From Livestreams to Reality TV: A New Arena for Austin Li
Since his debut on the hit reality TV show “Call Me by Fire” on August 3rd, Austin Li Jiaqi, once known as China’s top livestreamer, has been stirring up the media scene. But this shift isn’t just about personal growth—it reflects a broader trend where digital influencers are seeking new grounds in traditional media.
“Call Me by Fire” isn’t just any show. It challenges male celebrities to form an idol group, a test of talent and teamwork. And while Austin’s new crew members, Nine, J.zen, and Caelen Moriarty, are seasoned performers, Austin is facing a whole new world of challenges.
Austin Li’s Viral Return to Livestreaming
On August 17th, Austin went viral yet again. This time, it was for bringing his teammates back to his roots—livestreaming. It’s a smart move, inviting his group from the show to his channel, sparking numerous trending topics and drawing massive attention back to his digital domain.
Their appearance not only captivated his audience but also showcased the seamless integration of celebrity and commerce, a hallmark of Austin’s strategy in adapting to the rapidly evolving landscape of social commerce.
What Does This Mean for China’s Livestreaming Industry?
The buzz on Weibo is telling. A hot topic questioning if Austin, with an annual income reportedly at 2.2 billion RMB, still needs the “baptism of fire” the show provides topped the charts with 150 million views. This question isn’t just gossip—it’s a commentary on the changing dynamics within the industry.
Meanwhile, other top streamers are also diversifying. From Viya’s venture into microdramas to Xinba’s and Crazy Little Brother Yang’s foray into offline supermarkets, it’s clear: the top streamers are not just faces on a screen anymore. They’re savvy business magnates adapting to new roles as the landscape of online commerce shifts beneath them.
Diversification: The New Norm in Livestreaming
As the nature of livestreaming evolves, so too does the need for its stars to adapt. While Austin and his peers may appear less frequently on livestreams, their influence remains strong. They’re building brands, exploring new markets, and redefining what it means to be an influencer in China’s digital age.
It’s a shift from live selling to creating a sustainable, multi-faceted business model that encompasses various aspects of media and product endorsement. This strategy not only broadens their reach but also stabilizes their presence in a volatile market.
As we watch Austin Li and other livestream giants redefine their roles, one thing is clear: the landscape of social commerce in China is as dynamic as ever, and adapting is the only way to stay on top. Stay tuned for more insights into this fascinating world.
