Austin Li's First Re-live Streaming, 2 Hours with ¥130m
- Chaileedo Press
- Sep 21, 2022
- 2 min read
At 19:00 on September 20, China's "Lipstick King" Austin Li officially resumed live streaming.
As a Taobao super top anchor, Austin Li’s live streaming has been suspended for 109 days. This time, in his comeback to Taobao live streaming, more than 60 million people watched in nearly 2 and a half hours. Brands such as Florasis, CHANDO, and QuadHA all appeared in this live streaming.
In his first re-live streaming, he once again proved his ability for e-commerce. The first item on the shelves was a cell phone holder, and 40,000 pieces of the stock were sold out in one minute. According to China Cosmetics News, a total of 26 items hit the shelves in this live streaming, with a GMV of over 130 million yuan ($18 million).
Austin Li was thought to be the last surviving super top anchor after another Taobao super top anchor Viya was banned for tax issues last December. However, on the night of June 3 this year, his live streaming was suddenly interrupted. Since then, Austin Li's live streaming has been suspended and his personal social media platform has not been updated. From then on, after Austin Li's "disappearance", the rumors about his comeback have never stopped.
This year's 618 shopping festival, in the situation where there is no super top anchor for live streaming e-commerce, many beauty brand’s performance has been greatly affected. Industry professionals have confessed that "the performance of 618 shopping festival is very dismal". A Chinese brand then claimed in its 2022 semi-annual report that the impact of the pandemic on the supply chain in the first half of the year, superimposed on the impact of the lack of super top anchors, made the skin care category revenue fall by 34.84% year-on-year.
From Perfect Diary to Florasis, and the QuadHA under Bloomage Biotechnology, Austin Li has brought many Chinese national brands to go viral. "5,000 KOC trial recommendations + 2,000 KOL Q&A + cooperate with Austin Li or Viya = a new brand" was also the growth formula for many new brands. Therefore, for many new brands, the loss of Austin Li means the loss of an important sales channel.
Previously, Ali has officially announced that the "2022 Tmall Double 11 Global Carnival Season" will open pre-sale at 8 pm on October 24. However, several industry sources reflected to CHAILEEDO that the performance of this year's Double 11 shopping festival is not optimistic.
"The previous Double 11 festival traffic was huge, but now it has been scattered. And without the top anchors, the aggregation effect has decreased. Originally, the festival was a matter of losing money to gain more attention, but now brands can't afford it and have to pursue profits," Li Daoyang, the general manager of Guangzhou Liji Packaging Technology Co., Ltd. analyzed it like this.
According to the Taobao anchor sales list, in 2021, in the Double 11 shopping festival pre-sale live streaming on the first night, Austin Li’s sales achieved 10.653 billion yuan ($1.512 billion), and view counts reached 250 million.
Some industry insiders believe that Austin Li's official re-live streaming will be a booster in the market, especially the driving meaning for some beauty brands will be more obvious. From the popularity of the first re-live streaming, with Austin Li's comeback, may also drive some consumers' revenge consumption.
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