Li Jiaqi: Once the King of Lipsticks
Li Jiaqi, a prominent Chinese beauty influencer. He first rose to fame for selling cosmetics on live-streaming platforms, particularly excelling in selling lipsticks, which earned him the nickname “Lipstick King.” Li Jiaqi can prompt immediate purchases from women with just a few words. He once sold 8,000 sets of cosmetics within one second, achieving a sales volume of 2.28 million CNY, and holds the Guinness World Record for “Most Lipstick Applications in 30 Seconds.” As of September 13, 2023, at 10:20:41, Li Jiaqi’s account reached a peak of 120 million followers, including 44.41 million on TikTok and 29.84 million on Weibo.
TikTok (Chinese Version)
Li Jiaqi’s success on TikTok can be attributed to his effective communication strategies. In his live streams and videos, Li Jiaqi consistently identifies women’s needs for cosmetics and accurately describes the challenges and pain points they face when applying makeup. He then recommends suitable products to help resolve these issues. His professional expertise in makeup has earned the trust of many women. Furthermore, he personally uses the cosmetics in his live streams, showing customers the products in use and informing them about their pros and cons. He also actively engages in conversations with customers, addressing their query about the products. His transparency and sincerity have earned him a substantial female fan base.”
Weibo (A platform like Twitter)
“Li Jiaqi’s posts on Weibo, showcasing his good skin condition, further increased customers’ trust in his cosmetics. Moreover, his content often includes various discount activities. In his posts, he frequently uses phrases like ‘free giveaways’, ‘110,000 yuan in cash’, and ‘red packets’, leading customers to believe that Li Jiaqi is genuinely helping them save money and making cosmetics affordable for everyone. This is also why his fans are so loyal to him.”
Miscommunication
“Recently, some customers complained on TikTok to Li Jiaqi, about the high prices of his products. He made shocking statements, including, “I’m the top one beauty vlogger, I don’t care about your order”, “It’s not my fault, think about your own reasons, has your salary increased after working so many years?” and “Your monthly salary is only 5000 CNY, you don’t deserve to buy LA MER (A luxury cosmetics brand).” These statements have damaged his image in the eyes of her fans and deeply hurt the women who once trusted him.” Therefore, his TikTok followers dropped by 10 million.
Improvements and Suggestions
“When faced with customer complaints, Li Jiaqi should provide solutions to customers instead of blaming customers. Additionally, when communicating on social media, it’s essential to avoid using any discriminatory statements, because social media always amplifies the negative impact of any harmful speech. Finally, while he has a large presence in China, if he wants to further expand overseas, he can start by influencing the Chinese community in Southeast Asia through Instagram and TikTok (oversea version), and then gradually expand his influence to other regions.
