China Wine

These are the Chinese influencers outselling wine importers

Here are the three influencers in China who are outselling wine merchants.

Li Jiaqi

Li Jiaqi or Austin Li is known as King of Lipsticks in China for his animated and engaging skills of selling lipsticks

Li Jiaqi, known as “King of Lipsticks” in China, sold 15,000 lipsticks within five minutes through Taobao’s livestreaming platform, a record that remains unbreakable. Li, a 27-year-old internet star with a huge personality looks like a cross between American beauty influencer Jeffree Star and Korean boy band BTS. He started out as a beauty assistant at a L’Oreal shop and found his fame through livesteaming in 2017. Today Li has over 42 million followers on Douyin, the Chinese version of tik tok, and 9 million of followers on Sina Weibo.

According to Chinese media reports, he made roughly RMB 200 million (US$28.2 million) in profits in 2019 from online sales primarily with but not limited to beauty products, prompting a Chinese report to marvel that he outperformed 60% of listed companies in China.

To put it in perspective, EMW Fine Wines, a leading wine and spirits importer operating in Greater China, achieved annual wine sales of estimated RMB 100 million in 2017, according to an Ernst & Young report. Hong Kong’s Burgundy specialist L’Imperatrice says its revenue is HKD 205 million in fiscal 2019.

Li’s clout in drawing consumers did not just limit to beauty products. He’s since branched out into snacks, kitchen ware, clothing and alcoholic beverage including wine. The sales results are equally staggering.His credibility took a hit last year when during a livestreaming to push for sales of non-sticky pan, the trial egg however very much glued to the saucepan and failed the non-sticky test. 

However, the mishap did not seem to diminish his appeal. Late last year in one livestreaming to promote Chinese New Year products, Li sold 20,000 cases (6 bottles a case) of Chinese state-owned winery GreatWall’s red wine, Beiwei 37, within 30 seconds, describing the wine of having notes of raspberry and cherry, according to Chinese drinks publication Yun Jiu Tou Tiao (云酒头条)

In another collaboration with Jiangxiaobai, a Chinese distillery of Baijiu in southwestern Chongqing, sold 200,000 bottles of the distillery’s latest product, plum wine, within minutes during the coronavirus outbreak.

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1 comment on “These are the Chinese influencers outselling wine importers

  1. Panda Buddy

    Interesting article about Chinese influencer! We’ve updated a new article on social media in China, feel free to check it out!

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