Li has built his reputation on being the nation’s personal shopper: a source of trustworthy advice on what — and what not — to buy online. Six evenings a week, he hosts a livestream in which he presents a selection of items he’s chosen to endorse, ranging from makeup to million-dollar rings. Then, he yells his favorite catchphrase: “Buy it!”
t’s a simple formula, but it’s become appointment viewing for young Chinese. Tonight, more than 10 million people have tuned in to watch Li’s show on Taobao Live — a livestream channel linked to Alibaba’s e-commerce platform Taobao. On a good night, he can attract 10 times that figure.