Content emerges as new driver of Chinese e-commerce

Li Jiaqi, a 27-year-old video blogger, is known as the “Lipstick King” in China.

He rose to fame for selling over 15,000 of the essential cosmetic item in five minutes, a striking number compared with few hundreds the former L’Oréal makeup artist could achieve per day at brick-and-mortar outlets of the French cosmetics brand.

Li is among a growing number of online content creators who are contributing to and cashing in on the integration of content production and e-commerce industry in China.

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