今年的雙十一與以往不同，開始走起了養生流且戰線拉得更長了，10月20日晚8點，第一波預售準時開啟，比去年提前了4個小時，但熱鬧程度更勝以往。

大家平常會看直播間嗎？看李佳琦還是薇婭呢？

當晚各個直播間，幾乎都安排上了開搶倒計時的顯示屏。

8點一到，小助理舉出了“琦天大省，幫你省錢又省心”的橫幅，李佳琦一邊吐槽好土一邊笑場，搬出了去年給熬夜女孩們“醒神”的戰鑼，時不時還要大嗓門地高喊：紅包雨又來了！

這個晚上，李佳琦和薇婭直播間分別線上2億人，李佳琦賣了100多億，薇婭80多億，這輩子沒見過這麼多錢

人數眾多到李佳琦本人都開始疑惑：哪來的那麼多人？

淘寶官方賬號也感嘆到：“原來不熬夜的你們這麼猛嗎？”（每逢雙十一活動淘寶必崩）

以前雙十一還只是單純的打折促銷活動，近年來已經演變成一場花樣數學計算遊戲了。

不想自己動腦的，去網上看別人做的攻略也是眼花繚亂，頭暈目眩，簡而言之，就是玩不明白。

所以今年活動很貼心的加了個種草期，預售前，各大主播都在透過不同方式傳遞這個資訊。

從薇婭一輪又一輪的種草清單、購買清單，到李佳琦推出《所有女生的offer》，“要做好攻略”這句話的另一層意思，其實也可以理解為要做好種草。

李佳琦直接貼心的開啟了小課堂，小黑板上寫滿滿的，標註的清清楚楚一目瞭然，甚至時不時還圈出重點，像極了期末考試老師劃重點。

除此之外，在李佳琦的公號裡還有全部攻略文件（實時更新）：

貼心程度100%，這個文件強到什麼地步呢？

想和李佳琦學Excel都衝上了熱搜（+7種草能力百分百）。

這種認真做事的態度真的實力圈粉！

不得不說，李佳琦真是個名不虛傳的“魔鬼”，比女人還要了解女人的“魔鬼”。

Li “The Lipstick King” Jiaqi has risen to become China’s most powerful livestreamer. Now, he’s jumping on a new trend: an upsurge in Chinese patriotism.

“口紅大王”李佳琦已經成為中國最具影響力的直播者。現在，他進入了一個新趨勢：中國愛國主義的高漲。

1

他到底有多紅？

SHANGHAI — Standing under the blinding glare of eight spotlights, Li Jiaqi waves manically at the camera as he launches into yet another marathon broadcast. “Hello, everyone! Here we are!” he shouts.

上海——站在八盞聚光燈下，李佳琦瘋狂地向鏡頭揮手，開始了又一次馬拉松式的直播。“大家好!我們來了!”他喊道。

The 29-year-old is almost unheard of overseas, but in China he’s a bona fide megastar. He has an online following to rival pop star Harry Styles, a string of movie and TV appearances to his name, and a bulging list of brand partnerships. Even his dog — a white bichon named Never — has her own reality show.

29歲的他在海外幾乎無人知曉，但在中國，他卻是名副其實的超級巨星。他在網上擁有與流行歌手哈里•斯泰爾斯相當多的追隨者。以他的名字出現在電影和電視上的次數也很多，品牌合作伙伴的名單也越來越多。甚至他的狗——一隻名叫Never的白色比熊——也有自己的真人秀。

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!”

李佳琦將自己的聲譽建立在“全國個人購物者”的基礎上：在網上買什麼和不買什麼方面，他都能提供可靠的建議。每週有六個晚上，他都會主持一個直播節目，在節目中，他會展示自己選擇代言的商品，從化妝品到價值百萬美元的戒指。然後，喊出最喜歡的口頭禪:“買它！”

It’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.

這只是一個簡單的套路，但它已成為中國年輕人的定期觀看的內容。今晚，超過1000萬人在淘寶直播上觀看了李佳琦的節目，這是一個與阿里巴巴電商平臺淘寶相連的直播頻道。運氣好的時候，他能吸引十倍於這個數字的人。

2

直播興起，抓住機會

Li’s response has been to lean into his image as a patriot and man of the people. Though he’s now fabulously wealthy, he comes from a humble background. Born and raised in central China’s Hunan province, he worked as a beauty advisor at a L’Oréal store until just five years ago.

李佳琦的迴應是向自己愛國者和人民公民權的形象靠攏。雖然他現在非常富有，但他出身草根。他在中國中部的湖南省出生並長大，五年前還在歐萊雅的一家商店擔任美容顧問。

His break into social media stardom came almost by accident. In late 2016, L’Oréal began holding auditions for staff members to become online hosts demonstrating beauty tips to viewers via livestream. Li entered, and within a few months he’d been selected and had moved to Shanghai to begin his new role.

他成為社交媒體明星幾乎是偶然的。2016年底，歐萊雅開始選拔工作人員，讓他們成為線上主播，透過直播向觀眾展示美容秘訣。李佳琦加入了，幾個月後他就被選中了，並搬到了上海開始開始他的新角色。

At the time, livestream channels like Taobao Live were brand new and struggling to gain traction. But Li stuck with it, and he began to develop a talent for grabbing people’s attention. He didn’t simply present new products; he gushed over them, often blurting out his favorite English phrase: “Oh my god!”

當時，像淘寶直播這樣的直播頻道是全新的，正在努力獲得吸引。但李佳琦堅持了下來，並開始培養吸引人們注意力的才能。他不只是簡單地展示新產品；他滔滔不絕地說著這些話，經常脫口而出他最喜歡的英語短語：“Oh my god!”

He also had an eye-catching sales technique: Rather than simply trying out new lipsticks on his hands, he’d also apply them directly to his lips. His viewers loved it. Many began referring to him as the “lipstick king,” and Li embraced the moniker. During one early show, he tried on 380 different lipsticks over the course of six hours.

他還有一個引人注目的銷售技巧：不是簡單地在手上試用新口紅，而是直接把它們塗在嘴唇上。他的觀眾很喜歡。很多人開始稱他為“口紅王子”，李佳琦也欣然接受了這個綽號。在一次早期的直播中，他在6個小時的時間裡試用了380種不同的口紅。

“I felt like my lips were tearing apart,” he says.

“我感覺我的嘴唇都要裂開了。”他說。

2

愛國心切，力所能及

Now, China’s top influencer has a new message for his viewers — and it’s bad news for global brands. He’s urging shoppers to buy more Chinese products.

現在，中國最具影響力的網紅向他的觀眾傳達了一個新資訊——這對全球品牌來說是個壞訊息。他呼籲消費者購買更多的中國產品。

“I hope … to let consumers know that ‘made in China’ is very powerful,” says Li, speaking with Sixth Tone inside his studio in downtown Shanghai. “We are not second to any other countries.”

“我希望……讓消費者知道，‘中國製造’是非常強大的，”李佳琦在他位於上海市中心的工作室接受《第六聲》採訪時說。“我們不次於任何其他國家。”

The livestreamer is one of many Chinese celebrities that appear to be repositioning themselves in response to a deep shift in China’s cultural zeitgeist.

許多中國明星似乎都在重新定位自己，以應對中國文化時代精神的深刻轉變，這位主播就是其中之一。

The government has launched a campaign to promote “cultural confidence” — and celebrities feel obliged to echo these values. The message has found a receptive audience among young Chinese, who unlike previous generations have only known a world in which China is a global power.

Many are fiercely patriotic and take it for granted that domestic products are just as good as big-name foreign brands. They’re driving a growing fashion for “national chic” — products that integrate aspects of the country’s traditional culture.

許多人都非常愛國，理所當然地認為國內產品和國外知名品牌一樣好。他們正在推動“民族時尚”的流行，這種產品融合了國家傳統文化的方方面面。

But as his status has grown, so has the expectation to be a positive role model. Last year, Li endorsed agricultural goods from communities in rural China, raising more than 200 million yuan toward their poverty-alleviation efforts. He also promoted products from the central city of Wuhan, to help the city’s economy recover after its COVID-19 epidemic.

但隨著他地位的提高，人們對他的期望也越來越高，希望他成為一個積極的榜樣。去年，李佳琦在中國農村地區支援農產品銷售，幫助扶貧工作，達到超過兩億元的銷量。他還推廣了來自中部城市武漢的產品，以幫助該市在新冠肺炎疫情後恢復經濟。

3

真誠待人，贏得信任

Many consumers view him as an antidote to the bougie influencers that have become common on Chinese social media — the kind that like to post photos of themselves clasping Hermès handbags. Endorsing cheap but high-quality Chinese goods has helped Li show he understands ordinary people’s needs in a way celebrities and big businesses often don’t.

許多消費者將他視為中國社交媒體上常見的“網紅”的解藥，這些網紅喜歡釋出自己手拿愛馬仕包包的照片。為平價但高質量的中國商品代言，幫助李佳琦展示了他對普通人需求的理解，而這往往是名人和大企業做不到的。

“Li is the nobody who made it big despite all the odds stacked against them,” says Toni Yang, a brand consultant with over a decade’s experience in China. “He has rebuilt the trust and warmth between consumers and brands — the kind of warmth .”

在中國工作了10多年的品牌顧問託尼•楊表示：“儘管面臨種種不利條件，李佳琦還是做到了，他重建了消費者和品牌之間的信任和溫暖。”

Li invests significant resources in ensuring the products he endorses are genuinely high quality. Mei One has claimed that only 5% of the goods clients want Li to feature on his show pass his team’s strict vetting process.

李佳琦投入了大量資源，以確保他的選品是真正高質量的。美ONE聲稱，只有5%的客戶會願意李佳琦讓把他們的產品通過了他團隊嚴格的審查程式的過程，呈現在直播節目中。

His staff also runs thousands of group chats on WeChat, a Chinese social app, to gather feedback from users and answer their queries. If a shopper encounters an issue with a product sold on Li’s show, his team often acts to resolve the dispute themselves.

Over time, this effort has given Li’s endorsements a stamp of authority, Yang says. “This is why Li has become so popular,” she tells Sixth Tone. “He allows consumers to gain a more grounded and real sense of the products that are in line with their values.”

李佳琦成為今天的“李佳琦”，有時代的機遇和個人運氣，但絕對不可忽視的是他獨特的魅力和“最強打工人”的拼命勁兒。