Who is Austin Li?誰是李佳琦?

誰是李佳琦?

Lipstick King: The man who sells most lipsticks in China.

口紅一哥：中國(guó)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(xué)學(xué)習(xí)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(wěn)步上升。據(jù)稱，李佳琦曾在2小時(shí)的直播過程中試了380支口紅。15分鐘之內(nèi)，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(xì)致地保養(yǎng)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(jù)新浪新聞報(bào)道，李佳琦在一次直播上說：“對(duì)女孩子來說，拎LV包不如涂一支阿瑪尼400的口紅。為什么?因?yàn)槟腥说谝谎劭匆姷氖悄阕齑降念伾?，而不是你的包?rdquo;

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(jīng)在15分鐘內(nèi)賣出了15000支口紅，他還在9月6日創(chuàng)造了一項(xiàng)吉尼斯世界紀(jì)錄，在30秒內(nèi)成功給4個(gè)人涂了口紅。在3月8日，也就是中國(guó)的“女王節(jié)”，他進(jìn)行了五個(gè)半小時(shí)的直播，有190000觀眾，達(dá)成了價(jià)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(jiǎn)直是藝術(shù)品”可能聽起來有一些夸張，但這已經(jīng)成為了他的標(biāo)簽，表現(xiàn)出他在娛樂和銷售方面的天賦。當(dāng)進(jìn)行推薦時(shí)，他也顯得非常公正，這在當(dāng)下的直播界中是少有的。如果他不喜歡某個(gè)產(chǎn)品，他就對(duì)大品牌直言不諱地批評(píng)，這塑造了一個(gè)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(fèi)者。有一些女性表現(xiàn)出了對(duì)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(huì)說出像“黑皮膚的女生用這種陰影也會(huì)顯白。”或者“某一個(gè)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(duì)中國(guó)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(zhuǎn)變?yōu)橄M(fèi)者。據(jù)南華早報(bào)稱，淘寶直播平臺(tái)的轉(zhuǎn)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(guó)網(wǎng)絡(luò)紅人的平均轉(zhuǎn)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(bào)道說，騰訊計(jì)劃今年擴(kuò)大淘寶直播的業(yè)務(wù)，目標(biāo)是將年銷售額提高到10億元以上，并將為1000名不同平臺(tái)和產(chǎn)品類別的直播人員提供專業(yè)培訓(xùn)?？磥砦覀兛梢苑判牡卣f，未來還會(huì)有很多的“李佳琦”。