Li Jiaqi's livestream sells nearly 100,000 Qwen Office memberships in half an hour, corresponding to about 2 trillion Tokens

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Last night, an unusual "Double 11" product appeared in Li Jiaqi's livestream — Token.

This time, Li Jiaqi sat down with Chen Yusen, Vice President of Alibaba Group and CEO of Qianwen Office, to introduce to consumers an AI office membership, as well as the model usage quota behind the membership.

Within 10 minutes of going on sale, the Qianwen Office personal membership monthly card, priced at just 1 cent, sold 50,000 units; in about half an hour, nearly 100,000 units had been sold cumulatively, corresponding to roughly 2 trillion Token quota.

Looking back 10 years, Jack Ma once competed with him in a lipstick challenge; 10 years later, an Alibaba vice president sat down in his livestream: How popular was Li Jiaqi's "AI debut"?

From "3, 2, 1, link up" to "3, 2, 1, Token up"

At 7:30 p.m. on November 2, Chen Yusen appeared in Li Jiaqi's livestream. Faced with Token, which many consumers are still unfamiliar with, the two did not start with complex technical parameters, but instead used the familiar livestream format to answer a more direct question: after buying it, what exactly can it be used for?

Token is usually translated as "word unit" and is the basic unit of measurement used when large models process and generate information. What was actually sold in the livestream was the Qianwen Office personal membership monthly card; users receive the corresponding AI product services and usage rights. Packaging technical capabilities as a familiar monthly card product also makes it easier for consumers to understand and try.

Livestream data showed that the Qianwen Office personal membership monthly card sold 50,000 units in 10 minutes and nearly 100,000 units in about half an hour. In addition to the Token benefit that day, the livestream also showcased products such as AI computers, AI note-taking cards and desktop robots.

Looking back at "competing with Jack Ma in a lipstick challenge," Li Jiaqi and Alibaba achieved mutual success all along the way

Turning the clock back ten years, the relationship between Li Jiaqi and Taobao-system livestreaming almost began at the starting line of livestream e-commerce.

In 2016, Taobao began exploring content e-commerce, trying to make livestreaming a new way to connect brands and consumers. At that time, Li Jiaqi, still a beauty advisor at a L'Oréal counter, took part in the "BA influencerization" Taobao livestream project carried out through cooperation between L'Oréal and Meione, and began his Taobao livestreaming career that year.

From one-on-one shade testing in front of the counter to introducing products to tens of thousands of people in a livestream, his career transformation happened right in sync with Taobao livestreaming's new business.

According to reports, Li Jiaqi's early livestream content was judged by the system to be high-quality content, and after resuming streaming he received recommended traffic from Taobao. The platform's content distribution and his professional presentation amplified each other in this way. Taobao provided the transaction scenario, merchant supply and major promotion stage, while Li Jiaqi responded to the platform's expectations for livestream e-commerce with content presentation and sales performance.

Double 11 in 2018 became an important node in the cooperation between the two sides. Tmall arranged for Jack Ma to take part in livestream challenges with people from different professions, including a lipstick challenge with Li Jiaqi. Li Jiaqi sold 15,000 lipsticks in 15 minutes. This appearance on the same stage not only brought the "Lipstick King" further into the public eye, but also let more people intuitively see the instant transaction capability of livestream e-commerce.

Li Jiaqi once said that he and Taobao "achieved mutual success." As livestream e-commerce entered normalized operations, Li Jiaqi took part in Tmall Double 11 and other major promotions for many years, gradually expanding from lipstick and beauty products to personal care, home, food, consumer electronics and other categories. During Double 11 in 2025, new products in his livestream covered multiple fields including beauty, consumer electronics and pets.

For Alibaba, this means a long-term cooperation window that combines consumer reach, product explanation and new-product feedback capabilities; for Li Jiaqi, the Taobao-system platform's brand supply, transaction system and major promotion resources also provided the foundation for the livestream to continuously expand categories.

Growing from a counter beauty advisor into a top all-category livestreamer, Li Jiaqi's experience cannot be separated from his own sustained investment in content and product selection, and is also closely related to the industry soil provided by Taobao livestreaming. The logic of mutual success between the two sides is reflected precisely in one major promotion cooperation and category update after another.

"The familiar livestream becomes a testing ground for new technology"

Today, Alibaba is bringing Token into Li Jiaqi's livestream, with a market proposition similar to when it promoted beauty livestreaming back then: how can a new technology move from the professional language of industry insiders into a daily service that ordinary consumers are willing to understand, experience and even pay for?

This year's Double 11, Tmall introduced AI Token as a new consumer category into the major promotion, and multiple large-model and AI tool service providers successively entered e-commerce shelves. This time Chen Yusen chose to enter Li Jiaqi's livestream, further bringing AI products from the professional user circle to the mass consumer scene.

If competing with Jack Ma in a lipstick challenge in 2018 proved that livestreaming can drive physical consumption through professional recommendations, then selling Token together with Chen Yusen in 2026 shows the possibility of livestreams taking on new categories of digital services.

The two cooperations were eight years apart, yet continued a similar division of labor.

On the one hand, Alibaba brought new business, new products and platform resources; on the other hand, Li Jiaqi, through the long-term communication style he has built with consumers, helped new products find expressions that are easier to understand.

From lipstick to Token, from on-site shade testing to AI-generated maps, the changes in Li Jiaqi's livestream reflect changes in the shelves and consumption patterns of the Taobao-system platform. Ten years ago, Alibaba and Li Jiaqi achieved mutual success as livestream e-commerce rose; ten years later, the two sides meet again at the entrance to AI consumption. Product forms are updating, and the cooperative relationship is also extending. The livestream is not only a place to sell goods, but also has the opportunity to become the first stop for new technology to be recognized, understood and used by the public. news_keyword_pub,stock,sz300024 Account opening QR code start

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