Three-week ‘Singles’ Day’ starts with record live-stream figures for ‘Lipstick Brother’

China’s Li Jiaqi, a top live-stream salesman widely known as the “lipstick brother,” sold $1.9bn in goods on the first day of Alibaba’s annual shopping festival, as the country’s consumers splash out despite an economic slowdown.

Live-streaming is part variety show, part infomercial, part group chat — a format pioneered in China that’s grown more popular since the pandemic started. Li’s show Wednesday lasted a marathon 12 hours — the first day of China’s more than three-week “Singles’ Day” shopping binge — and attracted nearly 250-million views, Taobao showed.

Viya, another top live-streamer, sold about 8-billion yuan worth of goods on the same day, in a show that lasted 14 hours, while another star, Cherie, had sales of about 1.2-billion yuan, according to Taosj.com.

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