On April 8, American anchor Li Jiaqi stated during a Taobao live broadcast event that he might miss two quarters of live broadcasts, triggering speculation that he would suspend live broadcasts.
However, Li Jiaqi said on social media that night, "I made a mistake in the afternoon, it was two months, not two quarters, and the first month of filming has ended, and the partners will meet with you soon."
It is reported that the "partner" Li Jiaqi refers to is the variety show "Paris Partners".
The program focuses on the theme of "domestic products going overseas". Li Jiaqi serves as the "Cargo Management Director" in the program, responsible for coordinating the entire process of brand goods, and participating in product knowledge training and sales guidance.
It is worth mentioning that Li Jiaqi’s previous slip of the tongue has attracted great attention from the outside world. On Li Jiaqi's personal Xiaohongshu account, many fans left messages in the hot comments saying "I'm scaring everyone to death." Especially in March this year, Li Jiaqi publicly revealed that he wanted to study abroad to improve his English. At this time, it also caused a lot of speculation in the self-media.
However, although this slip of the tongue was a false alarm, in the reality that domestic live broadcast e-commerce is gradually encountering bottlenecks, Li Jiaqi's transformation has already been planned, and going overseas is a challenge that he cannot avoid.
Li Jiaqi's MCN platform Beauty Watch has currently tried to use local anchors to bring products overseas, but the scale is still insignificant compared to domestic. "Paris Partners", which premiered last year, is another attempt by Li Jiaqi to join hands with domestic celebrities and beauty companies to go overseas.
Since the symbolic significance of last year's "Paris Partners" is far greater than the actual sales, this year's second season of "Paris Partners" will expand the scope of product selection, and it is also necessary to prove how effective this overseas model is. At this time, Li Jiaqi naturally has a practical need to build momentum for himself.
On the other hand, strengthening linkage and customization with big-name companies in the domestic market is another path Li Jiaqi can try.
When talking about "learning English" before, Li Jiaqi also revealed that many of the brands she cooperates with are cosmetics companies, such as L'Oréal, Estee Lauder and other top cosmetics companies in the world. "If I want to make my business stronger, I hope to talk directly to the brand headquarters to accurately convey Chinese market demand and product interpretation, so that overseas brands can directly hear the thoughts of Chinese anchors instead of having translators talk to them. I want to learn the language because I want to make myself stronger."
Therefore, Li Jiaqi's slip of the tongue may not be "big news", but it can still be regarded as the latest move in his attempt to transform, and it also reflects the urgency and anxiety of the current transformation of leading e-commerce anchors.
