The cult live broadcast star in China, Li Jiaqi, has resurfaced on the Taobao e-commerce platform after a month-long hiatus.
According to Nikkei Asian Review, online sales star (livestream) Ly Giai Ky has suddenly resurfaced on Alibaba Group Holding’s Taobao e-commerce platform after more than 3 months of silence.
Previously, Giai Ky’s on-air schedule was cut after he got involved in a controversy promoting politically sensitive products. This star’s information has also since been lost.
Ly Giai Ky is known as the “lipstick king” thanks to selling 15,000 lipsticks in 5 minutes on Taobao. After she resurfaced, she did not reveal any information.
In his first live broadcast show since his disappearance on September 20, Ly Giai Ky attracted more than 60 million viewers, 3 times the previous average traffic.
Sales live streams are often tied to KOL’s influence on social networks and have become popular in China over the past few years. Li Jiaqi is considered one of the leading stars of this industry.
‘Lipstick King’ reappears
During last year’s Singles Day sale, Giai Ky’s charisma helped stores sell $1.9 billion in just one day.
However, on-air KOLs are often problematic, especially with regard to tax evasion. Last December, Viya (36), whose real name is Huang Wei and the “queen” of the on-air industry, disappeared overnight after being fined 1.34 billion yuan for tax evasion by the Hangzhou city government.
According to the General Directorate of China Tax Administration, Viya hid her personal income and did not transparently declare her income level. In addition to tax evasion of 643 million yuan, it did not make other payments of 60 million yuan.
Two other top KOLs, Zhu Chenhui, aka Xueli Cherie and Lin Shanshan, were also fined for the same crime and removed from China’s online channels in 2021.
According to analyst Chelsey Tam, Li Jiaqi’s return to silence is a test of the Chinese government’s response.
Alibaba has had to bet live as it grapples with slowing growth and increasing competition from competitors like JD.com and Pinduoduo, as well as short video platforms like Douyin and Kuaishou.