Li Jiaqi's livestream sells about 2 trillion Tokens in half an hour; Qwen Office membership card becomes a Double 11 hit

On the evening of November 2, Li Jiaqi's livestream welcomed a new "Double 11" hit — Qwen Office Tokens. Just half an hour after sales began, 100,000 Qwen Office personal membership monthly cards were sold, totaling about 2 trillion Tokens. This was the first time an e-commerce livestream sold AI computing power products, but "stocking up on Tokens" had already become a buzzword of this year's "Double 11." Consumers used to top up phone bills and video membership fees; this year's "Double 11," they began topping up Tokens. This not only reflects "changes in the shopping cart" but, more encouragingly, signals that the curtain on the AI consumption era has slowly risen: the people buying and using Tokens will grow from geeks to office white-collar workers, then to ordinary consumers enthusiastic about technology, and ultimately to the general public. The livestream is hot, and major model companies are all opening flagship stores. Li Jiaqi once set a record by selling 15,000 lipsticks in 5 minutes and is known as the "Lipstick King." This year, Tokens also made it onto his sales list. That night, the comments section of Li Jiaqi's livestream kept flooding with "3, 2, 1, Tokens up." The Qwen Office personal membership monthly card became a hot item in Li Jiaqi's livestream. Before this, for this year's "Double 11," Tmall introduced AI Tokens as an independent category into the major promotion for the first time, and almost all major domestic large-model companies collectively opened stores before "Double 11." On September 2, Zhipu's first official flagship store landed on Tmall; on September 3, Tmall launched the Token recharge center, initially connecting leading vendors such as Alibaba Cloud, Zhipu, Kimi, MiniMax, and DeepSeek; on October 13, MiniMax officially announced its entry into Tmall to open its first official flagship store. As of now, Alibaba Cloud Bailian, Qwen Office, Qoder, Zhipu, MiniMax, Moonshot AI, and StepFun have fully entered the Tmall AI Token store, allowing consumers to buy computing power quotas the way they top up phone bills. Everyone is already familiar with "concentrating during 'Double 11' on renewing one year of iQIYI, Youku, Tencent Video, and Mango TV memberships," because during "Double 11" these long-video platforms all sell memberships at a discount. Now, large-model companies have also begun major promotions during "Double 11": MiniMax's official flagship store launched a continuous monthly subscription campaign for its M plan package, with the first month at 50% off; the Qwen AI Lite monthly card is priced at 60 yuan on the official website, with a discounted price of 39 yuan; Qoder Professional is priced at 88.99 yuan on the official website, with a current discounted price of 58.98 yuan; Qwen Office Standard is priced at 247 yuan on the official website, with a current discounted price of 197.99 yuan. AI service consumption needs clear application scenarios and binding with hardware. What exactly is the concept of the "2 trillion Tokens" sold in Li Jiaqi's livestream? In fact, many consumers are not clear about it. This also points directly to a question — how should AI computing power products be sold now? Industry insiders point out that there must be application scenarios, preferably bound to hardware. When Li Jiaqi was selling Tokens in the livestream, Qwen Office CEO Chen Yusen appeared in the livestream. At the livestream, Li Jiaqi asked Chen Yusen: "Can you help me make an AI avatar to chat with girls 24 hours a day?" Chen Yusen's answer won over fans: "AI cannot replace Li Jiaqi. I would rather help fans use AI to solve trivial matters — get off work on time, accompany cats and dogs, and take care of family." This is "needing scenarios." At the scene, Chen Yusen and Li Jiaqi demonstrated multiple application scenarios of Qwen Office in daily life and work: parents can use Qwen Office to organize their children's homework and test papers and create targeted training mini-games; livestream operator Wangwang handed livestream replays and bullet comments to Qwen Office to generate a business analysis report with one click; fishing enthusiasts only need a simple conversation to generate and launch a global fishing map that supports multi-user access. At the same time, the livestream also brought tangible products, such as AI computers, AI voice-recording cards, and desktop robots. Three AI computers — Leco Air, Machenike Dawn 16S Youth Edition, and Lenovo Zhaoyang Yue Plus — all have Qwen Office built in and come with up to 3 months of membership; DingTalk A1 and QwenNote A2 AI voice-recording cards provide functions such as meeting summary and cross-language translation, corresponding to office and study scenarios and usable for meetings, client visits, and lectures; the QwenNote Eva desktop robot for education scenarios supports phone calls, spoken language practice, generating study reports, and posture reminders. This livestream by Li Jiaqi and Chen Yusen was more like a "translation," translating technical language into wording that ordinary consumers can understand. It answered the core question: what exactly are the Tokens consumers spend money to buy? Top up Tokens like phone bills and video membership fees. This "Double 11," the unit of measurement for AI services began circulating in the form of "monthly cards" and "packages." As the customer base for AI services is expanding from professional developers to ordinary consumers, the sales formats and channels of AI services need to change, which is one of the reasons model vendors are flocking to participate in e-commerce platform promotions during "Double 11." Compared with the past when professional developers went directly to model vendors to buy Tokens, ordinary consumers are more accustomed to searching on e-commerce platforms. "Consumers will search on the platform for 'whether there is a suitable Token Plan,'" said Si Dengyu, general manager of Tmall 3C Digital. "We need to make buying Tokens as convenient as topping up phone bills and buying memberships."After checking, reporters found that on Tmall stores today, to buy Tokens, one only needs to select a package, complete payment, and log in with one click to bind an account. Technical concepts have been replaced with common terms such as monthly cards, annual cards, and continuous subscriptions, and the purchasing experience is not much different from topping up a phone bill or buying a video membership. For AI model vendors, platforms such as Tmall are not just sales channels but also windows for capturing consumer mindshare. Every search and every browse by consumers is an opportunity for model vendors to build brand awareness. Tmall has a group of users with stable consumption habits; according to Alibaba's financial report, as of the end of June this year, there were about 64 million 88VIP members, and their average annual spending was 9 times that of non-members. Bundling Tokens with hardware further lowers the threshold for consumers to choose. If AI PCs and AI phones are separated from Tokens and large language models, they will be reduced to mere concepts; local GPUs still usually require cloud computing power for large-scale inference, and only by combining the two can hybrid deployment be achieved. When consumers buy AI hardware, the invisible computing power is also placed in the shopping cart and ordered. Si Dengyu believes that consumers are buying both hardware and a Token Plan, and the future imagination space is huge. It may rewrite the original business model of hardware sales that earns only the difference between cost and selling price, turning hardware from a one-time transaction into an entry point for continuous subscriptions. Reporter's Notebook Why did "stocking up on Tokens" see explosive growth during this year's "Double 11"? First, the number of people who need and use Tokens has grown on a large scale. Data from the National Data Administration shows that as of July this year, China's average daily Token calls exceeded 500 trillion, an increase of more than 5,000 times compared with 100 billion in early 2024. The China Internet Network Information Center's "Generative Artificial Intelligence Application Development Report (2026)" shows that as of the first half of this year, the number of generative AI users in China exceeded 700 million, with a penetration rate of over 50%, equivalent to one in every two Chinese people using generative AI. According to innovation diffusion theory, when the penetration rate of a technology crosses 50%, it is no longer a novelty, and the public's purchasing decisions will shift from technological enthusiasm to practicality and cost-effectiveness. Second, AI hardware brands and products are also growing. Compared with buying AI services separately, such products combine computer hardware with AI agents, lowering the psychological threshold for ordinary consumers when choosing a relatively unfamiliar product like Tokens. In short, AI is entering millions of households. Tokens entering livestream rooms and e-commerce platforms happens to land right at this point in time.