JD Supermarket live broadcast room challenged the lipstick number one and publicly disclosed the inside story of the industry

On the evening of June 6, the live broadcast room of JD Supermarket publicly disclosed the cost chaos in the industry of superhead anchors, pointing out that Li's lipstick brand coffee has no price advantage and its sales have been halved.

The average number of viewers per game dropped by nearly 50%, and coffee sales dropped by half

In fact, the sky-high pit fee in the live broadcast room of the Li lipstick No. 1 person in the live broadcast room is almost an open secret of the industry. According to reports, statistics show that the average number of viewers per game in the live broadcast room of Li’s lipstick decreased. From January to April 2025, the average number of viewers per game decreased by 33% compared with January to April 2023, and compared from January 2025 to January 2023, the decline was nearly 50%!

This has further caused a sharp decline in sales of its live broadcast room products. This time, JD Supermarket's live broadcast room disclosed that its "coffee sales are lower than expected" is a typical example. According to people familiar with the matter, a coffee in the live broadcast room of Li’s lipstick was 20 million last year, while only 10 million this year.

In recent years, superstars represented by Li's lipstick have repeatedly fallen into the whirlpool of public opinion due to price disputes. Many industry insiders pointed out that at present, the commission commission of superstar anchors generally reaches 10%-20%, and some brands even need to pay additional high pit fees.

Taking the lipstick number one surnamed Li as an example, a topic that previously appeared on the hot search shows that the commission commissions for different products for live streaming goods range from 10%, 12%, 15% to 20%.

Behind these superstar anchors' high pit fees and commissions is the double harm to the brand and consumers. On the one hand, the brand cannot give the lowest price, resulting in no advantage in the product price. On the other hand, in order to share costs, some brands have to reduce discounts, and even take risks to choose to reduce product quality, which will form a vicious cycle and affect the long-term development of the brand.

The number one lipstick surnamed Li has caused nearly 20,000 complaints, and red envelopes are divided into three or six grades

In addition to halving sales, the number of lipstick surnamed Li has also suffered from problems such as the total number of red envelopes shrank from 900 million, sending red envelopes to fans, and the price of products in the live broadcast room is no longer the lowest price.

In the live broadcast that day, the price of a pidan cassia mixed cat litter in the live broadcast room of JD Supermarket was 65 yuan, which is half cheaper than the Li lipstick No. 1 person.

Judging from the data of the Black Cat Complaint Platform, there are nearly 20,000 complaints about the poor after-sales service, false publicity, and product quality of the live broadcast room of Li's lipstick, far exceeding the sum of complaints from the other five top anchors.

In contrast, the JD Supermarket Procurement and Sales Live Broadcast Room cuts off intermediate costs and benefits consumers through the "real self-operated + direct procurement from origin" model. This year, 618, officially announced early that it will broadcast live with Li’s lipstick number one, sell the same or similar products in spot stock, and give consumers a 10% discount on the price basis, giving consumers a real low price.

Editor: Jiang Lixia

Audit: Liu Pengfei

Editor-in-Chief: Luo Zaifang