Distributing activity stopped for unknown reasons due to popular influencer 'Lipstick Aniki' with 170 million followers
As a beauty influencer, TikTok alone has more than 35 million followers, and Weibo and others have more than 170 million followers. The activity has been suspended since the delivery on Friday, March 3rd. It is explained that the delivery was interrupted due to a technical problem, but the scheduled delivery after that has not been done.
Top China Livestreamer Li Jiaqi Goes Offline After Bringing Out “Tank Cake” --Bloomberg
Chinese Influencer's Ice-Cream Pitch Inadvertently Introduces Fans to Tiananmen Square Massacre --WSJ
https://www.wsj.com/articles/chinese-influencers-ice-cream-pitch-inadvertently-introduces-fans-to-tiananmen-square-massacre-11654442707
Why a Top Chinese Influencer Got Taken Offline – Foreign Policy
https://foreignpolicy.com/2022/06/08/china-influencer-censorship-li-jiaqi-lipstick-king-tiananmen/
Mr. Lee Jiahui is an influencer who started distribution activities in 2017. Taking advantage of her career as a clerk at the cosmetics company L'Oreal, she introduces her lipstick with rich expressions and applies her own lipstick. Known by the nickname of. In 2021, he was named one of Time Magazine's '100 Most Influential Next Generations in the World .'
However, on June 3, 2022 (Friday), when Mr. Lee showed the ice cake of the ice brand 'Viennetta' in the distribution, the distribution was interrupted and it ended without returning.
Lee reported on the microblogging Weibo that the end of delivery was due to a technical issue, but there was no next delivery scheduled for Sunday, June 5th.
Few people who were watching the distribution at that time came up with the reason why the distribution was interrupted, and it was rumored that there was a tax evasion problem that is common among rich Chinese people at the beginning. However, after that, the theory emerged that 'the shape of the ice cake looked like a tank.' In China, 'tank' is a keyword that criticizes the Tiananmen Square incident, and just before and after June 4, when the Tiananmen Square Incident occurred, the Chinese government deleted photos of tanks posted online. that's right.
Lee Jia-Ban Direct Sowing Time Last year's 售 卖 卖 卖卖牌 牌 Snow 糕
— Bigguguji (@ bigguguji1) June 4, 2022
Mr. Lee's SNS account etc. are maintained, but even if you search for Mr. Lee's name on a search engine or shopping site, no information comes out.
It's unclear if Lee will resume activity in the future, but news site Quartz follows Viya, who also stopped distribution activity for distribution platform Taobao in 2021 due to tax evasion. It is pointed out that the withdrawal of all top influencers will be a big blow.
In addition, Mr. Lee has contracted with many brands in China to generate big sales, for example, in the case of 'Single's Day' known as a big sales battle, in 2021 it will be delivered for 12 hours and it will be $ 1.7 billion ( We have a track record of selling (about 220 billion yen). In another big sales battle '6.18 Shopping Festival', 2021 sold 611 million dollars (about 82 billion yen) on the first day alone, breaking the past record, and each brand is an alternative sales channel You need to look for.
According to Quartz, independent consumer analyst Tang Xiaotang said, 'I think the tendency to pursue top live streamers is over and we will develop in the direction of further diversification.' This is not so widely known and low fees influencers are developing attractive means of attracting viewers, while top influencers' fees are becoming huge and unprofitable. It seems that it is coming.
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