China's No. 1 Beauty Influencer Single-day GMV $1.7 Bn
- Chaileedo Press
- Oct 26, 2022
- 3 min read
On October 24, the Chinese E-commerce Double 11 Shopping Festival kicked off. As in 2021, the live streaming once again became one of the main battlefields of the Double 11 Shopping Festival. And Li Jiaqi is in a league of his own among live streaming on Taobao this year.
According to the data of Taobao live streaming replay, on October 24, viewing volume of Li Jiaqi’s live streaming reached 465 million, refreshing the record of 157 million on the first day of this year's Chinese 618 Shopping Festival. This reflects that, as an absolute super-head anchor in the field of live streaming, Li Jiaqi still has a strong ability to attract traffic.
As the opening show of the Tmall Double 11 Shopping Festival, the theme of the first day of Li Jiaqi pre-sale is "Super Beauty Festival", Chinese domestic and foreign beauty brands gathered. Specifically, the first day of pre-sale, Li Jiaqi live streaming has a total of 267 beauty and personal care products links, of which 208 links belong to imported brands, the remaining 59 links for Chinese domestic products, the proportion of Chinese domestic products is 27.88%, compared to this year's 618 pre-sale of 50 Chinese domestic beauty products links, 22.73% of the proportion has increased.
According to CHAILEEDO statistics found that as of 24:00 p.m. on October 24, the estimated total amount of beauty and personal care products sold by Li Jiaqi on the first day of pre-sale is about 12.3 billion yuan(about $1.7 billion)(calculated by multiplying the lowest live price of products by the number of sold pieces shown in real time, where the number of pieces is calculated according to 100,000 pieces if the page shows sales volume of 100,000+ units). Compared with Li Jiaqi's first day sales of 11.54 billion yuan(about $1.6 billion) in 2021, Li Jiaqi's first day sales of beauty category this year have exceeded the total sales of last year's first day pre-sale.
It is worth mentioning that this year, the number of products of Chinese domestic brands Winona and Proya are both 8 in Li Jiaqi’s live streaming, and the number of products of Chinese brand Quadha is also 6, second only to L'Oreal (15), Estee Lauder (13), Lancome (12) and OLAY (10), which also shows that the head Chinese domestic brands already have the possibility of competing at the same level as imported brands during the shopping festival.
According to the latest official data from Tmall, on the first day of pre-sale of this year's Chinese Double 11 Shopping Festival, pre-sale turnover of four beauty brands reached over 1 billion yuan(about $137 million), 10 beauty brands over 500 million(about $68.5 million), 56 beauty brands over 100 million(about $13.7 million), and 52 single products over 100 million(about $13.7 million). That is to say, the top 4 brands on Tmall pre-list in beauty industry on Tmall is L'Oreal, Lancome, Estee Lauder and Winona. Their pre-sale turnover have exceeded 1 billion yuan(about $137 million).
As far as the beauty and skincare segment is concerned, unlike 2021 when Winona was the only Chinese domestic brand in the Tmall Double 11 pre-sale beauty and skincare list TOP10, this year three brands - Winona, PROYA and Quadi - all entered the top 10. L'Oreal is still at the top of the list, while Winona rose to No. 2 from No. 5 in 2021, overtaking Lancôme and Estée Lauder. PROYA and Quadha ranked No. 5 and No. 7, respectively. In addition, the well-known Chinese domestic brands CHANDO and INOHERB also entered the Top 20, ranking No. 18 and No. 19, respectively.
CHAILEEDO noticed that the five Chinese brands listed in the TOP20 of the Tmall Double 11 pre-sale beauty and skincare list also had good performance in Li Jiaqi's live streaming as well. If roughly calculated by multiplying the lowest live-stream price by the number of pre-sale pieces, at least 8 Chinese domestics brands with GMV over 100 million yuan(about $13.7 million) were created in Li Jiaqi's live streaming. Among them, Quadha completed a GMV of 613 million yuan(about $84 million), Winona completed a GMV of 524 million yuan(about $71.8 million), PROYA also achieved a GMV of 491 million yuan(about $67.3 million), GMV of CHANDO, OSM, Zhu Ben, and INOHERB have exceeded 100 million yuan(about $13.7 millioin) in Li Jiaqi live streaming.
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