Male beauty blogger finds road to wealth on Taobao
男性美妝博主在淘寶上找到致富之路

Chinese male beauty blogger Li Jiaqi, a post-1990 generation online celebrity who livestreams reviews of lipstick on Alibaba's e-commerce platform Taobao, earned more than 10 million yuan ($1.53 million) over the past year.
中國(guó)男性美妝博主李佳琦是一位90后的網(wǎng)絡(luò)達(dá)人，他通過在阿里巴巴的電商平臺(tái)淘寶上直播口紅測(cè)評(píng)，在這一年中賺了超過一千萬(wàn)人民幣（折合美元153萬(wàn)）。

Dubbed "Taobao's king of lipstick", Li needs to test more than 300 types of lipstick on his lips every day during a seven-hour live broadcast, taking no breaks except to drink water or go to the bathroom.
被稱為“淘寶口紅一哥”的李佳琦在每天7個(gè)小時(shí)的直播過程中需要親自評(píng)測(cè)超過300種口紅，除了喝水和上廁所之外沒有任何休息時(shí)間。

"Many people question me, believing men do not have enough expertise to recommend female beauty products," Li said.
“許多人質(zhì)疑我，認(rèn)為男人沒有足夠的專業(yè)知識(shí)來(lái)為女性推薦美容產(chǎn)品?！崩罴宴f。

But he believes he has advantages in this field. While many women may find their lips hurt after testing three lipsticks in a row, he can test as many as 380 lipsticks a day.?"Testing lipstick can damage the lips, but I do not treat my lips as lips," Li said. Therefore, his fans have given him the nickname "iron-lipped brother".
但他認(rèn)為自己在這方面有優(yōu)勢(shì)。許多女性會(huì)在一口氣試三支口紅之后發(fā)現(xiàn)唇部受傷，但他可以一天測(cè)試380支之多。“測(cè)評(píng)口紅會(huì)傷害唇部，但我已經(jīng)不把自己的嘴唇當(dāng)做嘴唇了?！崩罴宴f。因此，他的粉絲們?yōu)樗鹆恕拌F唇哥”的昵稱。

In Li's eyes, helping his fans to buy the most suitable products at the lowest cost is the best part of his job. In addition, sometimes he would ask companies to give coupons to his fans.
在李佳琦眼中，這份工作最好的部分在于幫助他的粉絲用最低的價(jià)格買到最適合她們的產(chǎn)品。此外，他有時(shí)也會(huì)讓產(chǎn)品公司給他的粉絲們提供優(yōu)惠。

Arranging a live broadcast of beauty product reviews on Taobao cannot be done by Li alone. He has a team of several assistants working for him. Some are in charge of communicating with Taobao shops, while others assist him on livestreaming.
李佳琦一個(gè)人是無(wú)法在淘寶上運(yùn)營(yíng)美妝產(chǎn)品測(cè)評(píng)的直播的。他有一個(gè)團(tuán)隊(duì)，幾位助手為他工作。一些負(fù)責(zé)與淘寶商家溝通，一些幫助他直播。

At the end of last year, Li was hired as the new media practices instructor at Jiangsu Normal University to open a course called Taobao Writing and Communications.
去年底，李佳琦被江蘇師范大學(xué)聘為新媒體實(shí)踐指導(dǎo)員，開設(shè)了一門叫淘寶寫作及傳播的課程。

For Li Jiaqi, 27, it took less than a year to increase his bank balance to over 10 million yuan ($1.49 million). And he didn't have to do it by robbing a bank.?Rather he made the money by selling lipsticks through livestreaming on video-sharing platforms such as Douyin.?He sold 15,000 lipsticks within 15 minutes of livestreaming, beating billionaire Jack Ma who wanted to compete with Li in a two-hour livestreaming session selling lipsticks.
27歲的李佳琦花了不到一年的時(shí)間就賺到了超過一千萬(wàn)人民幣（折合美元149萬(wàn)），但他并不是通過搶銀行做到這一點(diǎn)的。相反，他在諸如抖音等視頻共享平臺(tái)上通過直播銷售口紅而賺到了這些錢。他曾在直播15分鐘內(nèi)就賣出了15,000支口紅，擊敗了本希望與李佳琦在兩小時(shí)直播過程中競(jìng)爭(zhēng)售賣口紅億萬(wàn)富翁馬云。

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The social media influencer wasn't satisfied with the achievement. Li is now the keeper of Guinness World Record for applying lipstick most models in 30 seconds. The video of Li's Guinness World Records challenge is on top of Li's Douyin page, with over 782,000 thumb-ups from the users.
這位在社交媒體紅人并不滿足于這一成就。李佳琦現(xiàn)在是一位吉尼斯世界紀(jì)錄保持者，他在30秒內(nèi)給最多的模特涂上了口紅。李佳琦挑戰(zhàn)吉尼斯世界紀(jì)錄的視頻置頂在他的抖音帳號(hào)，已經(jīng)獲得了超過782000個(gè)贊。

Social media influencers like Li are certainly a top choice for makeup brands in making their marketing strategies to endorse their products. A report from marketing data technology company AdMaster, released this Thursday, said cooperation with key opinion leaders, or KOL, has become the most popular marketing way of advertisers in China.
像李佳琦這樣的社交媒體紅人無(wú)疑是化妝品牌在制定營(yíng)銷策略推銷他們的產(chǎn)品時(shí)的首選。營(yíng)銷數(shù)據(jù)技術(shù)公司精碩科技這周四發(fā)布了一份報(bào)告，稱與意見領(lǐng)袖合作已經(jīng)成為中國(guó)廣告商中最流行的營(yíng)銷方式。

Data from AdMaster show that the number of makeup companies that have paid for KOLs in promoting their products surged by 81 percent. The number is even higher for food companies at 92 percent.
精碩科技的數(shù)據(jù)顯示，為了推銷產(chǎn)品而雇傭意見領(lǐng)袖的化妝公司數(shù)量已經(jīng)激增到了81%。食品公司數(shù)量相比而言甚至更高，達(dá)到了92%。

About 40 percent of Chinese consumers have been influenced by KOLs in making purchasing decisions, according to AdMaster's report. Data from PARKLU also show that about 1.5 percent of consumers would make a purchase immediately after KOLs post about products on weibo, one of China's most popular social media platforms.?"Every time Li endorsed certain lipsticks that were new to the market, I wanted to buy them," said 29-year-old Beijing-based Huang Xinyi. "He appeared more trustworthy to me, like a friend or classmate, which make his videos really different to other celebrity endorsements," she said.
根據(jù)精碩科技的報(bào)告，大約40%的中國(guó)消費(fèi)者在購(gòu)物時(shí)受到了意見領(lǐng)袖的影響。PARKLU的數(shù)據(jù)同樣顯示，意見領(lǐng)袖在微博（中國(guó)最流行的社交媒體平臺(tái)之一）上曬出產(chǎn)品后，大約1.5%的消費(fèi)者會(huì)立即進(jìn)行購(gòu)買。"每次李佳琦推薦市場(chǎng)上新的口紅，我就想買，"29歲的北京市民黃心怡說，"對(duì)我來(lái)說，他更值得信任，就像一個(gè)朋友或同學(xué)，這使得他的視頻與其他名人的代言很不一樣。"

The report from AdMaster also show that advertisers now value KOLs who can offer real reviews instead of giving fake praise. Take Xiaohongshu as an example. The app is quite similar to yelp, but instead of people commenting on stores and shops, they share reviews on brands and products.
精碩科技的報(bào)告還顯示，廣告商現(xiàn)在更看重能給出真實(shí)反饋的意見領(lǐng)袖，而不是那些只會(huì)說虛假的表?yè)P(yáng)的意見領(lǐng)袖。以小紅書為例，這是一個(gè)與Yelp很相似的應(yīng)用程序，但人們并不對(duì)商店做出評(píng)論，而是分享自己關(guān)于品牌和產(chǎn)品的意見。

Xiaohongshu has grown to be one of the most-quoted Chinese apps. The number of times it was mentioned in reviews or articles surged 719 percent from the beginning of 2018 to the year end, according to AdMaster report.
小紅書已經(jīng)成為了中國(guó)最受歡迎的應(yīng)用程序之一。根據(jù)精碩科技的報(bào)告，從2018年初到2018年底，小紅書在評(píng)論或文章中被提到的次數(shù)激增了719%。

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