Chinese voices: The price of e-commerce fame

4 min read
E-commerce livestreaming star outsold Jack Ma in a lipstick promotion battle
E-commerce livestreaming star outsold Jack Ma in a lipstick promotion battle, captured from Douyin (Image credit: Jordan Schneider)

As an outgoing foreigner, Chinese friends inevitably tell me I should become a wanghong, an internet celebrity along the lines of a Karshasian, a Kloss or a Pewdiepie. But a streamer’s life isn’t all free trips and unlimited product samples. This longform dive into the life of e-commerce livestreamers shows the downside of internet fame in China, how market pressures end up turning livestreaming into something all-consuming.

So who is Li Jiaqi?

.pay { position: relative; } .mask { height: 150px; margin-top: -170px; background: linear-gradient(to top, #fff 0%, rgba(255, 255, 255, 0) 100%); } .card { background-color: #f7f7f7; } .card-body { padding: 36px; } .card-text { margin-top: 0; } .card-body .btn { width: 250px; } @media (max-width: 959px) { .card-body { padding: 24px; } .card-body .btn { margin-left: 44px; } }

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