A prominent Chinese livestreaming host has sparked widespread criticism after suggesting viewers questioning product prices should examine their own salaries, highlighting growing tensions between e-commerce influencers and their audiences.
The Controversial Exchange
The incident occurred during a routine product promotion session by Li Jiaqi, one of China's most successful livestreaming sales hosts. When a viewer commented that a 79 yuan ($10.80) eyebrow pencil from domestic beauty brand Florasis seemed expensive, Li responded: "It's been 79 yuan for years - where's the price hike? You get two refills with one purchase, it's very cost-effective. Maybe you should consider why your salary hasn't increased after all these years - have you been working hard enough?"
The remarks quickly went viral on Chinese social media, with the related hashtag accumulating over 600 million views on Weibo and sparking accusations of elitism and insensitivity toward ordinary consumers.
Price Comparison Sparks Debate
Market analysis shows the Florasis eyebrow pencil contains 0.08g of product, translating to approximately 987.5 yuan per gram - significantly higher than many domestic competitors (typically 10-20 yuan per unit) and even surpassing current gold prices (about 600 yuan per gram).
Online discussions featured detailed price comparison charts showing Florasis among the most expensive options in China's eyebrow product market, with approximately half of major brands pricing below 300 yuan per gram.
Public Backlash and Damage Control
The incident has triggered significant reputational damage for the host, with many long-time followers expressing disappointment. While some defended premium pricing for domestic brands, most criticism focused on perceived insensitivity toward average consumers' financial pressures.
In subsequent broadcasts, Li attempted damage control by highlighting more affordable alternatives, but many viewers found the efforts insufficient. "I've become too cautious with my words now," Li commented during one session, acknowledging the changed atmosphere.
Industry Implications
The controversy underscores the delicate balance influencers must maintain between salesmanship and audience rapport in China's highly competitive livestreaming commerce sector. Industry observers note that successful hosts increasingly need:
- Heightened sensitivity to audience economic realities
- Improved crisis response protocols
- Deeper product knowledge to justify premium pricing
- More sophisticated communication training for on-air talent
Li's team issued a formal apology on September 11, pledging internal reforms and service improvements. However, the long-term impact on one of China's top sales influencers remains uncertain as discussions continue across social platforms.