Li Jiaqi boosts 618 sales with GMV jump
Tmall’s 618 sales event kicked off on May 13 with Chinese influencer Li Jiaqi’s live stream, which featured nearly 500 products across multiple categories and recorded a 10% YoY GMV boost in the first hour. Chinese brands, including beauty labels like Kefumei and Proya, collectively accounted for over 40% of total sales, with more than 600,000 units sold.