Li Jiaqi Sparks Debate and Amusement Ahead of China's 618 Shopping Festival
As the summer shopping season approaches, the annual 618 shopping festival in China is once again stirring excitement and discussions among consumers and netizens. One of the more intriguing stories to emerge this year surrounds the popular e-commerce influencer Li Jiaqi, also known as Austin Li. In the days leading up to the 618 sales, Li Jiaqi made headlines with his remarks about the anticipated challenges of this year’s event.
20 May 2024
"This year's 618 promotion is difficult. There are so many users, but there is only one Li Jiaqi," he stated, emphasizing the intense pressure of meeting the demands of a vast audience during one of the year's largest sales periods. This comment sparked a mix of sympathy and skepticism among his followers on Weibo, as discussions around potential substitutes for Li began to surface. A particularly viral incident that captured the attention and amusement of netizens involved a Li Jiaqi lookalike appearing on a livestream in JD.com’s platform. The uncanny resemblance led many to speculate if Li Jiaqi had switched his allegiance to JD.com.
"One glance and I burst out laughing, it's so similar! Hahahaha," one user commented. "Someone needs to ask if Li Jiaqi has a twin brother?" The incident not only provided a humorous diversion but also highlighted the influencer's significant impact on e-commerce and livestream shopping culture in China.
Moreover, JD.com’s price war during the livestream, marked by the slogan “Lowest Prices + 7 Livestream Rooms,” underscored the competitive nature of the 618 festival. This aggressive marketing strategy is indicative of the lengths to which companies are willing to go to attract buyers in a highly crowded market. While the drama around Li Jiaqi and JD.com unfolded, Tmall was also launching its own set of extensive promotions. Starting on May 20, Tmall kicked off its 618 sales with a series of money-saving initiatives, from large discount vouchers to significant product discounts and billion-yuan subsidies.
Notable deals included offers for 88VIP members who could receive a 500 yuan voucher and steep discounts on popular items such as the Apple iPhone 15, even lower than third-party channels. Tmall's strategy of offering immediate access to hot items without the need for deposits or final payments resonated well with consumers. "Finally, no need to be a deposit person, I can be an early payment person," one netizen celebrated.
Reflecting on Tmall's longstanding presence and experience in the market, another user shared, "I still prefer it, after all, it’s an old platform with deep qualifications and always at the forefront. This year they are emphasizing an early date and optimized gameplay, truly thinking of us old users." The lack of complex rules and straightforward discounts appeared to be a crowd-pleaser. "For those who don't want to spend a lot of time comparing different platforms, this is very friendly," a Weibo user remarked.
Aside from the shopping frenzy, social media conversations were also buzzing with broader societal reflections. For instance, a mini-documentary titled "We Are the Same" produced by People's Daily, aimed at raising awareness about accessibility for people with disabilities, gained traction.
The short film offered an immersive experience, depicting the challenges faced by those using wheelchairs, walking canes, hearing aids, or cochlear implants as they navigate public spaces. The campaign coincided with "Xiaoman" (when the sun reaches the celestial longitude of 60 degrees), symbolizing fullness and timely love, encouraging viewers to consider the small changes that could lead to a more inclusive society.
In a different vein, Xinhua News Agency posted a video highlighting the scenic beauty of Jiangyin, the hometown of Xu Xiake, a famed Chinese travel writer and geographer. This clip, accompanied by the singing of Zhou Shen, sought to showcase the natural and cultural allure of the region, emphasizing the deep-rooted historical and aesthetic values of Jiangyin.
As consumers gear up for the 618 shopping festival, it is evident that the dynamics of e-commerce, influenced by prominent figures like Li Jiaqi, competitive pricing strategies from major platforms like JD.com and Tmall, and the integration of cultural and social narratives, continue to evolve.
These developments not only reflect the increasing complexity of the industry but also the diverse interests and engagement of the Chinese online community. Ultimately, the 618 shopping festival remains a vibrant and multifaceted event, blending commerce, culture, and community in ways that resonate far beyond mere transactions. As netizens navigate the offers and promotions, the underlying stories and sentiments provide a richer context to the annual retail tradition.