The Salaries of Chinese Influencers are Showing a Downward Trend

“This year, the salaries of live streamers have decreased significantly, with a decline of at least 30% to 40%. “ Recently, several industry insiders have reported to CHAILEEDO that since the beginning of this year, the salaries of live-streaming salespeople have generally declined.

Some industry insiders have revealed that since the Double 11 event last year, the salary levels of a large number of live streamers on the Taobao platform have shown signs of decline. “Many live streamers who used to earn a monthly salary of 20,000 yuan($2,888) can now only earn just over 10,000 yuan($1,444).” he said.

According to the 2022 Double 11 E-commerce Talent Data Report, in 2022, the recruitment budget of e-commerce industry-related employers decreased, the demand for positions increased by 9% compared to the same period last year, while the average monthly salary decreased by 5% year-on-year.

Public data shows that in 2021, the total size of China’s live-streaming e-commerce industry reached 1201.2 billion yuan ($173.46 billion) and is expected to reach 2137.3 billion yuan ($308.64 billion) by 2025. CHAILEEDO DATA shows that in 2022, the number of beauty influencers increased by 40% year-on-year, total voice volume increased by 74% year-on-year, and total interaction volume increased by 78% year-on-year.

It is well known that since 2016, China’s online live-streaming industry has experienced a period of rapid development and has gradually matured. Video teams are showing a trend of centralization and specialization. With the joint supervision of national authorities in recent years, the introduction of multiple regulatory regulations, and the spontaneous promotion of leading MCN organizations, the live-streaming industry is facing a new development turning point.

On the other hand, with the development of AI technology, live-streaming salespeople also need to have a sense of crisis. Currently, AI and Chat GPT have become the focus of investment institutions, and in the future, the number of companies using artificial intelligence to replace human live streamers will increase significantly. It is reported that Helena Rubinstein’s JD Mall has already tested the waters with AI live streamers.

From the overall environment of live-streaming sales, the current salary reduction of live-streaming salespeople may be just one of the initial manifestations of the standardized development of the live-streaming industry. As the standardization of the live-streaming industry deepens, the live-streaming e-commerce industry will inevitably upgrade to a professional development stage.