Celebrity livestreamer reaps benefits of inclusivity

When Li Jiaqi first started livestreaming promotions for cosmetics in Shanghai four years ago, this model of e-commerce was still in a nascent stage, and most people did not fully understand how it worked.

Determined to make an impact, the young man from Yueyang, Hunan province, spent up to eight hours per day promoting products online and held up to 389 livestreaming events a year. In one event, he demonstrated 380 different lipsticks.

That kind of tenacity eventually paid off, and today, Li is arguably the most well-known internet celebrity in China.