Ask any young person in China if they know about Austin Li and the answer is most likely yes. With 19 million followers on TikTok, 1.7 million on Weibo and more than 1.6 million people watching him sell cosmetics on Taobao from his Shanghai studio every evening at 8pm, Li is perhaps the most famous livestreamer right now.
如果你問中國的一位年輕人他是否知道李佳琦,最有可能的回答是“知道”。他在抖音上有1900萬粉絲,微博上有170萬粉絲,每晚8點都有超過160萬人觀看他在上海工作室通過淘寶賣化妝品。李佳琦大概是現在最火的主播。

Who is Austin Li?
誰是李佳琦?

Lipstick King: The man who sells most lipsticks in China.
口紅一哥:中國賣口紅最多的男人。

Li was born in 1992 in Hunan province. After studying dance at university and selling L’Oréal cosmetics on the side, Li became a full-time livestreamer for Taobao in 2017 and his stardom has grown steadily ever since. Once, Li reportedly applied upwards of 380 lipsticks during a two-hour livestream session. Within 15 minutes, 15,000 tubes were sold. Speaking with a husky voice, Li is energetic, funny and unassuming. He’s also meticulously careful about his appearance.
1992年,李佳琦出生在湖南省。他大學學習舞蹈,做過歐萊雅的專柜顧問,2017年他成為了淘寶的一名全職主播,隨后人氣穩步上升。據稱,李佳琦曾在2小時的直播過程中試了380支口紅。15分鐘之內,就賣出了15000支。李佳琦聲音有些沙啞,但充滿活力,有趣而平易近人。他還十分細致地保養自己的外表。

"Wearing an LV bag is not as good as wearing an Armani 400 lipstick for a girl. Why? The first thing a man sees in you is the color of your lipstick, not your bag," Li said on a livestreamed show, Sina News reported.?
據新浪新聞報道,李佳琦在一次直播上說:“對女孩子來說,拎LV包不如涂一支阿瑪尼400的口紅。為什么?因為男人第一眼看見的是你嘴唇的顏色,而不是你的包。”

Li once managed to sell 15,000 lipsticks in 15 minutes, he?also set a Guinness World Record on September 6 by successfully putting on lipstick on four people in 30 seconds.?On March 8, also called the Queen's Day in China, he closed 23,000 deals worth 3.53 million yuan ($508,668) in a five-and-a-half-hour livestream show viewed by 190,000 people.?
李佳奇曾經在15分鐘內賣出了15000支口紅,他還在9月6日創造了一項吉尼斯世界紀錄,在30秒內成功給4個人涂了口紅。在3月8日,也就是中國的“女王節”,他進行了五個半小時的直播,有190000觀眾,達成了價值353萬人民幣(508668美元)的交易額。

What made him stand out?
是什么使他如此突出?

'Haohaokan' (too pretty to look at) and 'OMG, your lips are a piece of art' may seem overdramatic, but they've become his trademark lines, showing his natural aptitude for entertainment and sales. He also seems to be impartial when it comes to recommendations, which can be hard to find in the current livestream landscape. If he’s not into a particular product, his blunt criticism of big brands helps convey the image of trustworthiness.
“好好看”和“天哪,你的嘴唇簡直是藝術品”可能聽起來有一些夸張,但這已經成為了他的標簽,表現出他在娛樂和銷售方面的天賦。當進行推薦時,他也顯得非常公正,這在當下的直播界中是少有的。如果他不喜歡某個產品,他就對大品牌直言不諱地批評,這塑造了一個值得信賴的形象。

Finally, he seems to understand female consumers. Some have expressed a desire for fairer skin. Others want to mimic the lifestyles of the rich and famous. As a result, his broadcasts include lines like 'Girls with darker skin will look fairer if they use this shade,’ or ‘A certain celebrity uses this exact same lipstick.'
最重要的是,他能夠理解女性消費者。有一些女性表現出了對白皙皮膚的渴望,還有一些想要模仿富豪名流的生活方式。因此,他在直播中會說出像“黑皮膚的女生用這種陰影也會顯白。”或者“某一個明星就用了這種口紅。”這樣的話。

What does Austin Li's fame say about the future of livestream sales in China?
李佳琦的走紅對中國未來的直播銷售有什么啟示?

Li has proven that he can turn viewers into buyers. According to the?South China Morning Post, Taobao’s livestreaming platform has a conversion rate of 32 percent, an almost unheard of rate (a?2016 study?by Grapevine put the average influencer conversion rate at just 2.6 percent in the US).
李佳琦證明了他能夠把觀眾轉變為消費者。據南華早報稱,淘寶直播平臺的轉化率為32%,這幾乎是前所未有的(在葡萄藤2016年的研究中,美國網絡紅人的平均轉化率僅為2.6%)。

Technode?also recently reported that Tencent has grand plans to expand livestream business Taobao Live this year, with goals to push annual sales north of 1 billion RMB, and will provide professional training for 1,000 livestreamers across multiple platforms and product categories. Looks like we can safely say there are plenty more Austin Li's on the way.
TechNode最近還報道說,騰訊計劃今年擴大淘寶直播的業務,目標是將年銷售額提高到10億元以上,并將為1000名不同平臺和產品類別的直播人員提供專業培訓。看來我們可以放心地說,未來還會有很多的“李佳琦”。

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