Austin Li, China‘s biggest live stream star, quietly returned to Tmall after disappearing for more than three months.
shopping event, on Nov. 11. During last year’s Singles’ Day, Li generated 10.65 billion renminbi, or $1.56 billion, in gross merchandise value, the equivalent to what several physical retailers make in a year combined.
“With his tens of millions of dedicated followers, his livestreams and associated discounts are a major draw for Tmall as it fends off a challenge from Douyin,” said Jacob Cooke, chief executive officer of WPIC, a Beijing-based“However, his return doesn’t stop the shift toward brands prioritizing owned livestream content, which is better for their margins and allows them to own the interaction with consumers,” said Cooke.
According to Cooke, star livestreamers usually demand a steeper discount on products and charge a 20 percent commission plus a service fee.
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