makeup brands in making their marketing strategies to endorse their products. A report from marketing data technology company AdMaster, released this Thursday, said cooperation with key opinion leaders, or KOL, has become the most popular marketing way of advertisers in China.
像李佳琦這樣的社交媒體紅人無疑是化妝品牌在制定營銷策略推銷他們的產品時的首選。營銷數據技術公司精碩科技這周四發布了一份報告,稱與意見領袖合作已經成為中國廣告商中最流行的營銷方式。

Data from AdMaster show that the number of makeup companies that have paid for KOLs in promoting their products surged by 81 percent. The number is even higher for food companies at 92 percent.
精碩科技的數據顯示,為了推銷產品而雇傭意見領袖的化妝公司數量已經激增到了81%。食品公司數量相比而言甚至更高,達到了92%。

About 40 percent of Chinese consumers have been influenced by KOLs in making purchasing decisions, according to AdMaster's report. Data from PARKLU also show that about 1.5 percent of consumers would make a purchase immediately after KOLs post about products on weibo, one of China's most popular social media platforms.?"Every time Li endorsed certain lipsticks that were new to the market, I wanted to buy them," said 29-year-old Beijing-based Huang Xinyi. "He appeared more trustworthy to me, like a friend or classmate, which make his videos really different to other celebrity endorsements," she said.
根據精碩科技的報告,大約40%的中國消費者在購物時受到了意見領袖的影響。PARKLU的數據同樣顯示,意見領袖在微博(中國最流行的社交媒體平臺之一)上曬出產品后,大約1.5%的消費者會立即進行購買。"每次李佳琦推薦市場上新的口紅,我就想買,"29歲的北京市民黃心怡說,"對我來說,他更值得信任,就像一個朋友或同學,這使得他的視頻與其他名人的代言很不一樣。"

The report from AdMaster also show that advertisers now value KOLs who can offer real reviews instead of giving fake praise. Take Xiaohongshu as an example. The app is quite similar to yelp, but instead of people commenting on stores and shops, they share reviews on brands and products.
精碩科技的報告還顯示,廣告商現在更看重能給出真實反饋的意見領袖,而不是那些只會說虛假的表揚的意見領袖。以小紅書為例,這是一個與Yelp很相似的應用程序,但人們并不對商店做出評論,而是分享自己關于品牌和產品的意見。

Xiaohongshu has grown to be one of the most-quoted Chinese apps. The number of times it was mentioned in reviews or articles surged 719 percent from the beginning of 2018 to the year end, according to AdMaster report.
小紅書已經成為了中國最受歡迎的應用程序之一。根據精碩科技的報告,從2018年初到2018年底,小紅書在評論或文章中被提到的次數激增了719%。

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