The Hottest E-commerce Live Streamers in China 2020

E-commerce livestreaming has became a phenomenon in China since the outbreak of COVID-19. The most popular sales platforms such as Taobao, Douyin, Kuaishou, all have their own star live streamers. Here are the hottest e-commerce live streamers from each platform in 2020.

Viya Huang

Viya Huang is a livestream commerce queen in China. Viya was formerly a singer and then opened her own Taobao store selling clothes and signed as a model for Taobao. Then in 2016, she was invited to be a “broadcaster” for Taobao Live, a livestreaming channel launched by E-commerce giant Alibaba in 2016. Now she has been livesteaming for four years with 35 million followers on Taobao Live. Viya sold over $45 million worth of goods on Single’s Day in 2019, and on this year’s first day of the 2020 11.11 Global Shopping Festival, pre-sales from Viya’s livetreaming reached almost 3.87 billion yuan.

Li Jiaqi

Li Jiaqi (aka Austin Li), known as the “King of Lipsticks”, is undoubtedly the best salesman of beauty products in China. He once sold out 15,000 lipsticks in just five minutes during a livestream on Taobao Live, where he now has around 34.7 million followers, 2nd only to Viya. Li Jiaqi used to be a shop assistant at a cosmetics store, then in 2017 he started livestreaming. In 2019, he became popular as a social media influencer that almost everyone knows his catchphrase: “OMG, buy it!” Austin Li also set a Guinness record in 2018 for “the most lipstick applications to models in 30 seconds,” putting lipstick on four different models in just 30 seconds. On the first night of the 2020 11.11 Global Shopping Festival, Li’s livestream attracted over 140 million viewers and sold 10 million pieces of goods worth 3.91 billion yuan.

Luo Yonghao

Luo Yonghao is one of the top influencers on Douyin, China’s version of short video platform TikTok. During his first livestream on April 1, 2020, Luo generated 110 million yuan in sales, and garnered more than 48 million views, which set a record on Douyin. In 2012, Luo Yonghao founded smartphone brand Smartisan Technology, which is debt-ridden and was acquired by tech giant ByteDance. As a serial founder, speaker and controversial internet celebrity in China, Luo quickly gained a large number of followers since he registered on Douyin in March. Now he has more than 14.3 million followers on the platform.


With more than 61.1 million followers on the short video app, Xinba is the sales king on Kuaishou. Xinba’s real name is Xin Youzhi, who named himself after Simba (the Chinese spelling is Xinba) from the Lion King. He has a strong and loyal fan base mainly from lower-tier cities, which has contributed a lot to his success in selling all kinds of products. On June 16, Xinba co-hosted with Chinese famous actress Zhang Yuqi on Kuaishou’s one-day sales event and brought in more than 25 million views and 1.4 billion yuan in sales.