Super popular streamer 'Prince Lipstick' sells more than 200 billion yen in one day at 'Single's Day' sale, and system failure due to consumer explosion

In China, November 11th, when the numbers '1' overlap, is called 'Single's Day ', and e-commerce giant Alibaba has been conducting various sales for Singles' Day since October. Meanwhile, it is reported that a super popular streamer called 'Prince Lipstick ' sold 12 billion yuan (about 214 billion yen) in just one day on the distribution platform of Taobao , an online shopping mall under Alibaba. I did.

Start of China's Singles' Day Season Sees Billions Spent on Livestream Sales --Bloomberg
https://www.bloomberg.com/news/articles/2021-10-21/china-s-lipstick-brother-livestream-has-record-2-billion-day

Singles' Day is said to be an event that originated from the jokes of college students, and it was the day when singles held parties and gave gifts. It is reported that Chinese e-commerce sites such as Alibaba, which took notice of it, began to carry out large-scale sales on November 11, and recorded sales of 7.9 trillion yen in 2020. increase.

Alibaba records sales of 7.9 trillion yen on 'Single's Day' sale --GIGAZINE

On October 20th, the first day of the 2021 Singles' Day sale, Taobao's promotional distribution platform 'Taobao Live' featured the super popular promotional streamer 'Li Jiahui (Prince Lipstick)'. At Taobao Live, various streamers introduce products via live distribution, and consumers can purchase products they like by viewing the products in detail through live distribution or asking the streamers in the comments. ..

Mr. Lee Jiahui is a sales promotion streamer for Taobao Live and a person with a career as a beauty advisor who serves customers at L'Oreal. His abundant knowledge about cosmetics, easy-to-understand talks, and his performance of applying lipstick himself while being a man have gained popularity, and he is nicknamed the Prince of Lipstick.

On the first day of the Singles' Day sale, Prince Lipstick, who performed a live promotional live stream at Taobao Live, held a 12-hour 'delivery marathon' and recorded 250 million views. According to preliminary data compiled by Taosj.com, which analyzes e-commerce site commercial transaction data, daily sales have reached 12 billion yuan. Lee posted to Sina Weibo, 'Usually the number of views is 20 million times a day, but today it was 250 million times. Girls, where are you from?'

In addition, the sales promotion streamer 'Wei', which was distributed at Taobao Live on October 20, sold 8 billion yuan (about 140 billion yen) in a 14-hour distribution marathon, and 'Yukinashi' was 1.2 billion yuan. It seems that they sold a product (about 21 billion yen). Jason Yu, global manager of market research firm Kantar Worldpanel , said, 'Consumer motivation is very high. Leading live broadcasters are getting more attention in the market.'

On the night of October 20th, when such an enthusiastic explosive purchase took place, a system failure occurred in Taobao for 20 minutes. According to Taobao's announcement, this is due to the heavy traffic generated by the 'enthusiastic' consumers who have begun the sale and packed into the platform.

Alibaba's Taobao runs into 20-minute system breakdown as presales for Singles' Day festival kick off | South China Morning Post
https://www.scmp.com/tech/big-tech/article/3153151/alibabas-taobao-runs-20-minute-system-breakdown-presales-singles-day